Primary Research / Findings / Qualitative Data
Speaking to Caterham
I spoke with Caterham over a potential interview for my film at the April 2nd Event and if it was even possible to film at the event. I was hoping to make this happen because an interview with someone high up would definitely boost my film. What I said was I asked if I was able to film there and they took my contact details and told me that the marketing team would get in touch. While waiting for them to get in touch, I was urgently wanting to know if I could speak or have an interview with anyone. I have made contact with Caterham several times to speak to the marketing team and they haven't provided me much information until now. I really want to film at this event and I was told it shouldn.t be a problem by the person I spoke to on the phone who was on the line for the 'Caterham Cars Ltd' number on their website and this is a great opportunity for my film since getting as much footage as I can for my 25-30 minute film is the main objective.
Work Experience
I have reached out and spoke to Jeremy Humphries over the phone and he has told me a lot about how he'd allow me to come to him and do his film courses. I also learned that I should get into the industry as quickly as possible among the fact that he told me it was possible to become a film director. I have plenty of time on my side and I should get out of education by 21 years old. He said he'd come to college to speak for free and college could send me and 3 other students on this course and only pay for one. I was advised to be a runner on a film set and do both college and work experience. Bristol, Manchester and London are the main places to go and to apply to get the jobs I should make films and put them on one YouTube account then link it to my CV because they will definitely watch it since it shows what I can do and what I am capable of. I can't be fussy about TV or Film because at the end of the day it is all experience, I have to be happy to do everything. I have to meet people in the industry which will then cause to be inspirational people which will allow me to play the field and learn my job. he told me to go and search for something at Film@59 in Bristol who are a production company because I need to get into production anyway to learn. the best way to go is to get taken under someone's wing and learn from them and what the other people around that person will teach you. If anything get into the industry as early as I can since I'll be 18 in the summer. I am desperate to be at college and manage that as well as finding work experience. So far I have tried my hardest in every second at college and I intend to get onto next year and do the same. If I fail in my mission my only option is to get into the industry in any way possible. I don't want to do that, however, since I feel there is still so much more I can do here at college and learn. I'd rather complete my education at college and go to university than go into the industry uneducated.
Survey and findings
As part of my primary research, I conducted a survey that had 90 responses over 24 hours. I used that data to create my target audience and this is what it produced:
In my survey, I found the highest percentage of responses and recorded them here:
I spoke with Caterham over a potential interview for my film at the April 2nd Event and if it was even possible to film at the event. I was hoping to make this happen because an interview with someone high up would definitely boost my film. What I said was I asked if I was able to film there and they took my contact details and told me that the marketing team would get in touch. While waiting for them to get in touch, I was urgently wanting to know if I could speak or have an interview with anyone. I have made contact with Caterham several times to speak to the marketing team and they haven't provided me much information until now. I really want to film at this event and I was told it shouldn.t be a problem by the person I spoke to on the phone who was on the line for the 'Caterham Cars Ltd' number on their website and this is a great opportunity for my film since getting as much footage as I can for my 25-30 minute film is the main objective.
Work Experience
I have reached out and spoke to Jeremy Humphries over the phone and he has told me a lot about how he'd allow me to come to him and do his film courses. I also learned that I should get into the industry as quickly as possible among the fact that he told me it was possible to become a film director. I have plenty of time on my side and I should get out of education by 21 years old. He said he'd come to college to speak for free and college could send me and 3 other students on this course and only pay for one. I was advised to be a runner on a film set and do both college and work experience. Bristol, Manchester and London are the main places to go and to apply to get the jobs I should make films and put them on one YouTube account then link it to my CV because they will definitely watch it since it shows what I can do and what I am capable of. I can't be fussy about TV or Film because at the end of the day it is all experience, I have to be happy to do everything. I have to meet people in the industry which will then cause to be inspirational people which will allow me to play the field and learn my job. he told me to go and search for something at Film@59 in Bristol who are a production company because I need to get into production anyway to learn. the best way to go is to get taken under someone's wing and learn from them and what the other people around that person will teach you. If anything get into the industry as early as I can since I'll be 18 in the summer. I am desperate to be at college and manage that as well as finding work experience. So far I have tried my hardest in every second at college and I intend to get onto next year and do the same. If I fail in my mission my only option is to get into the industry in any way possible. I don't want to do that, however, since I feel there is still so much more I can do here at college and learn. I'd rather complete my education at college and go to university than go into the industry uneducated.
Survey and findings
As part of my primary research, I conducted a survey that had 90 responses over 24 hours. I used that data to create my target audience and this is what it produced:
In my survey, I found the highest percentage of responses and recorded them here:
Age: 55-51 (17.9%)
Gender: Male (89.3%)
Current Employment Status: Full-Time (64.3%)
Are you aware of the 'Caterham' brand? Yes (88.1%)
What type of car do you think Caterham manufacture? Sports-Car/Roadster (54.8%)
Rate the Cinematography: 5 (38.1%)
Rate the information & statistics: 4 (41.7%)
Attention to the type of car: 4 (35.7%)
Rate the use of voice-over: 4 (32.1%)
Did you like the music? 3 (28.6%)
Was an empty/abstract location important? Yes (42.4%)
Would you watch something like this about Caterham's? Yes (91.8%)
How long would you expect a Documentary to be? 25-30 minutes (40%)
eMails: 68
I let the survey take place over 24 hours to give people as much time as possible to fit the project plan that I could. I think that the time given was reasonable for that it was posted at 11:35 12th March and I write this blog now at 11:35 13th March. I have had 83 responses and that is mostly to do with the fact that I put this survey in a Caterham and Lotus 7 owners group that was very helpful and supportive of me in this project. I have a predominantly male audience that are 51-55 years old and aware of the Caterham brand. They mostly said that Caterham manufacture Sports-Cars/Roadsters which is technically wrong but could be seen as right. It is a Super-Car/Track-Day Car on the road. It is both in actual fact so that was poor from me as I feel I have fed people the wrong answers. Super-Car/Roadster would be more accurate.
For 'The Grand Tour' video, my answers came out as the information and statistics being most appealing. This means that I will need to gather lots and lots of information and statistics about Caterham's for my Documentary. They rated Cinematography '5' so my Documentary will need to be shot nicely since this was what was most appealing to them I will add filters which is what 'The Grand Tour' have done.
In my infographic, I have created this to show my results/target audience in a more respectably presentable way. I have put the results in a sideways line graph and also colour coded the questions. I put the questions again which are aligned with the sideways line graph. I hope this is clear enough and readable. I wanted to create this to make my work of a higher standard as I feel infographics are a great way to do that. They look professional and smart and they make my results look pristine.
I used percentages to determine the outcome so I know what the higher rates are for the standard of my work. What that means is, if I have an 89% male audience I know that's what I'll be aiming for as a pose to 50% male audience and a 50% Female audience which would mean the film would be divided. Of course, I'd like more women in my audience but you don't see many female Caterham drivers, in fact, it's quite rare. I could see that Cinematography was rated '5' which is the highest number you can give which was about how important and appealing it was to them and 38.1% of people said this. Information & statistics were rated '4' by 41.7% so I now know that I will have to fill my film with lots of good shots and information. When given all this, 91.8% of people said they would watch something like the Grand Tour about Caterhams.
So all in all, I have a 51-55, Male audience who are Full-time workers. They think Caterham make Sports-Cars/Roadsters and want the Documentary to be at least 25-30 minutes. They want a good looking film filled with lots of information & statistics that concentrates on Caterham's with a voice-over as well. They would like part of it to be in an abstract location with better music than what was on the Grand Tour so maybe a song which is more lively will definitely help. I can almost garuntee that this will be delivered. All but one. I will obviously try my absolute best to make this the best looking film I can, but giving them fantastic cinematography is something that needs the most attention for me if I am going to make this work. The people who work on The Grand Tour are trained professionals with a lot of experience and a Director of Photography on their side as well. If I am going up against that, I need to up my game.
Focus Group
To create a focus group, I need to sit down at least 5 people who are 51-55 males who work full-time and know of the Caterham brand. We will talk for 10 minutes about what they expect of a documentary and what they think will be suitable to be in the film. On this day that I will record this (March 24th) will be a day I am shooting as well. I know that I will do this without pre production but I do have an idea of what I want to do on that day as well. I need an open area like the airfield runway that I can shoot the cars in an arrow formation and some shots of the Caterham community on the whole. I will speak to all these subject for my film as well for the focus group and get them to give me as much information that I can for what the expectations are for a college made film. I will need this and it will help me massivly to plan out what sort of things I want to put in my film.
Focus Group
To create a focus group, I need to sit down at least 5 people who are 51-55 males who work full-time and know of the Caterham brand. We will talk for 10 minutes about what they expect of a documentary and what they think will be suitable to be in the film. On this day that I will record this (March 24th) will be a day I am shooting as well. I know that I will do this without pre production but I do have an idea of what I want to do on that day as well. I need an open area like the airfield runway that I can shoot the cars in an arrow formation and some shots of the Caterham community on the whole. I will speak to all these subject for my film as well for the focus group and get them to give me as much information that I can for what the expectations are for a college made film. I will need this and it will help me massivly to plan out what sort of things I want to put in my film.
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