Simmons Market Research Bureau and online agency OTX have joined forces to create a new way of classifying movie-goers' behaviour and attitudes. The tool should help to identify the prospects for new movies as well as predicting consumer behaviour based on movie-viewing habits.
Movie BehaviorGraphics(tm), links the OTX Movie Dailies movie awareness and interest tracker with the Simmons National Consumer Study (NCS), which measures the attitudes, lifestyles and brand, product and media preferences of 25,000 adults. Bill Livek, Co-Chairman for Simmons, hopes the partnership will provide 'a complete 360 degree picture of today's moviegoer'.
The link means consumers can be classified into distinct groups based on their viewing behaviour. The seven behavioural segments, which account for more than 75% of all movie-going adults, are as follows:
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
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