Star Wars returns – The Force Awakens

At Voxpopme we recently asked our customer community their opinion on the latest Star Wars trailer. Going beyond the statistics we present visual and emotive research that is humanised. We believe data visualisation is stronger than statistics and open ended responses

This week the long awaited trailer for the latest Star Wars film Episode VII – The Force Awakens was officially released. So we decided to do a bit of Market Research to see what our US and UK customer communities thought about this new trailer and if it encouraged them to go and see the film once it is released.

Lets start with the panel members that really liked the trailer and felt that it lived up to all expectations. Many of the users loved the trailer because it showed classic characters, that the avid Star Wars fan will have been all too familiar with, while also introducing exciting new characters.

“What did I think of the Star Wars trailer? Awesome! I can’t wait. There’s nothing else to be said, it’s as brilliant as always.” (Elizabeth, 55, Fareham)

“It’s interesting to see the older characters and the newer characters that are going to be in the film.” (Jonathan, 31, Chatham)

“It shows enough action but not too much so that you actually want to go and see the film at the cinema.” (Laura, 38, Aberdeen)

“It reminded me of my youth, I feel like I’ve grown up with them.” (Christopher, 33, Nantwich)

These panel members couldn’t wait to get to the cinema to see the film after watching the trailer. Many commented on how the trailer drew them in but didn’t give too much away, leaving the viewer intrigued and eager to see the film.

“I’m absolutely dying to see the film, the trailer looks fantastic, Star Wars films are absolutely iconic.” (Deborah, 53, Leeds)

“It looks absolutely fantastic, I can’t wait for it to come out, I have loved them since I was a boy but this brings back all the memories as it does look like the first one.” (David, 43, Musselburgh)

“It’s part of the cinema history over the last 20 years. I’ll be taking my grandchildren. A good fun family film. Let’s just hope it’s as good as the trailer.” (Geoffrey, 67, Romford)

“Absolutely amazing. I’m super excited to see Star Wars. I can’t even express how pumped I am to see it.” (Craig, 28, Chicago)

There were some of the customer community that were less avid Star Wars fans and were therefore less excited by the trailer. Some were also sceptical about whether the new characters would be a hit and if the film could live up to the hype.

“I cannot stand Star Wars, Star Trek, big fan. Star Wars I just don’t like.” (Laura, 32, Hadfield)

“I’m a little bit sceptical about the new Star Wars film, not because of the trailer, the trailer actually made me more excited for it, it looks amazing! I’m just not sure about the characters. There seems to be a lot of new faces.” (Tom, 23, Peterborough)

Have you considered the voice of your customer? Bring customers to life within your company. Video is now easier than ever to integrate into your quantitative research, truly understanding your customer’s’ experience. May the force be with you.