MARKET RESEARCH – SURVEY ANALYSISBy: Rachel Gibson

FINALLY THE WAITING IS OVER!

HAVING RECEIVED OUR 25TH RESPONSE TODAY, I CAN NOW SAY THAT THE RESULTS

AND CONCLUSIONS DRAWN FROM THIS DATA ARE STATISTICALLY CORRECT.

QUESTION 1 - AGE

• The purpose behind this question was to certify that our survey was being answered by our target audience, the people our film is aimed at and therefore the likely consumers of our product.

• As our film is aimed at parents, the fact that most of our respondents were between the ages of 31 and 40, indicates that the results I have collected were relevant and useful.

QUESTION 2 - GENDER

• Out of the 25 people who answered, the division between the male and female participants was almost even. This means that my survey has been answered by a varied audience within our target market.

• As a result of this, any conclusions taken can be seen as relevant to both men and women within my target audience.

• There is a slight imbalance in these results; more men have answered my survey than women. This could suggest that men are more likely to watch my thriller than women are. However, this was to be expected as statistics I have studied show that men are more likely to watch thrillers than women are anyway due to personal preference of genre.

QUESTIONS 3 & 4 – THE MOVEMENTSThis was my probe question, which means that question 3 feeds directly into question 4. Therefore, the two must be studied alongside each other.

QUESTIONS 3 & 4 – THE MOVEMENTS

• Question 3 was a simple question that was quite open to interpretation; how much knowledge classified as ‘know[ing] anything about either movement’ was dependant on the reader. The following question then demanded more of the person answering.

• The reason I asked these questions was to clarify that even though they are not necessarily Leaders at Scout troops or Girl Guide packs, our film scares all parents alike.

• The answers this question received were a mixed bunch;

QUESTIONS 3 & 4 – THE MOVEMENTS

• The majority of those who’ve answered my survey (an outstanding 60%) know little to nothing about both Scouts and Girl Guiding.

• As a result of this, they may be less emotionally connected to the thriller than those who know relative information about one or both of the movements.

• That said, the concepts of ‘paedophilia’ and ‘kidnapping’ are not uncommon. This means that while parents and Leaders may be more affected by my film, it is not so niche that the ideas I portray are irrelevant to the general public.

• In addition, my survey emphasised the reach the Scouting and Guiding movements have in this world; approximately a quarter of my survey takers have been involved in one of the movements in their lifetimes. This therefore indicates the size of my target audience to be larger than I expected.

QUESTION 5 – CHILDREN?• Most people don’t think about such

things, and so when they reached this question, I received a number of phone calls from participants.

• The results of this question may have been a concern (only 44% of survey takers answered positive) , however, the results of question 7 utterly contradict this; showing that what people think of consciously as ‘scary’ is not always what they find truly scary.

QUESTION 6 – OTHER THRILLERS• This question was another one whose

answer lead on to the next question.

• It was more important to me that some films, such as Obsessed and Evilenko, were more familiar to my audience than others were.

• This is because it is these films that inspired mine greatly and therefore it is by the people answering rating these that I would be able to estimate how my film will be perceived.

QUESTION 7 – HOW THRILLING?

• I found an interesting contrast occurs between this question and question 5. The majority of people commented ‘no’ when asked if ‘children, as objects of focus, [are] more scary than adults’, but an overwhelming majority actually do find this statement to be true as Evilenko was found to be the scariest film of the five options and Obsessed was not far behind it on the scale.

QUESTION 8 – WHAT THRILLS YOU?

• This was a very general question that allowed my audience to say what scares them out of the broad genre of ‘thrillers’.

• Unsurprisingly, I received varying answers. Yet it was comforting that several people mentioned themes similar to my film’s.

TARGETTING PARENTS

• Having looked through the list of survey takers, I found that a large number of them (18 people – 72%) are parents. Due to the fact that these respondents have children, they should also be more affected by my thriller emotionally than those who don’t have children. The data shown in the questionnaire results supports this theory.

NOW THAT I HAVE PERFORMED ENOUGH MARKET RESEARCH TO GET A CLEAR IDEA OF MY AUDIENCE AND WHAT SCARES THEM, I AM

ABLE TO CONTINUE WITH THIS FILM, KNOWING HOW BEST TO REALLY GET UNDER THEIR SKIN!

Thanks for reading my analysis!

Rachel Gibson