Audience Research

Audience research

In order to find out what potential consumers find good/bad about music videos I created both a questionnaire and used a focus group to find this out. I was able to record the responses of my group with video camera.

My group found that there were several aspects of this music video that were good, in particular, the use of the fast cuts, slow motion and the way that the tempo of the song was replicated in the music video. However, they also stressed that the over use of these effects make the music video a bit over the top as well as making viewing and understanding of the music video a bit harder.

I also used a questionnaire and asked 10 boys/girls. I constructed several questions, including a question asking if this advert would make them want to purchase the song/album. When gathering the results I found that people responded to ‘arty’ music videos; when there are abstract shots and meanings of the music video, ones that would also make you think and want to view the music video again.

Audience research

Focus Group

I showed the group several music videos and asked them which of the four they would be able to recall. The music videos were from the bands ‘Radiohead’; ‘Mars Volta’; ‘The Album Leaf’ and ‘Sigur Ros’. The music videos are all in the similar genre that is Indie/Alternative, but have completely a completely different video. After the viewed it I asked them which music video they could recall:

Music Video

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Radiohead Mars Volta Album Leaf Sigur Ros

If I am to make a conclusion from these results, it would be that the most recognisable music video would be The Mars Volta ‘The Widow’, showing that music videos accompanied with abstract editing and camera work were more memorable than other conventional/stereotypical music videos.

Audience Research continued

I created another questionnaire to find out what my target audience are enjoying in music videos and what they currently listen to. When asking the question ‘What is it that you like about Indie/alternative music videos’.

From this graph I am able to see that there are larger number of people who like abstract videos. When following up I asked ‘Why?’

Attributes

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Simplicity Effects Narrative Abstract

“Something different!”

“Gives you something to think about”

“It’s usually more memorable”

Audience Research continued

‘What do expect to see in the music videos in this particular genre?’

I included a few open ended questions so I could get a few detailed responses.

“A number of different camera shots and angles; with different special effects”

“A storyline of some sort”

“Different perspectives”

“Locations that suit the video, as well as a video that compliments the music video”

‘Would a good music video want to make you purchase the song/album?’

People had mixed feelings about this, it was about 50/50. the consensus I got from it was that it wouldn’t make them want to buy it as per say, but it may make them want to view it multiple times and eventually purchase it.

Would a good music video make you want to purchase the song/album

Yes

No

Audience Research continued