Pragmatic—The process

Film audience testing: the process

We use quantitative and qualitative methods to understand the market appeal of films, as well as assisting filmmakers with their final edits to optimise engagement and enjoyment of the film before release. The process involves:

DEFINING AUDIENCE

Working with the filmmakers to define the likely target audience for the film based on demographics, film-going behaviour and other personality and lifestyle factors if necessary. We use quotas to ensure there is sufficient breadth and depth across the audience sample. Audience sample sizes for one test usually range between 150 and 250 people.

RECRUITMENT

Recruiting the audience using companies such as Show Film First who manage a large database of Australians of all types who are interested in going to the movies.

DEVELOPING LINES OF ENQUIRY

Working with the filmmakers to develop a test questionnaire, using standard rating scale questions as well those designed to address specific aspects of the film. We also develop the topics we wish to explore in more detail during the focus group(s).

HOSTING THE SCREENING WITH THE TEST AUDIENCE

Pragmatic Research runs every aspect of the screening from welcoming audience members, checking their details and NDA, introducing the screening, explaining the purpose of the research, assisting with the post-screening survey and running the focus groups. We believe having an independent host/researcher run the screening is more likely to put the audience at ease and elicit honest responses when they fill in the survey.

SURVEY COMPLETION

Encouraging audience members to fill in the survey on their mobile phones after the screening. The link to the survey is sent to each audience member once the film finishes. Responses are collated via a secure online platform for immediate analysis. Using an online/mobile platform is generally easier to complete for audience members and saves on extra logistical resources and costs needed when using pen and paper surveys. It also reduces COVID-19 risks.

FOCUS GROUP DISCUSSION

Before the screening Pragmatic staff approach 10 to 12 audience members and ask if they would like to stay behind after the screening/survey to have a 20 to 30 minute discussion about their impressions of the film. We invite those involved with the film to be present during the group and if appropriate to add to the discussion. Focus groups work best when the tone is reasonably informal and there are specific aspects of the film for us to focus on – e.g. engagement with particular scenes and characters, comments on the pacing of the film, areas of confusion, how well particular themes are handled etc.

RESULTS AND INSIGHTS

Top line results are available immediately after the screening, including the top 2 boxes (excellent+very good) rating. A full report is available within 24 hours detailing the responses to all questions and cross analysing these by key demographic data and other relevant variables. Focus group findings and verbatim quotes are added to the analysis to add further context and depth.