Audience Research Quantitative audience research Socio-economic status Psychographics Geodemographics Age & Gender Mainstream/alternative/niche audiences Conclusion

Quantitative audience research Quantitative audience research is when companies gather large amounts of information from large groups of people, this is done by emails, phone calls, and face-to-face surveys to determine how best to make their product appeal to the target audience. For films and marketing this is done with questionaires, these groups are known as “samples” and the larger the sample the more reliable the research is to fall back on. A paper questionaire is a closed question survey, but people can still write on the paper their thoughts and opinions. Digital questionaires collect exact data and desk reaseach is secondary research, going through old reports and publications to back up your own research. Quantative research is numerical data and is best explained in graphs and charts. Qualitive data gives more wordy answers and explains more why people would chose whater particular thing Home Quantitative audience research Socio-economic status Psychographics Geodemographics Age & Gender Mainstream/alternative/niche audiences Conclusion

Socio-economic status This is a means for some people to predict behaviour based on how much a person earns, where they live and their type of education and the characteristics a person may have. In reasearch this data is used to estimate what influences this person may have. Socio-economics are based on the class systems, from poor to rich. This should help explain the class system; http://www.nytimes.com/packages/html/national/20050515_CLASS_GRAPHIC/index_01.html Home Quantitative audience research Socio-economic status Psychographics Geodemographics Age & Gender Mainstream/alternative/niche audiences Conclusion

Psychographics The film industry will use psychographics to target what their audience would typicly go for. Resigned Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older) Struggler Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation. Reformer Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.(Higher Education) Explorer Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - student) Main streamer Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands. Almost invariably the largest 4Cs group. Home Quantitative audience research Socio-economic status Psychographics Geodemographics Age & Gender Mainstream/alternative/niche audiences Conclusion Succeeder Aspirer Strong goal orientation, confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to 'caring' and protective brands ... stress relief. (Top management) Materialistic, acquisitive, affiliative, oriented to extrinsics ... image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation)

Geodemographics from our socio-economic criteria, geodemographics tell us about the type of people for marketing. their age, gender, area they grew up in or live in and their financial class tell us alot about the type of audience they would be. this links in to the psychographic profiles or the seven stereotypes. We rely on these steriotypes because even though people claim they are not stereotypical people they are in their psycology and they dont even realise it. Geodemographics are based on where the target audience live To see the graph for the geodemographics for northampton go to: http://www.beacon-dodsworth.co.uk/site/products/demographic-data/ Home Quantitative audience research Socio-economic status Psychographics Geodemographics Age & Gender Mainstream/alternative/niche audiences Conclusion

Age and Gender depending on the type of industry results in research into the age group target audience. an example is the film industry, they will target films at the age groups of 16 - 24 year olds as they are young, impressionable and have the most spending money and spend lots of time socializing. but its not just age and gender that people are researching nowadays because we live in a multi-cultural society and everything has to fair sex, non sexist and race and age appropriate Home Quantitative audience research Socio-economic status Psychographics Geodemographics Age & Gender Mainstream/alternative/niche audiences Conclusion

Mainstream/Alternative/Niche Audiences Mainstream audiences are stereotyped for the “popular culture” because of their social group. The majority of people tend to like the same things, think the same way and do similar things and this is accepted as normal ore typical of the mainstream “popular” culture. Alternative audiences are different from the mainstream culture because they opt for the seemingly second-best thing to a mainstream audience. This group of people tend to think “outside the box” are more creative and are the opposite of mainstream. However, what is popular with the alternative audience will gradually gain in popularity and this will soon become part of the mainstream culture. Niche audiences make up a small part of social culture and they have unique interests that people neither follow or know about. However, it can be profitable to target a specific audience because even though they are a minority social group their culture and some themes may be popular with other social cultures and this will cause the ideas to grow in popularity Home Quantitative audience research Socio-economic status Psychographics Geodemographics Age & Gender Mainstream/alternative/niche audiences Conclusion

Conclusion In conclusion, my short film “Who’s Jack?” I believe would fit into the explorer and reformer social demographic group, the target audience would be from the ages of 15 to 30 which gives a wide range of people. As a producer or a marketer I would target the film at those social groups who are lower down and at the middle of socio-economic status. Although this would would be targeting a specific audience it could be more profitable than targeting a mainstream audience because there are many things that fit into mainstream and popular culture and that is why there is a vast amount of things that are stereotyped for being mainstream and that could loose marketers and companies profit. Home Quantitative audience research Socio-economic status Psychographics Geodemographics Age & Gender Mainstream/alternative/niche audiences Conclusion http://www.slideshare.net/952501/how-media-producers-define-their-target-audience-19065483