Market research involves audience data, which is carried out by BARB, the broadcasting audience research board. They collect viewing figures for TV programs. Film audience data is recorded by box office reports.
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BARB, to show the product reach (how many viewers the product has.), collects audience data, through, visitor surveys, statistics gathered by organisations and box office reports. People also subscribe to BARB to help them with their research, they log in and out of programmes which log what they have viewed and for how long, giving BARB figures they need to produce the product reach figures.
Audience awareness is essential to research in the research in
the media. Audience awareness is taking into consideration who your target audience are., so you can adjust your product to your audiences preferences. [2]
BMRB, British market research bureau, collect audience profile data which includes the age, gender, ethnicity, income bracket, location and even the interest groups that watch the advertisement/film and or programme. Social class has to be taken into consideration; people are catorgarised into groups, known as demographics. This the shows the advertisers what group people are in so they know how much they are earning to see if they would be able to afford the product they are advertising.
These are the categories people are placed in according to their social income, Demographics, collected by BMRB. [3]
Consumer behaviour is the study of how people buy, what they buy, when they buy how and why they buy. It attempts to understand the buyers decision making process both individually and in groups. It is essential to the development of marketing strategies, especially pricing, product design, segmentation, targeting, positioning and promotion. It assess’ the influences of friends family and social groups on the buyer. [4]
Consumer attitudes is qualitative research studying how consumers select, secure, use and dispose of products services and experiences and the impacts that these processes have on the consumer and society.
Companies also need to know what their audience is expecting, by giving their product a genre e.g. horror, the audience automatically expects to see monsters, blood dark lighting etc. Companies can also use qualitative research which is face to face interviews and questions to find out what their audience want, they also use focus groups, where a group of people talk about the programes they like and want to be able to access on TV.
Competitor analysis is analysing other companies in the market so that the company can produce something better or different, such as supermarket prices and TV programmes. Competitor has two primary activities, 1) obtaining information about important competitors and 2) using the information to predict competitor behaviour.
The goal is to understand which competitors to compete with, competitor’s strategies and planned actions, how the competitors might react to a firms actions and how to influence competitor behaviour to the firms’ own advantage.
Advertising placement occurs in films, plays, television & television series, music videos, video games and books. Product placement occurs with the inclusion of a brands logo in shot, or a favourable mention or appearance of a product in the shot. Use of familiar products in a film would make it seem more real to the audience.
Production research includes checking the contents are viable, such as the location the facilities, support and suppliers. The cost also has to be checked for the equipment etc. The project must be viable, meaning it should be possible, e.g. A 5-minute speech in the Bahamas cannot be filmed if the project has to be finished in a few days, it would be impossible to complete. The placement needs to be considered, were, when and who they are aiming the product at, e.g. Time it will be broadcasted, how they will publicise it, the channel it will be broadcasted on, and their target audience, which in turn affects all the placement ideas. The competition also has to be analysed so the producers can see if they can improve their product to be better than their competition.
Footnotes.
1. Image from http://www.barb.co.uk/viewingsummary/weekreports.cfm?report=total&requesttimeout=500
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