Audience Research (Film viewers)

 For my animated short, the primary target audience is Young Adults (Ages 16–25). This demographic is characterized by high smartphone penetration and a susceptibility to "Short-Form Content" fatigue.

  • Primary Demographic: Gen Z (Students/Young Professionals).

  • Psychographics: Individuals who are tech-savvy but feel "digital burnout." They value authenticity and relatable, "raw" storytelling, even in an animated medium.

  • Secondary Audience: Parents and educators who are concerned about the impact of social media on mental health.

1. Quantitative Research: Survey Insights

I conducted a digital survey using Google Forms to gather data on consumption habits. The results confirmed my narrative direction:

  • 85% of respondents admitted to "doom-scrolling" for more than 30 minutes before sleep.

  • Most Relatable Imagery: When asked what visual represents phone addiction, the top answer was "The infinite scroll/spinning loading icon."

  • Platform Preference: Respondents indicated they consume short-form animation primarily on TikTok and Instagram Reels, which informs my decision to create a 9:16 vertical teaser for my ancillary tasks.

2. Qualitative Research: Focus Group Feedback

I held a small focus group to discuss the "vibe" of the animation. I showed them two different art styles: one "bright and corporate" and one "dark and surreal."

  • The Findings: Participants felt the Surreal/Neon-Noir style was more effective at representing the "trance-like" state of addiction.

  • The "Vibe": They suggested that the sound design should be "hyper-real"—the sound of haptic vibrations and notification pings should feel intrusive and overwhelming.

3. Applying the "Uses and Gratifications" Theory (Blumler & Katz)

To ensure my film resonates, I am applying the Uses and Gratifications model:

  • Personal Identity: The audience will see their own habits reflected in the protagonist’s struggle, creating a "Personal Identity" connection.

  • Surveillance: The film acts as a cautionary tale, providing information/insight into the psychological traps of UI design (like infinite scrolling).

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