Market research by-and-large is the most effective means of discovering an audience or customer in many forms of enterprise. In the case of documentary or any other television programme. It is the most widely used form of research to discover the prime demographic for the production.
Specifically, in the area of factual programming, market research can provide us with the age range, educational depth, time slot, and requirements of the audience. There would be no point, for instance, putting a factual programme about the state of the economy on CBEEBIES in the Saturday morning, 7am slot. Equally there would be little value in presenting a factual programme with in-depth medical descriptions that only a consultant physician would understand to an audience of the general public.
Market research can never be a one hundred percent indication of requirement but can, in the main, give us an insight into the initial strategic direction for the factual programme. Market research, used correctly, after a TV channel has commissioned you to create a piece of work for a specific time slot, age range, or subject, can tailor the basic structure of the production and eliminate certain counterproductive aspects of creative block, while on occasion providing the producer with ideas that they may never have thought of.
Market research, showing a due diligence, can also be used by the freelance producer as a pitching tool for the programming executive, who may wish to commission his work and on commercial channels, market research can indicate the particular kind of advertising that would fit in context with the subject matter.
In short, market research is the guide and sales tool that most points out the creative and non-creative aspects of the factual programme and it's position in the market. Without question the imagination and skill of the creative team will be the overwhelming factor in the production of a factual programme, however a solid understanding of market forces and requirements will definitely make the more prepared team stand out against the less-prepared competitors.
Sadly, in many of the creative arts, the lack of such business skill has led to some very good creative ideas not making it to market and some of the most talented producers, writers and film-makers remaining in the shadows forever.
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