Importance of Researching Audiences

It is well established that 'audience' is a key concept in media studies. This is due to the fact that all media texts are produced with an audience in mind - which is any group of people who receive and interpret a media text. 

Audience research is a major element for any media producer. Through carried out audience research, questionnaires, focus groups, one to one interviewing, and electronic devices are used to find out about people’s life styles and viewing habits. This provides useful insight to all filmmakers as they can use the collected information to create films that will become a success and be distributed in the most effective ways. 

Media producers spend a lot of time and money finding out who the audience for a programme or media product might be. Audience research becomes most effective when communicating with investors and planning distribution, as well as promotion. It is significant to understand who the potential audience might be and as much about them as possible. Most common and traditional questions arise from the age, gender, interests and habits of an audience. 

By understanding various audiences that present themselves in media, a target audience can be identified for a certain media product or a production company as a whole. A24, for example, seems to have selected the specific target market of millennials. This appears to be due to the brand's unique way of producing, distributing, and marketing independent cinema - which finds its best match with the desires, feelings, and characteristics of the selected generation. 

It can be further said that millennials, being heavily affected by the rise of social media, streaming services, and constantly improving technology,  are considered the fastest growing and most diverse generation of consumers. However, it can be argued that generation Z are becoming a significant audience of A24. With technology being an integral part of their lives, this generation can be said to be constantly looking for films that are challenging conventions and representing a diverse set of social groups, as well as issues. 

Overall, it can be said that A24 created an image which allows for certain audiences to have a positive association to its brand name and continue to spread word of mouth to their friends and other young adults. Therefore, it is crucial for filmmakers to refer to audience research as part of the development stage. 

For my own short film, I plan to target a similar audience as A24. Due to my narrative being centred around a young woman who reminisces on her childhood as she encounters the struggles of adulthood, my target audience involves teenagers and young adults. I believe that the theme conveyed throughout the narrative will appeal to this specific audience.