Salk+A.+video+focus+group

TO: Video Team FROM: Adam Salk SUBJECT: Video Focus Group Report DATE: March 29, 2010

Here is my report on a focus group I ran with four college students on their use of video content in its various forms. Our team developed five questions, which I presented to each participant. Some obvious trends were uncovered through these questions.


 * Focus Group Rationale**

Premium video content is increasingly being delivered through the Internet, giving Gen-Y many different ways to access TV shows and movies. As a result, broadcast TV audiences are being fragmented and the movie industry can no longer assume that box office revenues alone will pay for the production of new movies. The rationale for our focus group sessions is to determine how Gen-Y currently watches premium video and which broadband technologies they prefer. This information will allow us to advise Proximity clients on how best to target Gen-Y using ads associated with premium content.


 * Participants**

The 45 minute session was held in my apartment on Friday, March 12, 2010. The male participants were:
 * Dan, 19, a Towson Univ. sophomore emf major
 * Tyler, 19, a Towson Univ. sophomore business major
 * Brittany, 20, a Towson Univ. sophomore nursing major
 * Evan, 21, a Towson Univ. senior film major


 * Session Topics**

We covered the following five topics during the session:


 * 1) Which kinds of TV shows do you still watch when they are first broadcast?
 * 2) Do you avoid advertising by using a DVR or wait to watch a show on demand? Do you prefer to watch TV shows online with embedded ads?
 * 3) Do you keep up with new movie releases and prefer to see them first in a theater?
 * 4) Do you prefer to rent / buy DVDs or watch streaming video when you watch movies at home?
 * 5) Does the size and quality of the screen play a role in determining how you watch TV shows and movies?


 * Findings**

The session revealed that:
 * Male students in particular watch first run sports broadcasts
 * Students, for the most part, do not use DVR’s because they do not pay the extra cost for the required equipment
 * Renting DVD’s is less common, and buying DVD’s occurs occasionally

These findings should be compared with the results from our other sessions with all participants. Although the purchasing of DVD’s seemed to be less common, two participants stressed that they buy DVD’s when they really like the movie and would watch it multiple times. All of the participants agreed that watching movies in the theatres is their most preferred method of viewing, but the expense makes it less desirable.

We should consider conducting follow-up interviews as well as comparing all of the data to determine a more focused set of findings.