Audience and Producers

Task One: Be as precise as possible in your explanations and illustrate with

expansive examples.
Name: Mollie Tuck
Producers and the Audience
Assignment questions
What is the difference between quantitative and qualitative audience
research?i
Qualitative audience research is mostly written summaries or questions which
can be complex and in-depth (dependant on the participate) and give a detailed
understanding of the participates experience and what they thought of the
overall piece. This is normally done with a few people or a small group as
collecting this data can be time consuming due to the researcher needing to read
each response and analysis it. Another disadvantage is that the participates may
not write or write in detail as it is time consuming for them to complete the
questions. It can also be somewhat a challenge for some as some may struggle
to understand the questions or may struggle to write. Therefore the research
may not get a balanced response.
Quantitative audience research on the other hand can be done by larger groups
of people and takes less time to record. This is because this research is more
number and statically based with the participates picking one or two opinions
from a given list. It is used as it is easier for the participates to use, meaning that
there is usually more quantitative questions than qualitative on a questionnaire
(but not always.) The disadvantage with this is that is not specific enough and
limits the researcher in details. Also if there is a middle option or an option that is
undecided (e.g. do you agree? Yes, not sure or no) many would pick that as it
means they don't need to think to hard. However a producer should ask for
people who are willing to do the questionnaire/ survey before hand as these
people would hopefully completed unlikely a group who only thought they were
there to watch a film.
Give comprehensive examples of how media producers use quantitative
research when creating a product? ii
This type of research is used by media producers who want to know the overall
feel from their target audience. Because of large amount of people involved with
this type of research, the producer has the advantage of using the opinions of
many, leading to things being changed or kept. Producers can get facts/statistics
about their media or product and what the differences compare to similar
products on the market. They can view percentages of the results and see what
the audience liked about a certain thing or not. This result can be split into
different categories easier than qualitative like: race, sexuality, age and gender
because it is easier for a producer to have a rounded and somewhat
stereotypical view of their likes and dislikes than from qualitative which is to
detailed. For example at a test screening, the producer may ask with a yes, no
or dont care for whither they liked the leading actress of the film. This would be

collected numerically and analyse to see if the actress is liked or not. It also
reinsures the producer to know that their final product is the best.

Give comprehensive examples of how media producers use qualitative

research when creating a product? iii
This type of research is used by media producers who want to know what they
target audience thinks about a specific area/scene/person or object. This type of
research is often more detailed and can help pin point any issues if necessary.
The producer could get this information from a focus group which gives them one
to one conventions with the target audience and get their feedback. This could
help the producer gain a great understanding of what needs changing then
quantitative research. It helps them make lots of changes and look at different
opinion before the product is released and so they dont get a bad reputation;
with the final product suiting the target aud8nece. An example of this is from the
film Little Shop Of Horrors when the producer did a focus group and found out
they hated they death ending. He changed it to a happy now and the film
became a success.
Describe and comprehensively explain what is meant by an Audience
Profile.iv
Audience profiling is the term given by media producers to those who engage
with films or other media (such as games or books) by reading, watching or
listening to it. In short, media producers will place audience members in different
groups dependant on things such as economy information (income and buying
habits), social habits (which in turn can lead to geographical locations.) It is very
important to media producers as they want their products to be sold and gain
the greatest audience possible for the product. It can also help with advertising
as general social and economically information about the target audience can
help them to decided the most effective why of advertising.
Socio-economic status is used by producers to find the right class for their target
audience and product. You have upper (wealthy), middle (not wealthy but
content) and working (low paid.) Some films can be made with the upper class in
mind for example foreign or sub titled based as upper class is seen to be well
educated in different languages and literature. The content and design would be
perfectly presented and the film would limit in thing such as drugs and bloodviolence. When advertising the producer would is The Broadcasters Audience
Research Board (BARB)to decide which adverts would go where for example an
advert for a dance film aimed at the middle class would be placed between
talent shows as this is relating to the show but liking to the target audience,
however they need to ensure that the shows are talent and not reality as this is
what the low class would stereotypically watch and would not be interested in
that film. This can be linked with geographical status and ethnicity.

Demographics can be linked to socio economic. Using these charts help the
producer to narrow down the best target audience as well as it being the most
common audience profiling method by splitting the working population into
job/role types which is around six groups. These groups each have a number
and description of status and income of members. This is easier then socioeconomic as there is a larger variety of choice when finding a target audience.
For example the film features builders and business men giving the produce
two groups in which there could target. AB because it features a business man
and C2 because of the builder.
Age and gender is important when audience profiling. The producer would need
to know the age and gender before they look into having a target audience, its
sort of like the structure and usually the first thing that is decided due to the
biggest difference in opinions. For example a producer would want to aim a film
about the Chernobly disaster at people aged 40-60 years as they were living at
that time and would be more interested than a 13 year old who has no
knowledge or experience of this. Sexual orientation can also be linked here.
Give comprehensive examples of how media producers use audience
profiles when creating a product? v
Audience profiles can hep producers in many ways. Economical information from
the audience can allow producers to judge whether or not their target audience
has financial resources or need for the product. For example young children does
not have access to Netflix so a DVD brought by a parent would be the best
option and the easiest as children can learn to play the DVD themselves.
Audience profiling may also show different primary languages and that short
snappy slogans are better than long worded ones as its easier for people whose
languages is secondary or those who struggle which their primary languages.
Arguably this is a somewhat a business plan as its hard of producer to decided
what to do without one as it features detailed information about age, gender and
demographics etc. This could essentially lead to guesswork which would have
seen the product fail. Producer may build their products constantly around a
certain target audience, therefore this information is important.
What do you think is the main audience profile of The Inbetweeners
(TV series)?vi How did the producers of The Inbetweeners make sure
that they were appealing to the target audience?
The main audience profile for this series is young people between the ages of 15
- 25. This is somewhat obvious by its casting of young males and its journey
with them in school and their social environment. It appeals to the target
audience very much so by the way the story is told and the design of the series
as a whole. The clothes used by the characters are relatable to the target
audience (e.g. school uniform) and the casual clothes are infashion which helps
the appeal of the show. Arguably making the audience think they wear
fashionable clothes, therefore this show must be good. This could be a
suggested marketing technique used to engage the audience so that the
characters become more appealing, relatable and more realistic. The shows
setting appeals not only to the target audience but others who may watch the
show as relatable again and gives a homely feel. This makes the show feel more
realistic and makes the audience feel as if they are there which makes the
audience continue to watch. The characterization and performances within the
show creates somewhat an escape for the audience with comedic jokes and
slapstick. The naughty/cheeky humour matches the target audience perfectly in

context of situations which furthers the fact this show is very relatable for the
target audience and appeals to many. To enhance the idea of realism for the
audience, no music is added when dialogue is spoke, making the audience feel
they are right they with them once more. Arguably, this allows them to further
escape as there is nothing to distract them from the viewing, increasing the
shows appeal and let them forget about their worries as they engage into boys
conversations. However music is used when scenes are upbeat or fast paste.
This brings excitement to the audience and creating an interest. The lighting is
noticeably high suggesting to the audience that everything is light hearted and
not too serious. This atmosphere appeals to this target audience as
stereotypically they are care free and enjoy a comic setting. The show is
presented in a linear fashion which is easier for this audience to follow as it is
more realistic and relatable. The show is scheduled late at night on channels
such as E4 which are targeted at young adults. This show was place here as E4
feature other young adult shows and would entice them to watch. Promoting with
a film and merchandise.
Task Two: Nutcracker in 3D (2010) breakdown
Who is the target audience?
The target audience is families with children aged 11 and younger. It is can
entertain the children while entraining the adults with hidden jokes.
What elements of the product are geared to the target audience?
(narrative/ genre/ iconography/ casting/ style etc.)
Casting: For the children, a younger cast including Elle Fanning is used. This is
because the children can relate to other children and would be able to follow the
story more. It also allows them to relate, and follow the character journey, almost
making them feel they are in the story themselves. For adults, familiar adult
actors such as Nathan Lane feature. This gives them familiarity with acting styles
and gain understand on what type of film this is (i.e. Lane is known for is comedy
and family film work.)
Genre: The genre is a Christmas fantasy family film. Christmas fantasy suits
families due to its conventions of Christmassy things, songs, magic, snow and a
happy ending. The film featured a Nazi theme which only adult audiences would
understand, arguably pointless as its main target audience would not recognise
noir understand it.
Narrative: The film is linear narrative, making it easier for children to follow due
to the starting being told from start to finish.
How does the marketing of the product relate to the target audience
posters/adverts/distribution etc.

vii

This film failed at the box office as it filmed in marketing. The film has posters
(both still and animated) that helped engage with its target audience. The reddy
colours give the sense of Christmas/warmth with the blue contrasting as cold,
giving the impression to the adults that there will be some good vs. evil
(although many would haven known the original story due to its popularity.) The
3D is empathised to attracted children as many find 3D films exciting as they
can were 3D glasses. All the characters are featured on the poster including a
funny looking monkey and clown. This could make children want to see it just so
that they can find out who they are. The poster over all looks magical and
parents maybe attacked to this poster (as well as they children) and are likely to
buy it for their children. The poster is arguably more appealing to young girls due
to sparkle and feature the young female lead. There were not adverts for this
film. The trailer was only realised online so the trailer was not seen by many
children. The trailer is narrated and features upbeat music, funny scenes and
quick cuts which could arguably engage an younger audience as well as adults,
although it may not appeal to them as the film is clearly for children. The film
was released on DVD/Blu-ray quickly after it failed in the box office. This suits the
target audience as children can re-watch the film on their DVD players at home
without needing to do much more.
Are there any cross platform links? (Film tie-in, soundtrack etc.)
There are a few cross platform links, one being a couple of activity books with
the nutcracker theme. This is perfect as this is a product designed for children
and links in with the film. The activity books are designed for 11 and under but
some activities would require the help of an adult, which ties in with the whole
family target audience. There is also a computer game which follows the story of
this film. Again this is designed with the target audience in mind (children) and is
very easy and fun. The fact the main character is a child, the children playing
would start to believe they are that character and enter this fantasy world withy
their imagination. This films soundtrack features Tchaikovsky's original music
for The Nutcracker Ballet which is aimed more for parents/guardians however
this soundtrack could inspire the children and get them dancing, learning about
ballet. Finally of course, this film is in a series of adaptations of The Nutcracker
story, meaning that children can view similar films with prior knowledge of the
events which they will either enjoy or find boring. It may inspire them to go see
the ballet with their families in the future.

i http://www.watchingdance.org/research/audience_research/
ii http://geeorgiagreen.blogspot.co.uk/2014_09_01_archive.html
iii http://geeorgiagreen.blogspot.co.uk/2014_09_01_archive.html
iv http://www.wisegeek.com/what-is-an-audience-profile.htm
v http://www.slideshare.net/mattwako/how-media-producers-define-their-target-audience-19065036
vi http://mediajakehashdi.blogspot.co.uk/2012/10/the-inbetweeners-analysis.html
vii http://iv1.lisimg.com/image/1505066/600full-the-nutcracker-in-3d-poster.jpg