Primary research: Qualitative

Observation 

I wanted to find out how teens reacted to alcohol. This was a test to see if teens were consuming alcohol a lot or on a regular basis. I wanted to find this out because i pieced together that if teens were drinking on a regular basis they would either be doing it because they are board and there is nothing else to do so why not get drunk.


I had to create a test that i could observe that would give me better understanding of how much teens consume alcohol. I came up with an idea...

I placed a camera facing a table that had pink liquid within a small glass. Above the pink liquid was a sign saying "Pink lemonade with vodka".

The test was simple. See how many teens reacted to the test and see how many teens tried it.

Teens who were not interested in drinking alcohol would simply look at it and then walk away. Teens that were interested in alcohol would look at it, their attitude would become excited and gather friends, then try the pink lemonade.

Of course there was actually no vodka in the glass. It was just pink lemonade.

This test was held in the sixth form center for teenagers to try.

People who tried it	People who did not try it
IIIIIIIIIIIIIIIIIIIII	IIIIIIIIIIIIII

21 people tried the liquid and 13 people did not try it.





Evaluation of results 



For the results i can identify that more teenagers are intrigued by alcohol than not. This indicates that the majority of teens enjoy drinking alcohol.

It comes down to the simple fact that they would not try it if they never had it before. clearly the teenagers that tried the pink lemonade have had alcohol many times before.

Form the observation, it has helped me better my understanding of teenagers consuming alcohol. I now understanding that they do consume alcohol and alcohol can lead to reckless behavior, therefore increasing the crime rate.

As a result, i understand that if there was more activities and social places for teenagers to go, they would not have to result to drinking alcohol. whether it is out of boredom or not, i strongly believe that if there more activities for them they would not have to even think about getting drunk.







Interview 






I found out from the interview that teenagers feel the same way as i do in terms of there being a lack of activities and the consequences of them. From this interview i feel that something should be done about it due to the interviewee feeling strongly about the issue, i noticed that all he wants is a better society.

Secondary research: Qualitative

Trip Adviser 



On Trip Adviser it said that there were three things to do in Banstead, these things were:

• May field lavender farm 

The rating, by 170 people, 4 and a half stars. 

• Wool pack 

The rating, by 18 views, 4 stars. 

• Cafe Italia 

The rating, by 19 views, 3 and a half. 

For teenagers in Banstead, there is not many activities for them. Maybe once the audience has gathered that the Banstead area does not entertain the youths of Banstead, they can justify why teenagers behavior starts to plummet.  From this research, hopefully people will understand that there is a huge lack in activities for teenagers. 

Internet forums such as Facebook 


Nork skate park would be an attraction for teenagers in Banstead. The skate park is great way for teenagers to exercise and skate or ride in the summer time of the year.

The Nork jam had over 600 likes on Facebook. 

This would enable the ability to create a documentary on teenage life in Banstead, in the summer we can see what life is like at Nork skate-park due to myself attending in the summer for several years. Due to the skate-park being in a recreation ground with fields, in the summer it is a hot attraction for teenagers to meet up in the summer and relax in the sun.

Game reviews 


PS4 games such as GTA V and Call Of Duty are very highly rated on the telegraph. They received 5 out of 5 stars.

 In 2014, GTA sold 33 million copies. 

Each call of duty that is released, it is purchased by over 5 million people in the space of a few months. 


This suggests that people enjoy games that involve violence. Researching what games teenagers play will help be gain a better understanding of what might lead to crime and violent behavior.  

People clearly enjoy playing games that are violent and involve crime related things, people must see it as fun. Enjoying playing violent video games could lead to them enjoying being violent in real life.

Audience research

Socio economics 


Socio economics (also known as social economics) is the social science that studies how economic activity affects and is shaped by social processes. In general it analyzes how societies progress, stagnate, or regress because of their local or regional economy, or the global economy. 


I am studying the social lives of teenagers in Banstead, Socio economics would be a good way to understand if Economics effects the social lives of teenagers. 

HTTP://www.surreymirror.co.uk/Surrey-boasts-highest-employment-rate-South-East/story-28616665-detail/story.html

I have studied the region and noticed that Banstead has a population of 9,110 (noted in 2011) however the employment rate is £3,857 which is 69%. 

Looking at these statistics you can see that below half of Banstead's population is employed, this means that over half the population is Unemployed. Teenagers that come from unemployed families do not have a lot of money to spend on activities, so they tend to spend their time away from home to enjoy social time. Due to spending a lot of time on the streets, teenagers will tend to do things they should not simply out of trying to get a good laugh out of it. These things consist of reckless behavior, alcohol and drugs. In this case, the economy does indeed effect the social life of teenagers because the poorer the family the more likely that their children will end up on the streets. 

 Geo demographics


In marketing , Geo demographic segmentation is a multivariate statistical classification technique for discovering whether the individuals of a population fall into different groups by making quantitative comparisons of multiple characteristics with the assumption that the differences within any group should be less than the differences between groups.



Geo demographic research was a key factor in my research due to looking at the location of teenagers (teenagers in Banstead)  and how their interests effect the localized interests of Banstead. Studying Teenagers and their interests gives an overall picture of general interests in Banstead, this could be the  interest that Banstead has in Cafe's due to their being a variety and people attending them day in day out. 





Pyschographic 

Psychographics is the study of personality, values, opinions, attitudes, interests, and lifestyles.

Studying attitudes and opinions is key to research for my short film. I wanted to find out how people felt about the lack activities for teenagers and their attitude towards it.

This helped form a better understanding of my audiences opinions and whether or not my point of view matches theirs.

 I realized that if my views matched their views then i could produce a documentary that the would feel strongly about. 

 Ethnographic


Ethnography, simply stated, is the study of people in their own environment through the use of methods such as participant observation and face-to-face interviewing. The goal of ethnographic research is to understand another way of life from the native point of view. 


Ethnographic research is important in understanding how teenagers live in today's society. I need to understand that today's generation and the older generation are different. People nowadays live differently to people who lived in the old days. My target audience is the parents of Banstead, i understand that culturally parents have been brought up on different values such as lack of technology and different use of slang. To engage my audience i will need to observe teenagers in a language and a way that they will understand completely. 






Age, gender, sexual orientation, occupation and education  

I am aiming my documentary on people 25+ due to myself thinking that 25+ are more likely to have children growing up to be teenagers.

The Documentary is aimed at men and women however more the women side, this is because i believe the "Mothers" have massive influence on their children.

Occupation, i am aiming my film at people who do not necessarily have a good occupation because teenagers tend to cause more trouble from families that do not make a lot of money.

Media/ product preferences 


Nationally, in the weekend of April the 10th, the most popular weekend programme is Britain's got talent. The second most popular was Eastenders. Naturally it would be quite hard to attract the nation to my documentary due to the competition of entertainment being so high.

http://www.barb.co.uk/

Statistically, it seems that my audience prefers watching entertainment programmes instead of documentaries. 

Buying patterns 

This is researching an audience based on an audience buying patterns. You can measure their buying patterns by researching there genre habits. 

For example, for 16 - 24 year old people, 65% of them watch Netflix. 

From this piece of information, i know understand that most teenagers of the slightly older generation watch Netflix. This means that i know that if my documentary was published via Netflix then the majority of teenagers may comes across it if i promote it the right way. Promoting in a way that they would notice it would be via social network. 

Primary research - Quantitative

Questionnaire


How many nights a week would you go out (socially)?


How many times a week would you stay out in Banstead?


How many times do you consume alcohol in a week?


Where do you socialize?


Do you think the percentage of crime in Banstead is high?


How many times have you been questioned by the police?


How many times have you felt pressured to do something you do not want to?


How would you feel about placing more fun things to do in Banstead?


Do you feel like if there were more things to do for teenagers, would there be less crime?







Evaluation of results 



From the questionnaire, i noticed trends embedded within the results that i gathered. In terms of questions that covered the social aspects of teenagers, i noticed that the teenagers i asked stated that they enjoy going out in the week a number of times. This led me to believe that the issue that i am covering was an issue that needs delving into.

The questions that covered the lack of activities in Banstead, every teenager that i asked agreed. They also agreed that the lack of activities often lead to crime. This means that, in my documentary i can get get the point across that teenagers need to remain occupied in order to stay on the right path. The importance of activities has not been addressed but needs to be.

All in all, the questionnaire helped me gain a better understanding of the views of teenagers. It comes to mind that it is not the case of society improving the lives of teenagers... teenagers want to imporve there own society.

Market research

Product market

The market that i will be entering is informative documentaries. My product that i will be releasing for my target audience has an overall aim for improving the lives of teenagers and increasing the awareness of the importance of giving teenagers the right push. I will be releasing my product via social networks and streaming networks such as Netflix because i believe that these formats are ones that teenagers will more likely to use. The promotion side of my product will be obtained through social media, the majority of teenagers use social media so they are more likely to view product.





Competition

I have a few competition in terms of bettering the lives of teenagers. For example, the TV series such as TOP BOY increases the awareness of young teenagers in London and the struggle of growing up. If the audience watches it and feel affected by it, they will feel the need to not let that struggle happen to them because they will understand that the circumstances of the streets end badly. Another competitor would be the TV show TEENS on channel 4. This show asses the lives of the younger generation. It asses how smartphones and social media are affecting their lives. The audience that views this programme and feels affected by it will try and improve the lives of teenage life by taking action. For example, creating more activities for the younger generation so they do not spend their lives on social networks and make them more sociable.





Competitor analysis

I can see from researching my competition that the progrmammes that have been created on teenage lives and embedded meanings which show that teenage life is important and they need to be led down the right path. I have not found yet a programme that identifies what can be done to actually better the live of teenagers. This means that my documentary that will be produced will be unique in the sense that it will be addressing clearly what should be done to improve the lives of teenagers.





Advertising placement

• The products that teenagers will consume in my documentary will be fast food such as Mc Donald's, KFC, Nandos and Subway.

• They will consume technology such as I phones, Apple laptops and play stations. 

• Finally they will be consuming music that is gang related. 

Advertising effectiveness


I have chosen these products for the teenagers in my documentary to consume because i feel these products are the most relate able for teenagers. I want to make my documentary as realistic as possible. I feel like these products affect their lives. For example, teenagers play PS4 games that are violent so this may influence in reality to do some of the things they see on the game.

Music is a huge influence on the behavior of teenagers because they want to be who their music idols are. I will include music that is gang related because i know that teens who are interested in crime and violence associate themselves with this type of music.

Statistics

Secondary research: Quantitative

Readership circulation figures 

Trends within the circulation figures have been decreasing as the years go by. 

In January 2009 people purchased the surrey mirror 12,000 times. 

In January 2011 people purchased the surrey mirror 10,000 times. 

This tells us that less people want to read newspapers. In my opinion, i feel they do not want to read newspapers because they can get all the information they want form their smartphones and the internet. This could link together with my market research to further explain why i will be including smartphones and laptops in my documentary. 

Less people are purchasing newspapers so this definitely indicates that, as the years go by, less and less teens are reading newspapers. This is bad because instead of reading they are looking at electronical screens everyday , as a result slowly decreasing their sociability. 

Programme ratings  

For January 2016, 7.7 million people watched Eastenders in a week. 

Also for January 2016, 4 million people watched the news in a week. 

This tells us that people are more interested that watching TV drama series over the news. This indicates that people enjoy watching heated conversations, fights and murders over watching factual information about the world. 

Teenagers, for a fact, would watch Eastenders over the news. This tells us that teenagers are watching fights, people resolve problems with violence and sneaky behavior. This could potentially rub off on teenagers and they could behave like their favourite characters do. 

Box office figures

According to the Washington post the majority of teens enjoyed watching the film "Dead pool". 

The majority of teens liked what they saw and wanted to see more. 

Dead pool made 152 million dollars in 3 days. 

This tells us that people, especially teens, enjoy watching a film that has a vast amount of violence. 

Teens enjoy watching films that include violence, mainly teenage boys, because violence with realistic scenes makes them want to be the character. 

Watching violence could affect a teens behavior because when a teenager, you are still testing the boundaries of right and wrong. Seeing violence makes you want to do it, but what if some wanted to do it so much they actually did. This is a serious issue in my opinion because seeing violence can make violence a reality.