Why Target Audience Analysis And Market Research Is Not Working
Imagine sitting in a room full of suits, discussing the next big thing. It’s a new cinematic franchise, or the next big video game. Everyone focuses on charts and graphs, analyzing every tiny scrutinizing detail of the target audience.
Boundaries have been drawn.
The numbers look so good.
Millions of dollars at stake, but odds favor you.
Finally, the perfect plan is in play.
This is it. According to the research data, this is going to be amazing! All the information and patterns point to success. This is it.
But on launch day, nobody cares. It is a terrible result. The product is met with a deafening silence, crippling in the board room.
The fans are apathetic.
Nobody wants to pay for it.
It is, by all measures, a failure.
But why? What happened? The data indicated success!
Enter Masahiro Sakurai, the man behind the lovable Kirby and other famous Nintendo titles. He’s been around the block and has a different perspective. Sakurai thinks relying too much on data can actually kill creativity.
And I think he is right.
He has a video that so elegantly captures the problem with market research. I implore you to absorb every word. I truly admire his wisdom. Plus, his other content is also worth more than gold. It is one of those channels that makes me feel wiser.
His idea got me thinking. Are we so obsessed with playing it safe that we’re missing out on truly amazing work?
I think so.
Sakurai’s take isn’t just about video games; it’s a wake-up call for movies and TV shows too. He’s saying that sticking too closely to what’s already popular can make everything look the same.
And let’s face it, nearly every big thing with at least a million dollars attached to it looks the exactly same.
We’re tired of the same old.
Let’s discuss how market research homogenizes media for the worse.
Target audience analysis and market research are obviously essential to any media strategy. They help companies figure out who their content will appeal to. This covers anything, like a new video game, book, movie, or TV show. By breaking down the audience into categories like age, gender, or interests, creators can tailor their work to hit specific marks. It also makes the targeting of the audience much easier. This approach is attractive in industries with significant financial stakes. Millions, if not billions.
I want to challenge just how important it actually is. I feel it sits too high in the hierarchy of influencing the decision matrix.
But it is also incredibly problematic. We often rely on existing data. Let me say that again, existing data. Which means they’re looking at what has worked in the past. Not for the future. Driving forward while constantly looking back is counterproductive. It tells where you’ve been, not where to go next.
Moreover, the data is actually more misleading than we are willing to admit. People do not fit neatly into boxes. Their preferences are often be wildly unpredictable. For instance, you might assume that a lighthearted game like “Super Brother’s Smash” is just for kids. Nope. It also appeals to adults who enjoy its simplicity and charm.
It’s difficult to capture this type of nuance in data. And an excessive focus on demographics will lead to content that lacks inspiration and originality.
On the flip side, there’s a reason market research is so popular: security. When a company is investing millions into a project, they want to know they’re making a sound decision. And who wouldn’t? Sheesh, even I don’t think I have that bravery. Metrics and data give them something concrete to hold on to. It’s a way to minimize risks. Metrics typically focus on past success, not future potential.
While understanding your audience is crucial, it’s important not to let data dictate every creative decision. There’s a delicate balance between being informed and being constrained.
Masahiro Sakurai has some pretty strong opinions about the way targeting and marketing can overshadow creativity. He’s not saying these things don’t have their place; after all, they can be valuable tools. But he’s concerned about how they can dominate creative decisions on where everything feels bland and formulaic. When that happens, people will stop caring.
In fact, people have stopped caring for some of the biggest franchises today.
Real creativity often defies conventional wisdom is the foundation of Sakurai’s perspective. In the video, he talks about when creating “Kirby’s Dream Land,” he didn’t strictly categorize it as a game for kids. Instead, he focused on making a game that anyone could enjoy, regardless of age or skill level. This approach resulted in a game that resonated with a broad audience. It’s the prime example of how focusing too narrowly on demographics will miss the bigger picture.
In a forward-thinking industry, relying on past successes stifles creativity. And we, the audience, notice when creators make copies of copies. Hell, I could not tell you the differences between the last three Call Of Duty or Marvel entries. Sakurai believes that constantly chasing trends makes it difficult to break new ground. If not impossible. This approach rarely leads to groundbreaking work, often resulting in a lack of originality.
And sadly, I think he is so correct.
This is a caution against complacency. He warns that when creators become too focused on what data says will sell, they risk losing the boldness that characterizes the best work.
Here’s the thing, we, the audience, LOVE NEW THINGS! Remember how wildly successful was Akira when it first hit movie screens? Or Rocky Horror Picture Show? Spider-man Into The Spider-Verse? How about when Half-Life was played on PC? Or Halo Combat Evolved on Xbox?
When market research becomes the primary navigator, creativity ends up shackled. And no one on the team is able to explore new horizons. This over-reliance on data-driven decisions creates a suffocating sameness. Every new release feels calculated. It’s like painting by numbers. Technically proficient but devoid of artistry.
One glaring issue is the proliferation of “safe” content, designed to offend no one and please everyone. After all, the data strongly suggests a fantastic financial return. The result is often a deluge of sequels, reboots, and anything else anyone can name. Take, for example, the endless parade of superhero movies. While a few movies introduce new ideas, most filmmakers adhere to a strict formula. This results in each movie being a near replica of the others, with only minor differences. These films rake in the box office dollars, sure, but they also contribute to a sense of fatigue.
It leaves audiences starved for originality.
And we are so hungry for it.
Maybe even desperate.
Think about how the gaming industry fixates on genres like first-person shooters and battle royale games. When hits like “Player Unknown Battlegrounds” or “Fortnite” make waves, developers swarm the market with similar games, all aiming to snag a piece of the action. This mad dash to copy what’s popular often sidelines fresh, innovative concepts. Games that don’t fit neatly into these established genres often struggle to even get funded. And making games is expensive.
They’re seen as risky bets because they don’t conform to the proven formula of what’s already successful. This trend not only stifles creativity, but also limits strangles the choice for the consumer.
Do you want it in red, or slightly less red?
Too bad, that’s all we invested in.
So buy it in red.
The music industry isn’t immune either. The music industry is not immune either, as songwriters are crafting pop songs with an increasingly formulaic structure. Start with catchy hooks, familiar chord progressions, and lyrics that appeal to the broadest possible audience. This approach might guarantee plays, but it leaves little room for musical experimentation. As a result, the music industry often sidelines unique voices and sounds in favor of what they guarantee will sell.
This approach leads to a void of creativity. When the primary goal is to replicate past hits, the industry becomes risk averse. Groundbreaking work becomes increasingly rare. It’s no wonder that audiences feel like they’ve seen everything.
And we got here mainly because of the overreliance on target audience analysis and market research.
At the end of this article, I find myself asking, “who did I write this article for?”
Let’s be honest, if you’re reading an article about target audience analysis and market research from a writer with less than 100 subscribers, you’re unlikely to be someone to listen to these little rambles. Let alone implement any suggestions.
Deep down, I am writing this for myself. I am going to create creative works. And I know I will need to answer to investors and their risks. I need to work with them.
But I also need to remember that the creative medium often defies conventional logic.
And history proves that.
Everything is owed to this video. Please, enjoy the wisdom it shares.
