Research - Further Target Market Investigation

In a report (viewable at: wwwhttp://www.bfi.org.uk/sites/bfi.org.uk/files/downloads/uk-film-council-portrayal-vs-betrayal-case-study.pdf) the British Film Institute (BFI) found that 32% of the British public watch horror films. Of males, 36% of under 35s watch them, and 33% of over 35s watch them; of females, 44% of under 35s watch them, and 22% of over 35s watch them. This reinforces our target market decision (under 21s, appealing to both genders but with a slight focus on females) as it shows that horror films are more popular with younger people, and younger females like them more than younger males do.

Psychographics are a way to categorise audiences based on their personalities, likes, and consuming activity. One model that categorises audiences in this way is the Cross Cultural Consumer Characterisation model developed by the advertising agency Young & Rubican. It has 7 categories, Resigned, Struggler, Mainstreamer, Aspirer, Succeeder, Explorer, Reformer, and I feel that our target audience will probably be Explorers, as they are often the first to try new things, are more adventurous, and will therefore be more open to the idea of a scary film.