Qualitative Audience Research

BEFORE WE PRODUCED THE MAGAZINE FRONT COVER AND POSTER FOR OUR FILM, WE FIRST HAD TO SEE WHAT LAYOUT OUR TARGET AUDIENCE WOULD WANT. FOR THAT REASON WE GOT A GROUP OF INDIVIDUALS WHO WE FELT

REPRESENTED OUR TARGET AUDIENCE WELL AND PUT THEM IN A FOCUS GROUP TO SHARE THEIR THOUGHTS ON

OUR TEMPLATES, GIVE US FEEDBACK OF A QUALITATIVE NATURE.

KILLER

ACOLADE/REVIEW ACOLADE/

REVIEW

ACOLADE/REVIEW

ACOLADE/REVIEW

TAGLINE

FILM CREDITS

PRODUCTION, DISTRIBUTION COMPANIES,

ETC.

CERTIFICATE

“Wow, this is really good, everything is so organised and I think having the killer so close to the camera is a clever idea as it makes it feel like he is bearing down on you.”

POSTER TEMPLATE; 1

“I think the way this page is positioned is good, everything is where it should be and it looks like a professional film poster should.”

“Showing the accolades/reviews the film has won is a good idea, it will make people want to see the film”

This was the groups favourite page as they felt having the a close up of the killer made it more menacing, they felt the composition of the page was very neat and tidy. They also felt that it looked professional and having the accolades/reviews the film has won on the poster was a good idea.

VICTIM

ACOLADE/REVIEWACOLADE/REVIEW

ACOLADE/REVIEW ACOLADE/REVIEW

TAGLINE

FILM CREDITS

PRODUCTION, DISTRIBUTION

COMPANIES, ETC.

CERTIFICATE

POSTER TEMPLATE; 2

“I like this one too, but the composition is not as good as the last one (template; 1).”

“I don’t like the fact that the victim is the main image on this one. It’s okay, but just not as scary.”

“I think this is quite bad, it does not resonate with me, I feel nothing towards this.”

This was the groups least favourite of the three, I feel that they just did not find it strong enough in terms of the main image, it did not affect them like template; 1 did. They also did not like the composition of the poster which is important as this is a major part of what makes a poster look professional.

KILLER

ACOLADE/REVIEWACOLADE/REVIEW

ACOLADE/REVIEW ACOLADE/REVIEW

TAGLINE

FILM CREDITS

PRODUCTION, DISTRIBUTION COMPANIES, ETC. CERTIFICATE

POSTER TEMPLATE; 3

“This one is also nice, I like again how close the killer is.”

“I think the title of the film is too low on the page.”

“I like the first one just a little bi more than this, both top class.”

The proffered template; 1 over this one due to the composition, they didn’t like how low the name of the film was.”

MAGAZINE TEMPLATE; 1

“The colours are nice, organisation good and the fact the killer is the main focus just like the poster improves the brand identity.”

“Everything is positioned nicely, I like the film tape running down the side.”

“The fact that the typography is the same on the poster as it is on here is a intelligent touch.”

MASTHEADBANNER

ARTICLE

ARTICLEBARCODE, ISSUE NUMBER, PRICE

KILLERARTICLE

With this template the feedback we got was extremely positive, they liked the composition of the page, the emphasized brand identity and small things like the film tape running down the side for the articles to go in.

MASTHEADBANNER

BARCODE, ISSUE NUMBER, PRICE

VICTIM

ARTICLEARTICLEARTICLE

OFFER

MAGAZINE TEMPLATE; 2

“This one is nice as well, the space is filled up well, not so sure about the position of the barcode, issue number and price though.”

“Having an offer their to fill up space is a very useful edition as it will convince more people to buy it.”

“I don’t like the fact that the villain is on the cover as it is supposed to be threatening, and it’s just…not.”

The focus group did not like this one so much as although they liked how the space vacated by making the film tape horizontal was used to fit in an offer they did not like the fact that the victim was on the cover as it was not threatening and they also did not enjoy where the barcode/issue number/price was.

MAGAZINE TEMPLATE; 3

“I don’t like the angle of the film tape at all, it looks like a child designed it.”

“It’s fine I guess, just not as good as the others in my opinion.”

(No comment)

MASTHEADBANNER

BARCODE, ISSUE NUMBER, PRICE

KILLER

ARTICLE

ARTICLE

ARTICLE

OFFER

We were kind of glad that they did not like this one, it was not our favourite either, the focus group felt that this was too childish looking and it just did not look quite right.

Conclusion

In conclusion I feel that the feedback given by the focus group was invaluable. As the people in the focus groups were people from our target audience it gave us real life insight into what to do when constructing our poster and magazine. What to put in them, what to avoid putting in them etc. and a real appreciation for the the importance of details.