Task 1 Understanding research techniques and corporate video production

Unit 3 LO1- Why is research Important? Research is a key part of any corporate video, research is needed to compare, contrast and build on an idea of your own. Without research companies would not be where they would be today they are more or less in competition with each other and research is a way of getting ahead of the competition to make your corporate video so much better than the last. Research in corporate videos in particular is to try and understand further how to make the viewer stay interested for example using techniques such as rhetorical questions, this kind of technique keeps the viewer intrigued, and also the way you make the video. For example a when the same frame in a video is used for 10 seconds or more 65% of people are more likely to get bored and turn off the channel. So this effective research in terms of what people attention span can bare is key as you dont want to lose viewers. Research is also very important for a corporate video to learn how to structure it. So at first you have to make sure the viewer knows what the company is, then it would be ideal to introduce the names of importance, this kind of take of almost interviewing these people give the video already that higher standard than those without them. You might then what to try to include maybe a little bit of quantitative research this is research that you include statistics, this kind of research is key to include in a corporate video as it gives the video that sense of professionalism. Quantitative research can be a very valuable marketing tool for businesses when used intelligently. Surveys and questionnaires can help a business improve its overall marketing strategy. This type of research can help the company make informed decisions on how to best move forward with a particular product or service. This kind of visual effect on a viewer is particularly important as it gives them a sense of trust with in the company, as they can visually how the business is doing financially and so on. TV program ratings are the rating people give to how good an episode for example ABCs Greys anatomy has a rating of 8.8 from viewers. Readership circulation figures are how many people read different newspapers and how they compare to other newspapers. Here are the ratings I found were this: 1. The Sun (7,772,000 readers) 2. The Daily Mail (4,741,000) 3. The Daily Mirror (3,087,000)* 4. Metro (3,287,000) 5. The Daily Telegraph (1,680,000) 6. The Times (1,565,000) 7. Daily Star (1,571,000) 8. Daily Express (1,427,000) 9. The Guardian (1,103,000) 10. The Independent (532,000)

As you can see the sun is the most popular by the readership circulation. The Sun is a simple newspaper which appeals to the simple less-educated population. They have titillating stories which are often at best only loosely based on the truth, and more often just fantasy. This is what some people want. These are the people who aren't interested in current affairs, foreign events, or real facts. They just want something that will excite them. I think that the amount of people that go onto one website I think would mean that the website is widely popular with many people around the world so I think it doesnt really matter what type of person is on it because what matters is how many people do go onto it and use it. For example clothing lines with websites are more likely to be popular with women but websites like news channels are more widely used by different people and therefore are way more popular. I guess to know what type of person is going onto the website would be useful for the web creators as then they can see what they need to do to promote the website in the right target audience direction. As you can see in the picture here are the most popular box office films. As you can see they have split it into categories, the last one being worldwide most popular films of all time. I guess in different countries this doesnt really apply as they have their own cultural films and something only really that country can watch as of the language, but the majority of Hollywood films are too overpowering to even look at individual cultural films. The count of popular films was done using the ratings and number count of the most selling tickets and house copies, so it wasnt just based on what people personally thought but also the statistics and figures. Sales of CDs and DVDs and internet downloads I think do show what music and tv people are interested in. but I think for the Music industry to find out what is the most popular song is in the chart it is calculated on how many bought it on iTunes, but many people nowadays dont want to pay for music and either use illegal downloads or use a free music service which they would pay monthly for. So in terms of how popular songs are I think just rating it on how many people pay on iTunes I think they should do some digging into what people tend to download off the internet. As for TV and DVDs its hard to really calculate how many people buy DVDs so I think they would have to do it initially from when the movie comes out to see how many tickets get sold at the cinema. But another key factor about research for this type of video is Qualitative research as it is about finding out not just what people think but why they think it. Its about getting people to talk about their opinions so you can understand their motivations and feelings. This is key for the communication of the video to the viewer so they can relate and so you can get the message across easier knowing the understanding of the human brain. Film reviews are what people think of a film, film makers and critics might look at them to see what they can do next time to please the viewers and or to make the film better and more suited to the

general publics interest. Film reviews start with a general biopsy of what happens in the film and then what they think personally. Here are two different views from the guardian and the observer on the film The Vow starring Channing Tatum and Rachel McAdams: The Guardian The Observer

Computer game reviews differ from film reviews as there are certain rules you have to follow within games. For example they have to make sure that they rate the came right in terms of how old they have to be to play the games because of how violent the game is. The reviews therefore will be different for example if it was a review on the game Call Of Duty a 18 year old would think it is one of the best violent games out, but if it was an 11 year old girl would think is disgusting and unnatural. Here is a review from the Telegraph it describes that the creators new exactly what they wanted to achieve when trying to make the games, and how well they executed it. It also outlines the general aim of the game and the story it is meant to portray on single player story mode. However in this report they havent said anything negative about the violence in the game. This might be because they are writing it from a 18 year olds perspective and are not thinking about the younger aged players around the world,

Fanzine websites I think are very biased toward the type of fan they are. As all the fans post positive things on the website and never have any negatives views on a team. They talk about chosen content online and can blog it on a live feed that way they can get different responses from fans around the world. An example of this is www.theforce.net this is a website that updates all the star wars fans around the world it has exclusive videos of how the graphics are done interviews with the characters etc. ITV and BBC are huge TV companies and have a wide range of viewers but this can also be a downfall as having so many viewers they all have different opinions on how the channel works so to find out what they all think they could carry out a online feedback service which allows viewers to discuss how they feel about the channel service and that way they could find out how to improve or change their service in a way that would benefit the viewer. Some little news blogs allow people to comment on the news, this gives them a live blog which people can share their opinion on whats happening on in the world. One of these is yahoo, they have different categories on their website which on the news section there is a little comment box at the bottom which allows people to say what they think. Almost every national newspaper has a comment section as well. TV channels such as ABC in America have their own catch up service online and this allows people to make comments as well as complaints and every so often they will look at them and then try and make their service better for the customer on the website. So that they know that what they are saying is taken into consideration. Here you can see the comment block and a few complaints underneath. Marketing and advertising campaigns work by the company projecting what they want to advertise to the target audience, the main purpose of advertising is to increase the amount of people that buy from your company. For example the Go Compare adverts have that man who sings, this is very effective as this song gets into your head because it so annoying. For this advert it starts off that the guy is singing then later on down the line everyone gets annoyed at him and the company themselves make a hate campaign about this guy, but keep trying to come up with ideas to make people use their website. They do this well by making the adverts have an element of humour in it. In this way they could tell if their adverts were working if the number of people using their website has increased than when they were not advertising thats when they know the strategy they are using is working. There are many different ways we can collect data, the main two are primary and secondary research. So what it primary research? Primary research:

Primary research is research taken directly from the research/ subject area by the researcher, it usually involves the researcher to go to the market field to find out for himself. There are many methods of doing this such as Interviews, questionnaires and surveys. There are also I way that asking these questions that you can get a definitive answer this is by using open and closed endings to you questions. A closed ending is when you ask a very one word answer, for example how old are you the person would reply with their age, but an open ending however normally requires a longer answer such as I wonder what would happen if your customers complained even more? this question would require more than a one word answer so therefore open questions are better for those that want a more in depth questionnaire or interview. But to firstly carry out a questionnaire or interview you need to get your questions ready before hand so that you do not waste anyones time if the person is impatient. You also have to address someone with respect as you need to ask someone politely if they will take part in you interview. So you need to have the right approach to get good results. Secondary research: This process involves collecting data from either the originator or a distributor of primary research. In other words, accessing information already gathered. This kind of research can be collected from books, Internet etc. this kind of research can be a lot more in depth as there is such a wider range of results, although you might not be able to rely on them as much as you would if you found them out yourself. Books are very reliable and can be found in libraries you can even find them online. The internet is a reliable source if you are at the right websites, but for this you will have to be a bit more careful. Periodicals are a reliable source of information a periodical is different from a book in that it is a regular publication: it might appear every week, every fortnight, every month, each quarter or at least once a year. This makes this more reliable as it takes more time to figure out what to put into it, to make sure its primary research is backed up with secondary research. Newspapers are harder to rely on as reporters tend to bend scenarios to make them seem better than they are just to get the papers rating up. Another form of secondary research is online encyclopaedia this is Wikipedia this is a free online encyclopaedia which is a multinational service and it is the most popular reference work. Internet forums are effectively online chat rooms about specific topics this would help people that have a specific view on something look at another side of an argument as people can write on them. There is also many other ways of finding information on sites like YouTube, this will help people get professional views about a certain subject. This can also allow you to learn off it better because audio and visual make a better understanding to some people. BARB (Broadcasters Audience Research Board) BARB is the official source of television viewing figures in the UK. They continually develop new ways of measuring what you and the rest of the UK are watching. This website keeps the figures and statistics of what the general public are watching. Here are the latest most viewed programs on BBC1 in the UK.

RAJAR (Radio Joint Audience Research Ltd) RAJAR stands for Radio Joint Audience Research and is the official body in charge of measuring radio audiences in the UK. It is jointly owned by the BBC and the Radio Centre on behalf of the commercial sector. So this site is similar to BARB but instead on television it measures the radio viewers. Here are the latest most listened to radio channels in the UK. Purposes of Research You could your audience research to see what time people are on a certain website or watching television to try and find out what your ideal target audience is to get the best results possibly when advertising on you website. It is also important to understand the audience profile so that you can adapt your website or channel to get the best results for target audience and to understand what you need to do in order to make sure you are making the right moves to attract the right type of person to the site. Demographics are Pertaining to characteristics of the population, such as race, sex, age, household size and to population growth and density. For example: as a first step in estimating the demand for new housing units, a developer commissions a demographic study. The study describes the current population density and rate of growth, the age distribution of the population, and the average size of households in the local market area. Geodemographics refers to segmenting the population by recognising that people generally live in close proximity to other people who are demographically similar. The clustering is based on the life stage and wealth characteristics of the population. Landscape therefore allows the marketer to objectively differentiate between the diverse types of people in the population, from those in metropolitan areas to those found in rural and semi-rural locations. For example a business just trying to open a shop, they need to pick the area well as if they majority of people are elderly it would be a bad move to put for example a activities centre. Consumer behaviour consists of the actions that consumers take in regard to making decisions about purchasing various goods and services. A study of this phenomenon will often focus on the psychological and other factors that motivate people to either buy a product or reject it in favour of some other option. In order to create a successful marketing campaign, it is necessary to understand these factors and utilize those behaviours in a manner that motivates consumers to make purchases. For example those people who value money more than others will be more inclined to use a Tesco club card to their full advantage. Consumer attitude is a big part of marketing, as it is to understand how attitudes affect behaviour. In marketing the most desirable attitude is for the consumer to purchase the service. Marketers need to

know what the type attitude barriers exit in order to dodge them. This can be done by carrying out online services of what consumers attitudes are towards the question; this way they can identify quicker what the company need to do in order to avoid complaints. Large companies will conduct market studies that survey the opinions of hundreds or thousands of people. Their goal is to survey a sample size large enough so that the results are deemed significant. They pose questions to study participants that attempt in every way possible to understand all the attitudinal nuances of the study subject. Audience awareness is the process of knowing your audience; this helps you determine what information to include in a document or presentation as well as how to convey it most effectively. This helps you to see when a point is not clear or when it is clear to the audience, it will also help you to know the attitude of the audience i.e. if they are bored or if they are exited. You should also consider before all of this the tone, content and language you will present this to the consumer. The product market, has to follow the 7ps of marketing, these are Product, Pricing, place, promotion, physical environment, process and people. Product marketing is the part in a firm which tries to sell the product by looking at the consumers and prospectors. Product market refers to the mechanism that allows people to sell and buy goods and services. Most investors carry out a product market study so as to assemble information regarding potential market for their product.

As you can see here the market is so competitive when It comes to electronics marketing expenses, as you can see over the years as marketing has increase so is the amount of money spent on advertising. As you can see in 2009 the average money spent was just over $5,000 million and in 2012 it was at $11,000 million maybe a bit more. Where you put your advert completely depends on your advertising budget, as if you only have a little money for one your only option might be to either advertise online or in newspapers. But the most effective type of advertising by far is on television on adverts in commercial breaks, as people are getting more lay and tend to spend their days now watching the television it is one of the biggest advertising placement. As you can see in this graph television by far in all the years has a better outcome of advertising.

Advertising effects is really important to the portrayal of how you want your business to look to the consumers. You have to be very selective on how you choose your format to make sure if you want to make it look formal you need to research how to make it look professional, and if you want it to be creative and simpler make sure you use maybe a bit more vibrant colour. On the other hand this graph shows how well sex in adverts sell and as you can see women really think that advertising has too much sex in it, but men on the other hand are not that fussed.

When developing a new game you would need to carry out Production Research. This research will allow you to identify what resources you will need to launch the end product and whether your game would be profitable within the current market. Product Research will give you an idea of what factors, whether controllable or uncontrollable, could affect the production of your game. Controllable factors include pricing, promotion and distribution, whereas uncontrollable factors can include technology, competition, cultural changes and economic conditions such as consumer spend rates. In order for your product to succeed you will need to endure that your product in commercially viable. This means will your product sell well? Is there a gap in the current market that you want to fill or are you going to fit in with a current niche? If the latter, what makes your commercial video different from the rest? This can be carried out by using online surveys to see what the current viable market is for commercial videos and to see what completion you have to work with. Production viability is when it can be manufactured using materials and methods that result in the product doing what you claimed it can do in a way that provides quality of the physical product itself. Its not going to fall apart after a few uses and its not going to cost a ton of money because of how its made and what its made with. Placement media is where you choose to place your commercial whether it be a billboard by a big main road or internet commercial. It is the strategy which you have to make your mind up about how many people you want to see youre commercial. Finance, I a way of getting so it is funding from someone who is important in the product you will be promoting. So for this you would need to pitch what the product is and what it does in a way that would interest someone who would want to invest in your product. It would have to be a strong presentation with statistics and examples of how the product will work. Before considering anything within a company you have to allocate a budget for everything, because if you dont do that you might spend a lot in making the corporate video but not much on the advertising it, so you would be left with a really impressive video, yet you could not promote it, so effectively you have made it but no one can see it. So it is important to have a cost and budget knowledge before you go forth with anything.

Technological resources refer to what you need in order to get a job done. The seven standard technological resources are capital, energy, information, materials, people, time and tools. They are owned just like physical resources are, and they are known as 'intellectual property'. You need these resources to get the job done properly and to make sure that it is the way you want it to be. Ypu will also need the right people to do the job, if you are making a corporate video you need a story boarder, camera man, director, editor, music editor and many more, you need to fine people within the budget to do all these jobs to get your corporate video done to the highest stand of what you can or have to work with. Location release is also so important to the quality of your video, if you want your video to look professional you need to hire out a location within your budget again which can give it that effect, for example if it is for a business youll need to hire out an office, and if its for something to do with the outdoors youll need to hire out a space outside. In conclusion working in the media is difficult anyway but if you could not have to access to the internet and places we can research, it would be so much harder. The promotion of companies would be non-existent because with the internet so many businesses are promoted. Without gathering methods as well people would be advertising there companies to completely the wrong target audience. Businesses would be going nowhere without the research we can get today. I think this has advanced our business world as now they are so competitive and it just gets better and better the way they are advertising and promoting their companies. https://www.surveymonkey.com/s/G95PB6C