Primary Research
Primary research is information which has been obtained first-hand for a specific research purpose.
Screenplay Research Questionnaire
During the process of conducting market research for my screenplay concept: Living in the Future, I created a questionnaire. This questionnaire was distributed to friends, and class members, to obtain primary audience research. The data obtained from this survey helped to inform the direction of my screenplay and ascertain if the concept was viable.
In the first section of my audience research survey, I asked demographic questions about my audience. This helped give context to the rest of my questions, and helped me choose the target demographic group for my film.
In the second section of my audience research survey, I present the respondent with a synopsis of my screenplay. Based on this synopsis, a series of questions are asked about my film. Some of these questions are qualitative (e.g. “what are your top three film genres?”) and some are quantitative (e.g. “how regularly do you watch films?” - which uses a scale to obtain a quantitative answer.) The quantitative answers from this section of the survey allow for easy numerical analysis.
Overall, this piece of primary research has been highly useful, as it has allowed me to directly gather audience data; this has helped me gauge my film’s appeal and target audience.
Questionnaire Results
After I had 15 responses to my audience research survey, I collated the data obtained in a presentation. To help analyse this primary research, I created a series of graphs and pie charts to visualise the information. For example, the “what are your top three film genres” question would be difficult to analyse as individual responses. I created three separate graphs, visualising respondents’ first, second and third choice genres.
From this primary research, although the group of respondents was small, I can conclude that there would be a market for the comedy elements of my film. The majority of respondents (7 out of 15) said that comedy was their top film genre.
It was helpful to have completed this primary research questionnaire, as I obtained real opinions of my film from individuals. Using a secondary research approach (for example, looking at the success of similar films) would not have given the same level of accuracy and detail.
Interview Example - How Much Does Your Outfit Cost
As part of our Depict! film, our group conducted interviews about our interviewee’s clothes. We asked two main questions: “how much does your outfit cost?” and “do clothing brands form your identity?”. The responses from these questions formed the basis of our film, with commentary being added in response to the answers. A transcript of the responses obtained is below.
Using interviews (primary research) in our short film helped to gain real-world opinions; building a level of trust with the audience.
Secondary Research
Secondary research describes data that has been collated from an external source.
Unilever Re-branding Pitch
During the TV advertising unit, I chose to rebrand PG Tips, a Unilever company. Below is my re-branding pitch for PG Tips. For my rebranding pitch, I conducted a range of secondary research, which I will detail below.
In my first slide, I introduce Unilever (PG Tips’ parent company). Providing background information about Unilever helped to provide context for PG Tips’ history. The information obtained about Unilever was mainly obtained from Unilever’s website, with some additional information being obtained from the Unilever Wikipedia page (wikipedia.org/wiki/Unilever.)
Next, I discuss PG Tips’ current brand identity. Data about PG Tips’ current brand identity was obtained from a number of secondary sources. For example, a Design Week article discussing PG Tips’ rebrand in 2015 was used (designweek.co.uk.) Using secondary research for this slide was helpful, as it allowed existing opinions of PG Tips’ brand identity to be amalgamated.
In the following slides, I include some examples of existing marketing PG Tips marketing campaigns. However, these are primary sources of information, as they were made by PG Tips themselves.
In the final slide, I outline the BCAP code (a set of rules that apply to all adverts on radio and TV.) This slide helps the viewer understand the potential limitations that the PG Tips advert may be subject to. A secondary research approach for this slide was helpful; as the BCAP code without context may cause confusion. For example, I used Wikipedia (secondary source) to gain an overview of the topic.
TV Advert Analysis
To gain knowledge about existing adverts, I analysed a Freeview TV advert. I researched who the target audience for the advert was; when the advert first aired; the characteristics of Freeview; regulation and codes/conventions. Using a secondary research approach was crucial, and some information had to be collated from multiple secondary sources. For example, I researched regulation using both the ASA and Ofcom websites.
Some slides in this presentation are based on personal opinion, and do not constitute as secondary research. For example, the slide titled “does the ad follow AIDA?” is based on personal opinion.
Depict Research
During the pre-production process of the Depict unit, I conducted research into existing Depict productions. This helped show what could be achieved within the limitations of the 90-second format. When watching the films, I took notes on the shot types and narrative. For each film, I created a summary - generating my own secondary research.
This film uses limited shots, and only two people to deliver a powerful message about 40 girls from Iranshahr city who were raped and feared to tell anyone. The paint that the lady is spreading across her face is symbolic of how she feels trapped in her own thoughts. As the video continues, the lady spreads the paint across her face more quickly. This is symbolic of how she feels that as time passes, she becomes more uneasy about speaking out; trapped in her own thoughts.
Throughout the video, close-up and medium shots are used. The close-up shots are used to emphasise the lady’s facial features and expressions – they show how entrapped and emotional she feels. The medium shots show her emotions spilling out; we can see the paint strewn across her clothes. The drops of paint are representative of her finally telling others about her experiences.
At 30 seconds, we can see another woman’s face, with the top half covered by a rock. This shows that she has been stripped of her sight – she’s blinded by her own thoughts, unable to tell others how she feels. The hand that clasps her mouth is symbolic of men intentionally silencing the rape victims; an attempt to hide their crime and protect themselves.
The music in this video has been chosen very well, complementing the solemn, dramatic nature of the video. The lady spreads the paint across her face in time with the music – further emphasising her feelings of fear.
This video begins with a man trying to sell his bike. He points out the bike’s features – using hyperbole - in order to convince the other man to buy the bike. This sales pitch is going well, until a unicorn arrives. The unicorn is described as able to “fire rainbows out of its horn” and “draw the energy out of the universe.” The use of dialogue here is key to the film, allowing the audience to feel sympathy for the person selling the bike. Colloquial language, such as “innit” and “nah man” adds comedy to the film – increasing the viewer’s enjoyment.
The pace of this film is fast – the shots change very frequently. For example, at around 15 seconds, we move from a close-up shot, to a medium and then a close-up of the bike again, all in the space of a couple of seconds. This allows the viewer to engage with the whole scene, seeing the location. At 23 seconds, we have into a tracking shot of the unicorn moving into a worm’s eye view. This allows the viewer to see all angles of the unicorn and admire its features that are described.
This film starts with a sombre tone, focussing on how Daryl is singled out in society. Daryl then says the best reaction would be “every single person laughing.” This shocks the audience – we feel sympathy for him. This is followed by the scene changing to a pub, with upbeat guitar music in the background. In this scene, we understand that Daryl has turned his appearance into something positive: a career of comedy.
At the start of the video, extreme close-up shots are used – focussing on different parts of Daryl’s head. This gradually unveils Daryl’s face to the viewer, increasing the tension. We are also shown an extreme close-up shot of his walking stick, further emphasising Daryl’s condition. We first see Daryl’s whole body at 19 seconds, where a black background has been used. Furthermore, Daryl is wearing black clothes, almost as if he’s blending in with the background. The black colour represents Daryl mourning about his appearance.
At 50 seconds, the tone of the video changes. Colours are brighter, and Daryl is wearing a green top (symbolising happiness.) The difference in colour confirms that Daryl is in fact finding happiness, juxtaposing the solemn beginning.
Quantitative Research
Quantitative research is numerical information that can be used for statistical analysis.
Screenplay Research Questionnaire
Some of the results from my screenplay audience research generated quantitative data. For example, several questions can be answered with a position on a scale. The question “how important is historical and factual correctness in a screenplay?” prompts the respondent to select a number from 1 to 5 (1 = not important and 5 = very important.) Using a scale to answer questions allows a response to be quantified, making for easier analysis.
Quantitative Results
Qualitative Research
Qualitative research is descriptive, opinionated information that can show how we perceive the world.
Screenplay Research Questionnaire
Furthermore, some of the responses in my screenplay research questionaire prompt for qualitative answers. For example, the question “what is your top film genre?” is open-ended and qualitative, allowing for the respondent to enter their own opinion, without any bias or influence. However, the qualitative results are harder to analyse, due to the open-ended nature of the questions.
Qualitative Results
Market and Audience Research
Audience research is any research that is conducted to understand an audience’s opinion and attitudes; essential to the success of any media production.
Script Proposal - Audience Research Slides
As part of my script proposal presentation, I conducted research into demographic and psychographic groups, in order to find the most suitable audience to market my screenplay to. I decided my primary demographic audience would be the middle class, and primary psychographic would be the 'reformers.'
By conducting audience research, and deciding upon the demographic and psychographic target audiences, my screenplay is more likely to be sucsessful.
PG Tips Rebranding - Audience Research Slides
In my Unilever re-branding pitch, I discuss how I aim to re-brand PG Tips for teenagers. To facilitate this re-brand, I would distribute my advert using YouTube and social media, instead of terrestrial TV. To back up this plan, I gathered audience research, for example: "According to ‘Omnicore Agency’, millennials prefer YouTube two to one over traditional television." I decided that my secondary distribution channel for the advert would be ITV, as "according to BARB, ITV is the second most viewed channel in the UK, with a weekly reach of 36.5 million people."
Overall, conducting market and audience research would help successfully target my advert to the correct demographic.
Production Research
During the pre-production stages of our Depict project, we conducted an array of production research.
In the document below, the first section includes performer release agreements. This includes personal details about the performer (e.g. contact details), which constitutes primary research. A brief description of our production is included on the forms.
Next, I have included a location release form. This location release form grants permission to use the college property for recording scenes for our Depict project. Included on this form are details of the crew and property owner.
A location recce form details the sites used in our film. Primary research (e.g. visiting the sites), helped ascertain the locations that were required. Photos and descriptions of the sites are included on this form.
A production schedule helped ensure that our project stayed on track throughout - setting deadlines for each stage of the production. Research into the equipment and props required for each stage ensured that our group were prepared.
Finally, a risk assessment form is included. This is primary research; each risk had to be investigated and countered with a preventative action, helping our group to stay safe throughout the production.
