Pre Production: Target Audience

Target audience



The target audience that we were originally thinking of going with was 15 - 35 year olds who are in the social class group of A B C1 C2 and that go into the psychographic of Aspirer, Succeeder, Explorer and Reformer. After our focus group feedback we successfully chose to target a more niche target audience instead of a mass target audience. 

The age range we decided to go with is 15 - 35 years of age because films that are similar to our production and that have made a successful profit are targeting at this general target audience. Furthermore, the females in the focus group said that even though our production had a good idea its not targeted at the female gender as there was no significant female character for them to identify with. So the population from female to male that we will be targeting the production towards is 35% to 65%. The psychographic group we decided to target the production at is Explorers. This is because they are the group that are more inclined to trying and testing new products that they have never tried. This may be an unusual target audience for an art house production however I think it will be a good idea.

The Psychographic groups that people may belong is shown below:

The 4Cs
Resigned	Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older)
Struggler	Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.
Mainstreamer	Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands. Almost invariably the largest 4Cs group.
Aspirer	Materialistic, acquisitive, affiliative, oriented to extrinsics ... image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation)
Succeeder	Strong goal orientation, confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to 'caring' and protective brands ... stress relief. (Top management)
Explorer	Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - student)
Reformer	Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.(Higher Education)