Pearl and Dean categorizes their target audience as 60% ABC1 and 40% C2DE, falling into the "esteem seekers" and "stivers" segments. These groups strive for the latest trends but do not adopt them first. Esteem seekers are materialistic and value symbols of success. Strivers value image and status as a means of acceptance while maintaining traditional values. Pearl and Dean chose this target audience to interest a broad population, rather than smaller groups like innovators. Their indie thriller includes humor and romance to appeal to a vast majority while still being independent.

1. Pearl and Dean- Research
As you can see, Pearl and Dean categorise their audience by their age, class
and gender. If we were to break down out target audience, we would have
around 60% being ABC1 and 40% being C2DE. Our target audience would be in
the bracket of ‘esteem seekers’ and ‘stivers’, these are the people who strive
to have the latest trends but don’t get them first. Esteem seekers are
acquisitive and materialistic and aspire to what they see are symbols of
success, including things and experiences. Strivers attach importance to image
and status, as a mean of enabling acceptance by their peer group, at the same
time holding onto traditional values. We decided for our target audience to be
like this because we wanted our film to interest a broad amount of people, not
self actualizers and innovators which only cover a small proportion of the
population. Similarly, disconnected, traditionalists and contented conformers
would not be suitable to watch out film because it is too mainstream for them.
Even though our film is classed as an indie thriller, it would still appear to a
vast majority of people because it includes humour and romantic aspects.