This research really helped to specifically find our what type of person we we're aiming our advertising campaign at. We found that making a documentary about success and culture would best appeal to:
- The Reformer - core need: Enlightenment - Value independent judgement and stereotypically intellectual.
The Reformer will be our primary target audience as they are most likely to feel enlightened when wathcing our documentary. We want people to make their own conclusion and take what is relevant to them once seeing your documentary and the Reformer is a independent person, meaning they fit our description. Linking this with our market research we expect our target market to be 18-28 years of age as they are seen as independent individuals. In relation to Maslows hierarchy of needs we are trying to challenge the customers self actualisation, so the people who watch our film need to have core needs such as security in their life's, this is why other categories of people (Y&R) like 'The Struggler' wouldn't be likely to benefit from our documentary.
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