Target Audience

The strong themes of an adult life in this short film along with the ages of the characters will make this film relatable more from an adult audience within the 20-30 age range. However, I feel like the messages in the film regarding limitations and sacrifice can easily connect to most teenagers.

One of the main audiences we are targetting with this film are people who are coming close to graduating or have just graduated university. The year that a university studenty finishes their studies is the year that they believe they either know exactly what they will do with the rest of their lives or are just as unprepared for the real world as they were in their first week of university. Frame follows a character who left university knowing exactly what he wants to happen and I feel like this will reassure the people who believe that planning out your next 5 or even 10 years is something they must do to live life in the best way that they possibly can.

 

VALS

An abbreviation of ‘Values, Attitudes, and Lifestyles’, VALS is a research methodology created by Arnold Mitchell which is used to identify specific markets. VALS is used in market segmentation which enables companies to tailor their products and services to people who would most be inclined to stand as consumers.

The diagram above shows the 8 segments of the VALS framework. The X-Axis shows the primary motivation for consumers, while the Y-Axis consists of their resources.

The target audience for our short film will fall into ‘Achievers’ and ‘Makers’.

Achievers – These are work-oriented consumers who are motivated by achievement. They live through their own success and gain their satisfaction from their jobs and family life.

Makers – The main trait carried by these consumers is self-sufficiency. They rely mainly on themselves and are motivated by self-expression. Makers tend to stay focused on their direct life rather than the broader world.

We selected these categories based on the central character of our film. As a young and methodical man, he is a person who strives for success through his repetitive lifestyle which he himself has structured.

 

Young and Rubicam’s 4C’s Value Segmentation

John Orr Young and Raymond Rubicam are advertising pioneers who developed the idea of the 4C’s – ‘Cross-cultural consumer characterisation’. This is a probing research tool which uses Maslow’s Hierarchy of Needs to see where people fit into it.

The system explores the way in which people consume brands. It removes the effects of cultural background in order to create characterizations based on human beings rather than ethnic groups. The 4C’s divides people into seven different categories dependant upon their core motivation in life. These are – The Explorer, The Aspirer, The Succeeder, The Reformer, The Mainstream, The Struggler, and The Resigned.

Our film targets The Succeeder – a strong-minded person with their own goals and a knack for organization. These people must always feel a sense of control and as the protagonist of our film is losing this, I feel like Succeeder’s will be able to relate to the effects that this can have.