Target Audience Research Objective IV

By Myles Egan

Qualitative Research
Qualitative Research is research based on opinions, attitudes and preferences rather than hard facts and figures, with the intention of finding out what individuals and groups think and feel about a particular media product. Examples: Interviews, Questionnaires, Screening and Q&A. I have chosen to use qualitative research in order to receive more detailed longer answers as this will allow me to analyze the responses and create a more in depth conclusion to my target audience research.

Primary Research
Primary Research is first-hand research, which allows you to obtain new information. Examples: Interviews, Questionnaires, Focus groups. I have chosen to use primary research as it will be specific to my script and synopsis which will help me come to a more precise conclusion.

My Questionnaire
When writing my questionnaire the subjects I included were: themes, issues, character and mood.
1. 2. When reading the script and synopsis what came to your mind and why? When reading both the synopsis and script do you feel this will create an effective introduction? Do you notice any clear themes and issues, if so what are they? Are you interested in the themes and issues shown? Do you feel that this portrays life as it is lived? What audience do you feel this script and synopsis attract? Did you see any similarities between the synopsis and the script? If so, what were they? Did you see any differences between the synopsis and the script? If so, what were they? Do the situations that Jay has gotten himself into interest you? If so, why? Referring back to paragraph three in the synopsis do you think drinking and smoking is seen as a realistic way of copping with gambling? Referring back to the forth paragraph of the synopsis do you think the way that Leah behaves in their relationship is realistic?

3. 4. 5. 6. 7. 8. 9. 10.
11.

Questions targeting Themes and Issues

3. Do you notice any clear themes and issues, if so what are they? 4. Are you interested in the themes and issues shown?

Questions targeting Character

9. Do the situations that Jay has gotten himself into interest you? If so, why? 10. Referring back to paragraph three in the synopsis do you think drinking and smoking is seen as a realistic way of copping with gambling? 11. Referring back to the forth paragraph of the synopsis do you think the way that Leah behaves in their relationship is realistic?

Questions targeting Mood

1. When reading the script and synopsis what came to your mind and why? 2. When reading both the synopsis and script do you feel this will create an effective introduction? 5. Do you feel that this portrays life as it is lived? 6. What audience do you feel this script and synopsis attract?

Evaluative Questions
1. Who's the audience for the media product?
2. How do I attract/ address them?

Who's the audience for the media product?

The question I included in my interview to find out the answer to this evaluative question is: What audience do you feel this script and synopsis attract? This question very obviously asks the participants the characteristics they believe that the audience who would be attracted to this film would have. Interview 1 response: "People who are interested in social realism films and are of a higher education level and people who have taken media" Interview 2 response: "I think it attracts an 18 to 25 year old because the character is 18 years old so its more likely that people that age will be able to relate" Interview 3 response: "I think the script and synopsis will attract social realism fans and people that know of people in those situations" Interview 4 response: "I think it attracts a male audience because the main character is a male and the age range is 18 to 30 because you're easily influenced between those ages Evaluation When looking through my results and gathering them together, a conclusive response to the characteristics of my audience were generally male, aged 18-25's and educated to media.

How do I attract/ address them?

Sight & Sound Magazine

When looking at my responses it seemed that in order to be interested in my film youd have to have a good level of media education or be a fan of social realism; therefore I feel that an appropriate way to attract my target audience would be to advertise in Sight & Sound Magazine as theyre a niche magazine that attract an audience who are media educated. When looking at their site, it shows they have attracted a big audience for a niche magazine and have made a strong reliable reputation as they currently have 13,000 UK and 6,000 international subscribers all of whom love film and film culture This shows me that advertising here would attract a media educated audience to my film.

How do I attract/ address them?

Social networking Social Realism films are often known for having smaller budgets compared to mainstream ones; this is why social networking felt like an appropriate way to attract my audience as social networking is one of the cheapest ways to advertise; also the fact that when I gathered the responses together I found that my film would attract a 18-25 year old fan base and most 18-25 year olds use social networks - therefore I feel this would be a sufficient way to attract my target audience.

Analysis of my methods
Structure The way in which I structured my questions was to ensure that it flowed smoothly between each category, therefore making for less confusion to the participant. Also I started the questionnaire with more basic questions, this made sure that they didnt feel to pressured and eased them into the more complex questions which allowed them to become more confident in expressing detailed opinions.

Analysis of my methods
Biased The problem with primary research is that it can sometimes be biased and I think in my method my participants were all similar ages and all the same gender, this could mean that I didnt get a varied opinion on who my target audience are and that Ive only got an answer from one perspective.

Analysis of my methods
Creating Detail
10. Referring back to paragraph three in the synopsis do you think drinking and smoking is seen as a realistic way of copping with gambling? 11. Referring back to the forth paragraph of the synopsis do you think the way that Leah behaves in their relationship is realistic?

By taking them to a specific point in the synopsis, it makes them give a more detailed opinion on what they thought about key elements of the film.

Analysis of my methods
Taste and Preferences
1. 4. 9. When reading the script and synopsis what came to your mind and why? Are you interested in the themes and issues shown? Do the situations that Jay has gotten himself into interest you? If so, why?

By asking for a specific answer personal to the participant it makes them more engaged in the interview and story, which makes them express how they personally feel about the media product and why it has this effect on them. Also I have spread these types of questions out throughout the interview as if they get bored of answering questions that relate only to the script and synopsis, they can answer something which requires a response personal to them; this stops the participant becoming fatigued through the interview - as if this happens answers can begin to lack in detail.