Further Target Audience Research

I have looked into a Case Study which was conducted by the BFI to gain more insight into who are audience is and what they like to see. Within this case study there is a section specifically dedicated to genre preferences of an audience and this has been developed into a table.

I have highlighted the horror genre as this is the genre we are looking into. On this graph it is made evident that both Male and Females enjoy the horror genre generally of equal amounts however it is also apparent that out of these more people below the age of 35 enjoy horror films whereas an older audience are less interested. This further backs the research that we conducted ourselves as we came up with an age range of 16-25.

This table looks at the audience across different ethnicities and it shows that for a horror it is quite consistent, however I have also noticed that under the 'Older Women' category only 16% enjoy watching horror films and this proves that an older audience are not as keen on the horror genre.

I have also looked into audience Psychographics which is a way to categorise audiences based on their personality, like and consuming activity. Young and Rubican created the 'Cross Cultural Consumer Characterisation' (4Cs for short). These are split up into 8 categories;

• Resigned - Tend to be strict and ridged and of an older age
• Struggler - The struggler is alienated and disorganised. Brand choices involves impact and sensation
• Mainstreamer - Favouring big and well-known value for money 'family' brands. The largest of the 4Cs groups
• Aspirer - Find attractive packaging more important than quality of contents. Tend to be younger, clerical/sales type occupation.
• Succeeder - Strong goal orientation and brand choice based on reward and prestige
• Explorer - Enjoy experience and challenge. Brand choice hightlights difference and adventure. Usually the first to try new brands. Younger and/or student.
• Reformer - Freedom from restriction, they select brands for intrinsic quality, favouring natural simplicity.

Through looking at these 8 categories I believe that a horror film would be most enjoyed by the Explorer as they are attracted to new things and adventures. As new frontiers they would be the first to try and experience new things and they would enjoy the many plots and twists within a horror film.