Client research:
Audience research:
Audience Questionnaires and response analysis
• From this research, I learned that my target audience is mostly either from Sunderland or supports Sunderland AFC which is good for my documentary as being from Sunderland or supporting the club might persuade people to watch the video as people tend to enjoy videos that can relate to. My next question was about whether they thought Sunderland as a club has improved since the turn of the century. The response was 2 yeses, one no and one person who thinks that the club currently plays better football than it ever has, but the club’s finances and investing need a complete overhaul before the club can truly improve. This corelates perfectly with my documentary as it shows that the audience have varying opinions on the club, which is what I will be trying to show in my video. The talk of the club's future leads me to my next question where I asked what they think will happen in SAFC’s near future. Again, there was a varying of opinions which will help show different opinions in my documentary, it is encouraging to see so many different thoughts on the projection of the club for the next 10 years or so and it will be interesting to see more people’s thoughts when I conduct the interviews. The final topic was about how the club effects the city, this time there was one response, all the responders believe that the clubs' triumphs and failures effect the mood of the city and the residents in it. This response is what I expected, and I believe the same consensus will remain true when conducting the interviews. Overall, these surveys have proved useful in showing what people think of the club and the future of it and will help me in the later processes of my documentary making.
psychographics and demographics and audience profile
• The social grade of my prospective audience D to E as they are mostly young people from ages 16-25 who will be either unemployed or in temporary part time work, however some may be higher in some instances and could be in the c2 category if they are a bit older. This helps me distinguish the kind of people and language I should be using in my documentary, as the D/E audience will probably relate more to your typical season ticket holding football fans when it comes to these stories and memories surrounding the club.
• The demographics of my audience would ideally be.
- Lives in the northeast
- is between 16 and 25 years of age.
- Any age, gender and status of employment
• The psychographics of my audience would ideally be.
- Sunderland AFC supporter
- Football enthusiast
- Enjoys documentaries.
Reader profile
This is my audience profile for my target audience, it features things that my target audience are potentially interested in. This allows me to better understand who my target audience are as people and what media they consume, this information will help me tailor my documentary to my audience by including the things that interest them. For example, from this profile I understand that my audience are from Sunderland/the north east, Support Sunderland AFC, use social media etc...
Audience viewing data
This is a viewing chart for the amount of time spent watching TV in a day for each age category, this graph shows a significant downward trend in time spent watch TV for most age groups (besides a spike during the Covid-19 pandemic). The reason behind the gradual decrease in watching broadcast TV such as the BBC and ITV etc.. could be due to streaming platforms and the gigantic boom in social media platforms that we have seen over the past decade, with apps like Netflix, Instagram, TikTok and YouTube all seeing unbelievably fast rises in popularity within the last 10 years. What this tells me is that it would be beneficial to make my documentary to be suited for a platform like YouTube or Netflix rather than TV as it would be able to reach my target audience easier, a YouTube video also has the added benefit of being able to be shared amongst friend groups which is ideal for my video.
focus group and response analysis
This is the link to my projects focus group:
Focus group response analysis:
From my focus group responses I have a better understanding of what the audience would want from a documentary about SAFC. Firstly, I asked weather they would watch another Sunderland AFC themed documentary and general answer to that was yes, as long as it was different to the others and didn't repeat the same formula and facts that every other documentary about SAFC does. I also asked what they would want the focus of the documentary to be and from this I learned that they would want to see how the football club affects the city in a societal way and how the club effects peoples everyday lives. Next, I wanted to know how they thought I could focus my documentary to make it stand out from other sports documentaries and from their answers I've gathered that they want something a bit more personal and unique to the city, where I show of the people, culture and how a lot of stuff in the city is effected by the club such as, peoples jobs, the wealth of the city and how the new infrastructure in the city may have been helped by the current revitalization of the club. Finally, I asked weather they would rather watch a more emotive or a more factual documentary, all of them said they would prefer a more emotionally driven documentary as it would better show of the passion and love that people have for the club. Overall this focus group has helped with my understanding of the audience and what they would want in a SAFC documentary, this research will help me make a documentary that is better suited to my target audience.
Existing product research:
Idea development:
Initial idea:
My initial idea was to make a short film based in the north east, this film would a be a parody of the 'Hangover' franchise where 3 men search Las Vegas looking for their missing friend, getting into trouble in the process. My film would try to emulate that, with 3 local boys trying to find a missing item rather than a missing person, the film would have the group looking all around Sunderland as they re-trace their steps from the night before and getting themselves into a lot of trouble in the process. I think this story would appeal greatly with a younger audience as the Hangover trilogy is a series that many people in this generation have watched and enjoy. I think that this idea would suit the brief well as it is showing off the culture of the city in a funny and interesting way with a familiar plot and story arc that the audience enjoys. To make sure that I don't fully copy the real Hangover movie, I will change what happens and what they are trying to achieve in my short film, the story will be similar overall but that is just a side effect of parody. overall, I think that my idea for the short film would effectively show the area, people and overall culture of the city.
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