Audience Analysis - Florence Finkelfinger

Florence Finkelfinger lives with her partner, Freddie, in the village of Finchingfield, in the fens near Cambridge. Florence is a freelance technical film director, working at home and getting most of her business from the nearby university and many small firms set up around it. Freddie is a farrier, serving the stables in the local countryside. Florence and Freddie are in their late twenties. Florence’s job requires her to keep up to date with film production technology, and she works with other freelancers to put together viable teams for his projects. When they are not working, Florence and Freddie enjoy the social life of the village, which revolves around the local pub, the Fox and Ferret, and its football team. For further entertainment, Cambridge has every facility. Apart from Freddie, Florence’s immediate family are in France, and she frequently flies there to see them. The other place she goes to is Hollywood, as she has ambitions for work beyond technical films and can benefit from taking in its glamour as well as enjoying the ambience. As she often needs to exchange large film files and has her own website, Florence has very fast broadband Internet access at home.

• Demographic Segmentation
• Age: 25 - 30
• Gender: Female
• Family Size: Two (plus immediate family in France)
• Family Relation: Daughter
• Occupation: Freelance technical film director
• Ethnicity: French
• Nationality: France

• Geographic Segmentation
• Country: UK
• Region: England
• City: Finchingfield, Cambridge
• Population density: 1249 approx. (Finchingfield). Rural.
• Climate: Wet, inconsistent

• Psychographic Segmentation

Taking into account the village in which Florence and Freddie live, the regular flights to France and Hollywood and the fact that both of them work, it would seem sensible to conclude that they are a middle-class couple. Considering her chosen profession, Florence must be a natural leader. As a technical film director she should be good at problem solving, assigning tasks to people, completing tasks on time and more than likely extroverted enough to be able to communicate ideas clearly and concisely. Her desire to break away from technical films into Hollywood productions also reveals an extremely ambitious streak in her personality. On a technical level, Florence seems very keen on seeking out new technologies and methods that can help her in her job.

Three Likely Visits

• Most Often Accessed Site:http://www.shootingpeople.org/
• Justification:Florence is a freelance technical film director, so some kind of online resource to help her with her work would no doubt come in very handy. Shooting People is a community of filmmakers, sharing resources, skills and experience. Members post to and receive daily email bulletins covering all aspects of filmmaking, add their events and screenings to the film calendars, and network with other members at parties, salons and screenings in London, New York and beyond. Members can also fill in online searchable profile cards – which will soon feature video so that filmmakers can upload show reels.

• Second Most Often Accessed Site:http://www.imdb.com/
• Justification:As previously stated, Florence is a technical film director. She does, however, have a desire to break away from technical films into Hollywood productions. This reveals an extremely ambitious streak in her personality. The Internet Movie Database offers users essential information on a massive number of films, TV programmes, actors and actresses. This combined with forums, galleries and constantly updated news articles means imdb.com could be an indispensable resource for Florence to use.

• Third Most Often Accessed Site:http://www.britishairways.com/
• Justification:Florence frequently flies to France to visit her immediate family, but also flies to Hollywood trying to benefit her film career. She could go for a cheap airline to secure flights, however, depending on how frequently she does indeed fly she may be better going for an airline like BA which would allow her to collect Airmiles and save money on future trips.

Example Audiences