Target Audience

The target audience for my film is middle class, middle aged and explorers. According to Young & Rubicam, there are seven categories of what brands people bought and how they felt about them. The system became a way of understanding the deeper appeals of those brands. My documentary is in the explorer’s category because hybrid cars are young in nature, these people respond to brands that offer new sensations and explore new frontiers. The reason why my film is in the middle class category is because teachers, graphic designers and middle management are likely to buy hybrid cars and they are more environmentally minded people. Middle income people can afford to buy a hybrid car. The genre is a short documentary that explores the way we put in fuel for hybrid cars, benefits, drawbacks and what is the future for hybrid cars. The gender split is 50% M and 50% F because hybrid car owners are mainly families on middle income. The target audience mainly live in the suburbs/outskirts of a city and the Central Business District. They would also prefer to watch similar car programmes such as Top Gear. They would read large format newspapers because they are more serious and less shocking than tabloid newspapers. The newspapers they would read are The Sunday Times and The Daily Telegraph. The majority of hybrid owners are families because hybrids are a family concept car. To improve my documentary, I need to interview someone who owns a hybrid car because that fits the target audience profile. My script needs to be in a more relaxed approach and less technical. The questions for the representative from Honda need to be less robotic because they were questions like what this is. And what that is? It should be questions like what you suggest.