EVALUATION ACTIVITY 4Joel Guest

Psychographics + Demographics

We decided to focus on teenagers as our target audience, hence why we have selected 3 teenagers living in and around the London area to base our audience profile on, by using Demographics. Demographics are used to determine the roles adults partake in things such as jobs, race and location. In the film and media industry, producers shape their media text or product around the demographics of a potential audience, suiting their needs and attempting to attract the most number of viewings/ ratings as possible. Therefore we felt it was vital to gain profiles of older teenagers, as they are the ones we are aiming our target audience at. We gathered information from 3 different teenagers with different backgrounds although demographically the same, to try and break down a clear target audience for ‘Underpass’. We chose to profile 2 males and a female, as we felt that stereotypically boys enjoy more action, chase scene and violent orientated film than girls, hence more boys were selected for us to profile.

We also used Psychographics to try and base ‘Underpass’ on. Psychographics is the study of personality, values, attitudes, interests, and lifestyles, and we took this into account when selecting the target audience for our thriller. The 3 teenagers I selected are all in the C1/ E category, as they are young adults who are all employed with a part time job, however are a still in full education. This relates to many fellow students at our 6th Form, who will watch our thriller first hand and hopefully enjoy it, sharing it with their friends and so forth.

Profile 1

Name: Jason Cranfield Age: 19 Interests: Concerts, Golf, Scuba Diving Dislikes: Trains, Heavy Metal, Hunting

Jason is an ambitious individual who works hard at every task laid down in front of him. As well as studying Architecture at Hertfordshire College, he loves to play golf at his local club, and his talents have stretched to being invited to youth tournaments in Qatar and Scotland. Craig works part time in Abercrombie & Fitch, and occasionally enjoys watching his local team Charlton play on a weekend. His musical tastes include Indie music, and attends gigs around London with his friends, as well as being a regular at festivals such as ‘V’ and ‘Wireless’.

Profile 2

Name: Sarah Goldstein Age: 17 Interests: Horse Riding, Shopping, Travelling Dislikes: Sports, Rihanna, Smoking

Sarah is a 17 year old student currently studying her A- Levels at a private college in Kensington. She enjoys spending time with her 2 horses, Ditsy and Bilbo. Sarah loves getting the short tube journey to central London on her days off, and shopping in Westfield Shepherd's Bush and Oxford Circus. Sarah is from a wealthy, Jewish family, which owns apartments in San Francisco, New York and Dubai. Sarah also enjoys swimming and visiting the cinema with boyfriend Craig. Her favourite genre of film is comedy, although she loves a good thriller from time to time.

Profile 3

Name: Cory Whitbread Age: 16 Interests: Surfing, Technology, Scary Movies Dislikes: Roller-coasters, Ice Skating, Meat (Vegetarian)

From growing up on the Cornish coast to Californian parents, Cory has surfed all his life, and regularly travels back to his place of birth to continue his passion at every given opportunity. Cory is also very interested in technology, Apple products in particular, and works part time at the Apple Store in Westfield Stratford after he finishes college, 3 days a week. This ties in with his IT course he is undertaking at Havering Sixth Form college, where he is also the founder of the ‘Sixth Form Film Club’, in which once a month he sets up a cinema room and him and fellow students watch a scary movie or thriller of choice.