Market Research Survey Analysis

Our surveys results show a widely younger response (primarily that of the age 17 to 20). Although this shows this age group as slightly more ‘conscious’, it does not necessarily mean that our primary audience is of that age group.

 The results show a balanced response from men and women as were to be expected.

Of these people, a wide range of mediums with which to receive the films they watched was roughly balanced between the categories of TV, on demand (Netflix, Lovefilm), illegal streaming and DVD, although admittedly people seemed to be more inclined to watch films illegally on the internet.

Those answering the survey said that they were most likely to learn about films through word of mouth, the Internet and YouTube. We are becoming more and more aware of the use of Internet as a vital advertising tool.

 A large portion of our survey group showed a preference of comedies and drama, with very few actually choosing documentaries. This information helped us narrow down our audience to a fairly niche one that is not primarily composed of the group that answered our survey (young, technologically minded people).

 To further this, our survey group nominated actors as the primary reason for wanting to see a film, whereas actors are not actually used in documentaries.

Most of our survey group viewed films in Picture House cinemas, which is a positive thing as documentaries are commonly screened in this chain of cinemas, as would be the case with our film.

The niche audience our film would attract would be of people interested in cinema, and so would follow film magazines, although the human interest our film delivers would help to attract a more general audience.

 The survey shows that although around half of our are ‘interested in film’, very few of them follow film magazines (20 people skipped the aforementioned question). Of our whole survey group over half of the subjects said that they were interested in film festivals, showing a degree of interest in film which is backed up by the amount of our survey group that purported to watch a film at least one film a week (19 out of 29).

CS.