TV Drama Vision Extended – Pre-Session on Jan 27
Deeper than Demographics
We’re not short of data. We’re short of insight. However long you spend staring at bar charts or training your AI bots to crawl all over the ticketing database, you won’t find what you're looking for. Sure, you can spot a few niche patterns… some people have a real thing for Slasher movies, others are into Vampires while there’s a sub-set who love Folk horror. But by the time you’ve sub-divided every film genre into vanishingly small sub-genres, you can no longer see, let alone understand, the audience. And while we can make sweeping generalisations about Gen X vs Gen Z, and we can track their broad technological preferences, we still can only see the WHAT of their behaviour, not the WHY of their motivations and choices or the HOW of their persuasion to buy your tickets.
Our speaker, Andrew McIntyre, is endlessly curious about how and why people engage with culture. No surprise, then, that he’s in the Stimulation Culture Segment. This fascination led him to establish the world’s first audience research group which, a decade later, formed the bedrock of the award-winning strategic insight agency Morris Hargreaves McIntyre (MHM). Andrew will show how the power of psychographics - the deep-seated values and beliefs that shape all our motivations and choices - can give us a richer, deeper understanding of our audience's preferences and unlock their behaviour patterns.
From risk-taking at film festivals to the semiotics of movie posters, understanding psychographics is the key to engaging audiences. Andrew will share real-world examples from film and wider cultural organisations that will help you to harness psychographics for yourself. You could start by segmenting yourself here.
The session is presented in collaboration with Kulturakademin.
Priority access to the pre-sessions with TV Drama Vision accreditation.
Speaker
