WHAT DO I RESEARCH?

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There are three areas of research, usually done in this order (though there are many areas of crossover.)

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MARKET RESEARCH

• What has been successful recently in your particular area of the Media? Are there any trends developing?

• How successful have these products been? Are they profitable? How much did they make?

• Who else is making this product? Where do they operate? What channels do they use for distribution, exhibition, whatever?

• How were the products marketed? Branding, advertising, timescale for release onto the market.

• Is there a niche for your product? Are you offering something different or more of the same? How can you compete?

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AUDIENCE RESEARCH

• Who is the audience for what you are selling? Is it one audience or many? Can we identify particular ages, genders, demographic or psychographic groups?

• Can we discern anything about consumer preferences or behaviours? What do they want? What do they actually buy or consume?

• How do they make their decisions? Does advertising work? Is it all word of mouth?

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PRODUCTION RESEARCH

• How are these products funded? How much do they cost?

• Who do we need to make them? Where do we find these people?

• What equipment/ locations/ props/ whatever is needed? Where do we get it?

• What techniques are necessary to making the product?

• What timeframe is necessary? How best to use the time?