Audience Research Part V

AUDIENCE RESEARCH PART VO L I V E R W O O L L A R D

OPENING QUESTIONS

For this stage of research I staged a virtual survey for a range of different ages to use. The average age of the users was 32 years old, with the youngest at 16 and eldest as 64. The different generations of people allowed me to gain a better understanding of what the mass market wants. I also had 45% male, 55% female in order to try to have an equal set of results.

QUESTION 1

The majority of those surveyed regularly watch movies, which means the opinions shared in the survey will come from people who are supporting and interacting with the industry. This also means that I may have answers from those corners of the audience that are harder to persuade to see films.

Do you regularly watch movies?

Yes No

QUESTION 2 & 3

Whilst the results show that the majority of people surveyed don’t use smartphone when searching about films, it confirms a gap within the market in which to target through innovative techniques.

Do you use a smartphone when searching about films on-line?

Yes No

Would you prefer to watch a film which has an online website or interactive platform?

Yes No

The numbers of people that would prefer a film to have an online website is a lot higher than those who are actually searching on smartphones. There is a link between the two because this shows that there is a opportunity within the market.

QUESTION 4

Large Graphics

Adaptive Width

Mobile Friendly

Download Content

Character Introductions

Social Media Links

10

Please rate the following elements in their importance for a film promotion website (10 most important, 1 least important)

The results for this question are essential for the design of my website. They clearly show a huge need for Social Media Links as well as Character Introductions, Mobile Friendliness, and Large Graphics.

There is a large range of ratings for the Adaptive Width option. I feel this is because users don’t fully understand the importance of the feature, as it is more noticed by a developer than user.

I will probably use all of the features, but these results show me which to prioritise in order to create a successful product.

QUESTION 5 & 6

Only a small portion of those surveyed currently use QR codes on their smartphone. However the vast number of those who then went on to say that they would be inclined to use one if they saw it on a poster really shows a market that wants this kind of Cross-Media Convergent technology and is willing to try it.

Do you currently use QR codes on your smartphone?

Yes No

Would you be inclined to use a QR code on a film promotion poster

Yes No

QUESTION 7

Surprisingly those surveyed said that they would prefer the QR codes to lead them to a page within the films website that features social links for the film. Just under half suggested this, with the closest other two being the trailer on the film website, and the homepage of the website. With 45% I will follow my audiences suggestions as I feel this is the wisest decision for an effective outcome of the QR tool.

Are critics ratings important to you when you are choos-ing a film to watch?

Yes No

QUESTION 8 & 10

I was surprised to see that so many people use critics ratings to decide whether a film is worth watching or not. The plan to include the reviews in the trailer and posters mean that I will be targeting an audience correctly, that use these reviews to add to their decision. However those surveyed also said that it wouldn’t make any difference to their decision if they just saw it in a trailer or poster. The conflicting results suggests a minor error has been made somewhere, or simply that the audience prefer reading full reviews by critics.

If a poster/trailer features critics reviews, would it make any effect on your decision to see a film?

Yes No