Entertainment and Creative Industry
Research Background
The study examined audience engagement across diverse demographics, including age, gender, and social and family backgrounds. By looking beyond viewing behavior and into emotional responses, the research aimed to uncover what truly stayed with audiences after the credits rolled.
Our Approach
To capture both scale and meaning, the study employed a mixed-method approach, combining quantitative measurement with qualitative exploration.
In the quantitative phase, participants were engaged directly at the movie theater through a pre-test and post-test design. Audiences completed the pre-test before watching the film to capture expectations, motivations, and initial perceptions. The post-test was conducted immediately after the screening, allowing the research to measure shifts in emotion, message reception, and overall evaluation after experiencing the film.
This approach enabled a clear comparison between expectations and actual impact, providing robust evidence of how the film influenced audience perception in real time.
Complementing this, the qualitative phase—particularly Focus Group Discussions (FGDs)—added critical depth to the findings. Through open, guided conversations, participants were able to articulate emotions, personal reflections, and shared meanings that structured surveys often cannot fully capture.
Outcomes
The insights translated authentic audience emotions into actionable creative strategies, informing clear marketing and digital communication directions. Research findings provided strategic guidance to ensure creative executions reflected genuine audience experiences, sustaining post-viewing engagement and strengthening overall communication momentum.