Josh RobinsonMarket Research – Survey Results Analysis

From using a primary research technique of carrying out a survey, I have asked 10 people 10 questions to help me find out what the target audience of my music video will be, whether they enjoy the genre that I have chosen, what their favourite artist is and whether this audience is interested in a lot of content to appear in the music video. These results that I have received also allow me to know whether I should create a narrative, conceptual or performance video to appeal to the target audience. The results of all of the questions that I asked in my survey are below.

This primary research was useful as from the question ‘How old are you?’ I have found out that the answers are from a mix of 17 and 18 year olds. These results have allowed me to see the age of the people I sent the survey to, and this has led me to come to the conclusion that the target audience that I should aim towards when creating my music video is 17/18 year olds.

From this question in the survey, the answers have shown me that the majority of the people I asked were male, with 7 males and 3 females. However, despite these results that doesn’t mean that I should aim the music video at only the male target audience as the narrative and the conventions of the genres pop/dance usually aim towards a mixed gender audience.

Josh RobinsonMarket Research – Survey Results Analysis

The results of my survey have

found that the majority of those who answered it

The results from question three tell me that the majority of people who took my survey are unemployed with 60%, and that only 40% of the people I asked said they were employed. This gives the impression that they will be more likely to stream the music on web 2.0 social sites such as YouTube and Spotify rather than pay for physical copies of the CD from stores, so I am able to change my music video to appeal to the majority and convince them to pay for the single or album.

From the results of this question I can see that the majority of people who took my survey like the pop genre, this is interesting because the chosen genre our group has chosen to follow for our music video is pop so we are able to make the video appropriate for the audience, with a very popular song which is Avicii – Hey Brother. The results also help us If we wanted to choose a different song as the next two favourite genre’s are Rock and House.

Josh RobinsonMarket Research – Survey Results Analysis

This question has been helpful as the majority of people I asked said they like narrative videos with 60% of the people choosing it, the others performance and conceptual got 40% together. We had chosen a narrative music video as It was popular with our chosen genre of pop, following Neale’s mental machinery and now that we know that people prefer the narrative music videos tells me that we can continue our original plan.

From these results I have found out that the majority of people that I asked in my survey watch music videos on the phone, with 50% of people choosing the phone as their main platform to view music videos on, the rest of the platforms getting either 10%/20%. Since the majority of people who took my survey were between 17 and 18 years old it was expected that the phone would be the most popular viewing platform. These results tell me that the video will be viewed a lot more than on television for example as phones are accessible throughout the day because they are portable.

Josh RobinsonMarket Research – Survey Results Analysis

These results from question 7 are useful as the majority of people I asked are into mainstream artists rather than independent artists; also one of the results was for Avicii, which is useful because my chosen song is Hey Brother by Avicii. I now know that the audience expects a certain type of music video since all of the artists follow similar genres of pop.

Question 8 has told us that 80% of the people I asked want a lot of content in the music video, so I now know that my music video needs to be interesting and with question 5 saying that most people wanted a narrative music video tells us that the music video is important in bringing in the audience.

Josh RobinsonMarket Research – Survey Results Analysis

Question 10 contains one of the most useful answers as I have discovered that 60% of the people that I questioned in my survey stream extremely often, 30% stream very often, 10% stream slightly often and no one doesn’t stream. This allows me to come to the conclusion that alot of my target audience will be either using platforms such as Spotify or websites like YouTube, so I now know that the quality of my music video must be to a high standard because close to all of my audience will watch it on streaming platforms

Question 9’s results have been useful as 80% of the people I gave the survey to purchase music in the digital format, and 20% don’t buy music in a digital format. This tells me that I have to make my music video to a greater standard because alot of my audience will be focusing on the quality of the video and the song to decide whether or not to purchase the song online.

To conclude all of the answers that I received from my survey have allowed me to focus on my music video, and from the results I now know what to add to my music video to make it more appealing to the intended target audience that my group have decided to aim towards. Results such as the ‘How often do you stream music online?’ and ‘What style of music video do you prefer?’ have been particularly useful in helping me decide what to do in my video.