Denver, Colorado (PRWEB) October 28, 2013
Among five action movie trailers for movies coming out in October or November 2013, Thor: The Dark World is the movie that respondents were most likely to see in theaters based on an agile research study conducted last week by GutCheck, a leading on-demand research community platform. The five trailers in the study included Captain Phillips, The Counselor, Ender’s Game, The Hunger Games: Catching Fire, and Thor: The Dark World.
Movie consumers sourced for the study responded positively to all five trailers, but the three favorites based on the quantitative findings were Ender’s Game (80 percent at least somewhat likely to see in theaters), The Hunger Games: Catching Fire (85 percent), and Thor: The Dark World (76 percent). The Hunger Games: Catching Fire scored the highest on all attributes tested, but ultimately lost out to Thor: The Dark World as most anticipated among the five trailers shown when the quantitative and qualitative research was compiled.
Captain Phillips fell in the middle of the rankings, with 74 percent saying that they were at least somewhat likely to see it in theaters. The least liked trailer was The Counselor, with 59 percent of respondents saying that they were at least somewhat likely to see the movie in theaters when it premiered.
“This was incredibly fun research to conduct and certainly timely which is what GutCheck’s research platform is all about,” said Matt Warta, founder and CEO of GutCheck. “Our solution is about timely and relevant consumer insights and with these movies virtually opening right now it doesn’t get more timely than that. Combining a quantitative and qualitative approach meant we were about to deliver meaningful insights fast to the major motion picture studios responsible for the success of these films.”
Based on these quantitative findings, the top three trailers were included in an Instant Research Community (IRC) to understand not only what drove respondents’ interest, but also how to improve the trailers. A total of 208 respondents, ages 18-54, who have been to the movies in the past six months and are interested in action movies, completed the quantitative survey to identify the top three trailers. The qualitative study was completed by 32 panel members in a GutCheck IRC.
Key findings published in the GutCheck report (http://info.gutcheckit.com/executive-summary-download-form) included implications for the top three movie trailers as well as these general findings:
GutCheck is an on-demand research community platform that provides real-time insights from specific customers with quality that is equivalent to or better than traditional research communities. Unlike these offerings that can challenge timelines and budgets, GutCheck’s advanced tools and efficient services deliver relevant feedback in days instead of weeks and 3 – 5x more research for the same budget. For more information: http://gutcheckit.com.
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Taylor Strategic Communications for GutCheck
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