Further audience research

We wanted to have a more in depth understanding of our audience and in order to do so we looked at a survey carried out by the BFI, in which states 32% of the British public aged 16+  enjoy the horror genre with an males and females both having a fairly equal preference for the genre. This further research coincides with our ideal audience as it seems that the majority enjoying this genre are below the age of 35, this especially apparent with females where the preference for horror halves from 44% at below the age of 35 to a mere 22% above the age of 35. The BFI survey encouraged us as a group to target the younger audience and this encouragement was further backed up by our questionnaire.

We believe by choosing a popular genre we are able to reach out to a much wider target audience, when conducting our questionnaire we found the majority preferred horror to other genres (we were also made sure we surveyed a range of people of different ages, social classes, gender etc.) 

VALs (values attitudes and lifestyles) is a research method used for market segmentation. It is a way of tailoring your product in order to advertise to the consumers who are most likely to buy your product, this is especially helpful when looking at genre films as take horror for example, those interested in the genre may expect to see dark colours, with red blood splatters advertised to gain their interest. 

Advertising agency Young & Rubican developed another method of classification knows as the 4C model (Cross Cultural Consumer Characterisation model) it categorises consumers into categories such as the resigned, who are rigid, strict, authoritarian typically the older generation who’s brand decisions reflect that of safety and familiarity. The struggler, who’s often disorganised and impulsive their brand choices tend to be sensation orientated e.g.  alchohol and lottery tickets. The mainstreamer; domestic, conventional, part of the mass and favour well known ‘family’ brands. The aspirer, who is materialistic and oriented to the packaging rather than quality. The succeder who’s brand choice is based on ‘caring’ brands e.g. fair-trade. The explorer, who exudes energy and strives for challenge, they’re often the first to try new brands. And finally the reformer, who’s focused on personal growth who opts for high quality brands.

I believe our production will target the explorer, often eager to try new brands and often students. They have a willingness to experience new things I think this is particularly applicable in terms of films they will want to see a brand new film out on the marker whereas the resigned category are more rigid and there is a certain stubbornness when it comes to changing their consuming habits, therefore are most likely to watch our brand new film as they have an eagerness to differentiate and explore.