After conducting my secondary research last week, I must now begin my primary research.
In order to conduct primary research, I must first establish the different types of primary research that I could use, what it is, and how to go about collecting it. Primary research is when an individual conducts research in a way which compiles original data for their own needs. This is very different to secondary research, which is accessing information that has already been gathered, potentially being from other peoples primary research. The secondary research I completed can be found in my last blog post.
‘While not as frequently used as secondary research, primary research still represents a significant part of overall marketing research. For many organizations, especially large consumer products firms, spending on primary research far exceeds spending on secondary research.’ – (https://www.knowthis.com)
Primary Research Methods
There are four main types of primary research; Observation, Focus Groups, Interviews, and Surveys. Each of these methods of conducting primary research have their pro’s and cons, however, they are all very effective in their own way.
Observation is market research that involves watching your target audience and their behaviours in action. From observing your audience you can get an idea of any
particular interests or needs that they have which can be translated into your product. In order to observe your target audience you must watch your customers buying, without interacting with them. For example, you could take notes of other products or services that they use or are interested in, listening to what they say as they shop, noticing what they buy and how much they are willing to pay for an item. In relation to the film industry, you can monitor their interactions on social media and their reactions when watching a film. This can give a fairly good insight into whether or not your project will appeal to your target audience. The downside of observing your audience is that there may be other factors that affect how much they enjoy a certain project.
Focus Group are small groups of people of eight to 12 potential customers that have been
assembled in order to gather information and opinions about a product or service. These groups are often led by an individual who is trying to market or adapt a product to best suit the wants and needs of a specific group of people. Focus groups are a great way to get feedback on a product or service idea directly from several potential customers, however, as a small sample size is used the results your receive may not be quite as conclusive as you are looking for. It may also be difficult to find individuals willing to participate in focus groups that fit your demographic and target audience.
Interviews are similar to focus groups in that they give a marketer an overview as to what might help them target their specific audience with their product or marketing,
but there is only one participant speaking to one researcher, who leads the discussion. This means that the person conducting the research gets a more detailed idea as to how to target specific people, some of which can be seen in psychometrics. Interviews are well-suited for product or service ideas that could be too personal or private for group discussion, like personal hygiene products or financial services. They can also be used as a way of getting the individuals undivided attention, and therefore the best answers. In relation to film, Interviews may be useful in order to establish what individual people expect from a movie and what they would like to see featured.
Surveys, or Questionnaires, are used to get feedback from potential customers through a structured, multi-question survey. Research surveys can reach a large number of people in a short time span and are useful in getting specific, concise answers to questions that
will aid your products production/marketing. Market research surveys or questionnaires can be done over the phone, through the post, by email or in person. You may need to conduct several surveys to several groups in order to get feedback from all possible types of customers. Surveys are a great tool as you can choose who they get sent too and how many people they are sent to. If you don’t have the resources to conduct surveys that cover large groups of people, small sample groups are okay. The only downside to this is that you must be cautious of making major business decisions based on the small amount of feedback that small sample groups would give.
In the past weeks, I have been conducting Primary Research in the style of interviews with people in my Target Audience. This research can be seen in my 1.1 Week Two blog where I explained how I conducted research into what scared people.
Based off of the secondary research I conducted above and last week, I will focus my more direct primary research into a few different areas by completing the following tasks:
- Researching Sci-Fi films.
- Researching other short films.
- Researching costumes.
- Researching locations.
- Conducting test shots.
Science Fiction Films and short Films
Now that I have completed my Primary Research, I can begin____________________
I need quite a few actors for my Extended Project which may be an issue as I do not know many people. I started out by asking actors I know if they would be interested in featuring in my short film, a lot of whom said yes.
Having contacted a few actors that I know/have worked with in the past, I decided to put out a casting call on my Film and TV Facebook page, and ask the actors that agreed to feature in my short film if they knew anyone else who would be interested in acting for me. Quite a while after posting this casting call, I began getting a small flood of responses from performing arts students all over Kent expressing their interest and desire to feature in my short film, which was brilliant! After explaining the details of my project to these individuals, they agreed to play a part in my Extended Project, bringing my cast up to 12.
Having established potential locations that I could use to film in last week, I began conducting my Primary Research into these areas by visiting them. I decided before setting off that there were a few locations that I did not have to visit. For example, Kennington Village Hall and the event room at The Albion were very unlikely to have changed since I was last there, and I already knew that the Willesborough Windmill would be a bad place to film, deeming it pointless to go there.
The first place I visited was Eastwell Lake on Sunday the 14th of May. I went on a warm day at around 5pm and it was completely empty. I adored this location from the minute I arrived and I knew tat I wanted to film there. As Eastwell Lake is a public place, I do not need to request permission to film there. While I was at Eastwell Lake, I looked at St Mary’s Church, which was also perfect for the scene I wanted to film there.
The next locations I visited were the Ashford Retail Park and the Flourmills. Upon arrival at both of these locations I knew that I would not be able to film at either of these locations due to the noise disturbances that the nearby roads caused. Each of these locations had other issues as well. For example, Ashford Retail Park’s building fronts were made out of glass panels, meaning that I would have to deal with reflections from every angle. The Flourmills was fairly quiet in regards to the public, however upon returning there at the weekend it was extremely busy. As there is no way of getting into the Flourmills, it was not a great location in the first place.
On my way back from Ashford Retail Park, I went to look at Sevington Church, which was another near perfect location. A potential issue in the location would be noise interference from the nearby motorway. However, apart from that there were no issues with this location. It is in a secluded area, and there was nobody there. The church was locked when I arrived, but there was an entranceway that was open.
The final place I went to was Hatch Park in Mersham Le Hatch. This location was terrible. The park was next to a cricket ground, a housing estate, a retail park and a main road. I was a little bit noisy! However, I continued to look around the area. Surprisingly, all of the noise that was occurring was not the main issue. The biggest problem with this location is that it is basically impossible to find parking near one of the few hidden entrances. In the end I parked in the retail park/cricket grounds car park and climbed over the park’s fence to get in.
From here, I made a list of my potential filming locations and contacted everyone I needed to in order to request filming permission.
- Eastwell Lake – Public Site, No Contact Required
- Sevington Church – Reverend John, Rang on the 22nd of May. The Church is open Mondays, Wednesdays, Friday’s and Saturdays. Services run on Wednesday from 9:45am for 45 minutes and on Sunday as Standard.
- Kennington Village Hall – Emailed, No response.
- The Albion – Rang on the 19th of May, Reserved the event room at on the 29th of May from 11am – 11:30am.
Having conducted research into the costumes I wanted to acquire last week, now I must begin trying to source these outfits.
My first course of action for my 19th century outfits was to ask if anyone had any costumes I could borrow on social media. The general response to this post was ‘no’. I had a few people mentioning that they had children’s Victorians, but none of them would fit any of my actors. So, I began thinking of other places that might have these types of costume. On a long shot, I decided to ask the College’s drama department. They responded to me quickly explaining that they do have Victorian era outfits that I may be able to borrow depending on when I needed them. A few days later I went to the costume cupboard and looked through what they had. To my delight, they had a large range of women’s Victorian costumes, of which I borrowed three. Regarding my male actors, I asked a friend of mine who dresses in quite an eccentric manner if he had any clothing that I might be able to borrow after briefly explain the plot of my extended project, to which he said of course.
Sourcing all the components of my 80’s outfits has been a struggle due to the sheer amount of clothing I need to accumulate. I asked around if anybody had any clothes that could pass off as being from the 80’s, once again I did not have much luck with this. Therefore, I began considering other ways of getting the costumes I needed. Luckily, it is fairly easy to create an outfit that appears to be from the 1980’s, and most of the components I need can be found quite easily. Due to the budget I have, my two main options for buying these costumes is to buy all of the clothes I need from shops such as Primark and TK-Max, or to rummage through some charity shops. I decided to go for the charity shop route because then my purchases positively impact more than just my Extended Project.
I decided to look for my 2026 outfit from charity shops as well while I was in there.
The equipment I will need for this project is:
- Nikon D3200
- Rode Video Mic
- 2x 8GB SD cards
- A spare camera battery
Once I had completed my script, I began going through it scene by scene and making a list of all the props I will nBible
- A bible
- A pocket bible
- A teapot
- A vape pen
- An old phone
- A scruffy backpack
- A tatty photo
- A lighter
- A clear tub
- Cans of beans
- A rosary
- Watch movements
Sourcing the majority of these props will be fairly easy as they are all items I can find in general shops.
Off the bat, I knew that the audio I wanted to use would be ________________, I know that I do not want to use audio from sound banks because ________don’t like it, giving credit, copyright_________, however, I know that it will be difficult to use any music from major artists as my short film will get copyrighted. Luckily, I know a few musicians who helped me compose elements of music for my short film.
They also have created existing music which I really liked and asked for their permission to feature in my short film. This can be seen below.
(No Author) (No Date) What is Primary Research? Available at: https://www.knowthis.com/data-collection-primary-research-methods/what-is-primary-research (Accessed 08/05/2017)
(No Author) (No Date) What is Secondary Research? Available at: https://www.knowthis.com/data-collection-low-cost-secondary-research/what-is-secondary-research (Accessed 08/05/2017)
(Garner, S.) (21st October 2010) The four types of primary market research Available at: http://canadianentrepreneurtraining.com/the-four-types-of-primary-market-research/ (Accessed 08/05/2017)
(No Author) (No Date) Face to Face Interviewing Services Available at: http://www.pcpmarketresearch.com/services/quantitative-research/face-to-face-interviewing (Accessed 08/05/2017)