Audience Research

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  • 1.Audience Research
    By Helen Blyth

2. Audience Research
In order to aim our music video towards our target audience we first have to discover who our target audience are, and to better understand this we need to know about the different types of audience within the 13 18 age limit we are targeting. In order to do this we have the option of many different research methods which all have advantages and disadvantages. These options and their individual merits are as follows:
3. 4. Because of the various advantages, disadvantages and the limitations we would encounter in collecting data we have decided to combine the questionnaire and survey methods because it can be distributed easily and quickly amongst the public, will be easy to evaluate the data collected and can be distributed widely. The Questionnaire will be distributed via email to the entirety of the sixth form, which is the easiest option of distribution but it also holds some merits too, those being:
We will be targeting a lot of people and will get a lot of replies.
It minimised the influence we had on our participants.
We wont have to print off loads of questionnaires as they will stay on the computer.
They are within the age groups that we are targeting.
5. Questionnaire
The questionnaires we are using is the one shown below.
Please highlight as many answers as appropriate using the highlighter tool:
This question was used to ascertain that we had only sent the questionnaire to the sixth form instead of the entire school. It also shows us the majority of Year Thirteens and Year Twelves who emailed back, in so doing providing evidence of how successful our research was.
Gender: MaleFemale
This question shows us the reliability of our findings and whether a larger proportion of females should be targeted with our music video than males which would change the view point of our video.
Aspirations after finishing 6th form:
Go to UniversityTake a Gap Year and go to UniversityTake a Gap Year and Get a Job
Get a JobTravelUndecidedOther: ..............
Question 3 allows us to see where marketing/advertising would be most useful and to give background information on the aspirations/motivations of people who listen to different genres of music.
Which of the following do you do regularly in your spare time:
Go Out With FriendsListen to MusicWatch FilmsRead Books
Play SportPlay Musical InstrumentPlay on Computer/ Other Console
StudyGet DrunkGo To GigsGo To RavesGo To Parties
Other: ........................................... ...........................................
This question also helps with marketing digipaks. On top of this it shows us background information on our target audiences consumption and lifestyle habits.
Which of the following music genres do you prefer:
Heavy MetalAlternative RockClassic RockAcoustic
Country & WesternReggaeDanceRaveHouse
Other: ........................................... ...........................................
We designed this so we can ascertain our target audience from the sample.
6. In your opinion, which of the following statements best sum-up the importance of music videos:
These choices would show us how important our video would become to the different audiences and in particular our target audience
In your opinion, which of the following are important in a good music video:
The options provided to this question were designed to enable us to better evaluate our audiences needs which in turn will help our analysis of music videos including our own and see how apt our video is to please our target consumers.
7. On a scale of 1-5 (1 = lowest, 5 = highest), how importantly do you regard your appearance/ clothes:
Question 8 is designed to show how the characters in our music video relate to the audience, also it gives background information on the audience which is always useful in marketing.
Which of the following shops do you prefer:
Topshop/ TopmanH&MZARAHouse of FraserUSC
JDJJBSportsworldNextPunky Fish
Charity/ Vintage shopseBayOther: .....................................................
This again shows consumption habits of our target audience. In addition to this the style of fashion within each of these shops hints at a certain genre/stereotype of person which enables us to know how to market the male and female character in our video.
On a scale of 1-5 (1 = lowest, 5 = highest), to what extent would you say that your appearance/ fashion sense is influenced by the music you listen to:
Whether the audience is aware or not they are always being influenced by the media they see, especially in fashion and we wished to discover how aware our target audience was of our influence over them. On top of this if they are influenced by the media they listen to and watch then we need to conform to their genre conventions otherwise the audience would become ostracised.
Many people argue that women are represented negatively in music videos, to what extent do you agree (1 = not at all, 5 = completely agree):
How empowered are our audience? That is what we are trying to discover here. This will clarify how we portray females and how our target audience would react to our portrayal of men and womens relationships.
8. Do you believe that these negative representations have the potential to adversely affect young girls (and boys)?
Yes, definitelyProbablyMaybeProbably not
Definitely notDont knowDont care
The last question is designed to make clear the importance of conforming to our targets opinions. We decided not to have any open ended questions as closed questions are easier to evaluate and with open questions you often get stupid comments and we chose to keep it simple.
Within 3 days of sending the questionnaire out to the sixth form via email we had received 61 replies, proving that our method gained lots of results. However the results we received were quite biased considering only 14 of the replies were males and six of those were from Year thirteen, thus showing that our method of distribution although successful with females was not a good way to target responses from males.
9. Analysis of Responses
The age of our predetermined target audience was specifically targeted because of the nature of our research, although this may be biased because we have not researched a range of ages it works for our research because within our music video we are targeting late teens because the characters are young adults. On top of this more 16 18 year olds (year thirteen) replied than 13 15 year olds so this may have biased our results a little although we know the age we are trying to target.
As can be seen here our target audience if our results are to be trusted range from predominantly 16 18 year olds, however because our research was predominantly 16 18 year olds and the percentage of participants in our target audience is larger that the one for all the participants I think that if more 13 15 year olds were included in the research the percentage of them in the target audience would definitely increase.
10. As has already been said more females replied than males this may well bias our results however the majority of the males involved were members of our target audience and so balances out our results.
As you can see the largest number of people intends to go to University so we are targeting an academically aware audience who potentially are of a higher calibre and expect a higher standard of sound, and video. This also means that marketing would be of more use in towns or cities with a University and a large contingent of students.
11. The target audience conforms with the norms of all our participants in the way they spend their spare time. The majority spend a lot of time with their friends and socialising in various ways.
The surprising event however is that 18 out of 60 people under the age of 18 enjoy getting illegally drunk! This does not fit with my hypothesis as I expected more teenagers to spend time playing on computerised games rather than reading books or getting drunk.
12. The Indie/Rock (genre of music that our music video is) is one of the most popular meaning that our music video has to appeal to a wide audience of young adults/late teens. However it seems from our target audience that they enjoy a wide range of musical genres so by using elements of different genre we would still be appealing to the same audience but a more niche market.
Another surprising fact that I have learned about our target audience is that although they are all Indie/Rock fans the majority also enjoy opposite types of music like Hip-Hop and R&B.
13. As can be seen the majority of the audiences want a music video to have visuals that are relevant to the song and they consider this a crucial part of the production. Our music video should fit this category with visuals connecting to the lyrics.
However we have no dancing in our music video which according to our target audience and all the participants is another element that makes a music video good. Even so a lot of music videos from the indie/pop/rock genre (Razorlight or The Rumble Strips) dont contain any choreographed dance moves, so the audience must not mind as long as the narrative is interesting.
In addition to this because our questionnaire results are dominated by female responses the results for having attractive men in the video is 7 votes higher by all participants and 6 votes high by the target audience than having attractive women. These results may show the bias involved in our researc