Researching Movies

by Dina on October 17, 2007 · 0 comments

in Qualitative Research Perspectives

I recently got a brief from a Client who is a large movie-production house, to research their latest offering —- a full-length movie. The objective of research is not just to assess how it might fare and get viewer responses in order to identify motivational hooks, but also to test the marketing strategy, positioning, and the marketing and distribution channels and material.

One of the challenges I faced in writing the proposal, was how best can you simulate a movie-viewing experience for research? Its easier to develop a clutter reel for testing advertising … but how do you do this for a movie, its trailer, posters and other marketing material? Would it be critical in arriving at accurate findings and recommendations?

Any thoughts?

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