1. Target Audience
Research III
QUALITATIVE RESEARCH
KAT IE R AN N S

2. Primary Research is the collection of data and information directly from it’s
source, such as interviews and questionnaires.
Secondary Research is research you have obtained by already existing sources or
information, like a company or organisation who have researched similar
information to you.
Qualitative Research has much more open questions, giving the respondent a lot
more control over their own answer so it is very broad and more difficult to
analyse. The answers are as long or as short as the respondent pleases. To
analyse it would be best to find reoccurring themes using content analysis.

3. My Research and the Key Questions
The form of my primary research involved qualitative questions – some were
demographic based, others were object-oriented thus helping to answer the target
question “Who would be the audience of your media product?”. By including
demographic and object-oriented questions it became a lot more easier to see who my
target audience was and the features they’d like to see in an opening film sequence.
Secondary research helped me to approach my audience as my Target Audience
Research II highlighted who is most likely to watch and enjoy films more than others,
which was the 15-20 age range who lived in the suburbs, so according to this I made sure
to approach people within this target demographic. More secondary research was
conducted via google; I researched templates for qualitative questions so this helped me
structure the questionnaire I used.
“How did you address your audience?” – the lexis used was quite formal as I hoped that
with my participants being in further education they would more easily understand but
also understand that this questionnaire required serious, honest responses.

4. My Qualitative Questionnaire
The questionnaire included as total of 18 questions, 4 of them being more demographic/quantitative
than the rest just to get an idea of who is answering it. The questionnaire was answered by users of social
realism rather than non-users so I could be sure they understood what the questions were asking. The
majority of the questions asked the participant to comment on their feelings about film types –
mainstream and social realism – but also about film opening sequences so the answers were able to help
with my initial project of creating a social realism opening film sequence.

5. The Questions
1) What is your date of birth?
2) What is your gender?
3) What region do you live in?
4) What is your employment status or income?
5) Where were you educated? How long for? When was you educated? In your
opinion, what sort of quality was the education?
6) Do you enjoy watching films? Why?
7) How do you feel about big budget “Hollywood block busters”?

6. The Questions (continued)
8) Why do you think Hollywood films are mostly globally successful
which attract major audiences?
9) What movie opening that you’ve seen is very memorable? Why?
10) What do you think about lower budget, independent
films/cinemas?
11) What do you understand about the term “social realism”?
12) What do you think an issue within a film narrative would be?
13) What do you think a theme within a films narrative would be?
14) What type/genre/style of film do you most enjoy? Why?

7. The Questions (continued)
15) What features of a film opening would make you interested in wanting to
watch the rest of the film?
16) What features of a film opening would help touch on serious themes and
issues?
17) What are the best and worst features, in your opinion, of a mainstream
big budget film?
18) What are the best and worst features, in your opinion, of a smaller
budget social realist film?

8. (It printed obscurely so scanned odd too)

12. Content Analysis
Once I had conducted my primary research I analysed the results by
finding recurring themes within the participants answers.
1, 2, 3, 4, 5, 6) As predicted, my demographic questions
revealed that they were young adolescents who enjoyed
film and were still in education – they are my target
audience.
8, 17, 18) However, what was also recurring themes were that they
understood that Hollywood films were more successful because of their
bigger budgets and found that although they had good storylines, they
were far fetched and unrealistic compared to a social realism, lower
budget films.

13. Content Analysis
12, 13, 16) The participants knew the basics between what
an issue is and what a theme in the narrative of a film
would be and thought the best way for a film opening to
touch on these themes and issues would be a slow,
mysterious yet attention grabbing scene.
7, 9, 10, 11) My participants believed Hollywood films to be good as they’re
usually a spectacle to see yet the openings of films that strike them the
most are odd and mysterious. As I asked user segmented audience, they
partly understood what is meant by ‘social realism’ so believed
independent, lower budget films to mostly be a deep meaningful portrayal
of real life but sometimes can have bad acting.

14. Content Analysis Conclusion
Through my Target Audience Research III, I am able to conclude that for my
opening film sequence to be appealing to my audience it must feature a sense of
mystery as well as a shocking, gripping sequence to reveal a particular theme or
issue. The acting must be as good as I can possible obtain to keep the audience
interested and the location and characters are to stay very realistic.