In order to be able to market the product I am going to need to know my audience. In this case establishing the primary target demographic is relatively simple – it is parents’ and specifically parents that are unsure of what a ’12a’ movie consists of. Therefore I am going to need to consult parents on what THEY value as important in a film, and what they do not want their children seeing. I can then tailor my film warnings to this audience, for example if parents aren’t too bothered about violence but are very much against nudity of any kind I will focus on nudity rather than violence.
I am going to attempt to use a number of sources to gain information from parents, including contacting parents themselves verbally (including mine) and internet forums for parents, for example mums net. This allows me to get a wider range of parents, from various different countries, meaning I can tailor my service to fit the needs of individual countries.
I could also conduct physical focus groups with parents, however the logistics involved in conducting this would make it difficult to do, and thus I will probably resort do conducting something similar online.