Target Audience Questionnaire & Results

Why is a questionnaire necessary?This research is needed so I can find out exactly who I am aiming my product (music video) at, if I don’t know who my target audience is as well as their likes/dislikes, I will not know what features or styles to incorporate into the music video. I can also refine the marketing of the product to specific locations or websites online where the target audience will be, as I would have a rough idea of what kinds of individuals will be watching the video.

The questionnaire will also give me an outline of how the audience is interested in media products such as music videos. I can also know what types of props, costumes, locations and choreography styles to incorporate.

Where did the research take place?I asked 10 participants within 2 miles of my 6th Form academy, this was the easiest method of gaining answers as there are more than 500 students who could be within my target audience group.

I visited classrooms, local parks as well as a few high street shops such as Tesco. As the target audience is based in London, asking participants just in South London may be bias and lead to validity issues, however the base ideology of my target audience would remain the same across different regions.

Survey: Music VideosQuestion 1: How old are you?

Question 2: Are you Male or Female?

Question 3: What is your Favourite Colour?

Question 4: Who is your favourite music artist?

Question 5: What feature of a music video do you like best?

Question 6: How often do you watch music videos (Per week)? Question 7: What is your Favourite Genre of Music?

16 Years Old 17 Years Old 18 Years Old

Male Female

Red Green Blue Pink Yellow

Calvin Harris Avicii Chris Brown Katy Perry Other_________

Introduction Outro Cinematography Editing/Effects Props/Location

0 Times 1-3 Times 4-6 Times 7-9 Times More than 10 Times

Jazz Pop Hip/Hop R ‘n’ B Classical

Circle Choice

Example

Actors/Performers Other_

Rap Punk/Rock Dance/Electronic

These findings show that 50% of my target audience is 18 which means I can narrow down what age group I am aiming my music video at. I can also see that the rest of the target audience is aged 16 or 17. This range allows me to research further on what 16-18 year old like and dislike and tailor my music video to their tastes which will lead to a successful music video.

Question 1: How old are you?

16 Years old 24%17 Years old 26%18 Years old 50%

16 Years 17 Years 18 Years

This is a straightforward demographic question which will help me understand what age group I am aiming my music video at.

Question 2: Are you Male or Female?

Male 60%Female 40%

Male Female0%

10%

20%

30%

40%

50%

60%

Series1

This is another demographic question which is vital to gain an insight on what genders are more inclined to watch music videos.

These findings show that 60% of the audience are males, which means that the product can still be gender neutral but slightly more masculine. The population of the audience that are females is 40% which is still a high percentage.

What is your Favourite Colour? Red 30%Blue 30%Green 20%Pink 10%Yellow 10%

RedBlueGreen PinkYellow

This is a unconventional psychographic question as the favourite Colour of a person can explain a lot about their personality, this is important as I will then get a clearer picture into the mindset of my target audience.

These findings show that red is the most frequent favourite Colour of the participants, along with blue. This could mean that the target audience likes bold and bright colours that could be incorporated into my music video, during the editing process.

Who is your favourite music artist?

Calvin Harris 20%Avicii 10%Chris Brown 0%Beyoncè 10%Jay-Z 10%Katy Perry 20%Example 20%Eminem 10%

Calvin HarrisAviciiChris BrownBeyoncèJay-ZKaty PerryExampleEminem

These findings show that Calvin Harris is the most popular music artist, his genre is dance/pop. This indicates that 20% of the target audience prefers Calvin Harris to other music artists. To ensure that my music video appeals to the target audience, incorporating Calvin Harris’ style would entice them to watch it. However Katy Perry and Example are also preferred by 20% of the target audience, so taking a few features from each artists may confuse the audience as all of their styles are different. The most efficient way to resolve this issue it to create another, more in depth questionnaire regarding the three artists and allow the audience to choose one.

This is another psychographic question…

What feature of a music video do you like best?

Introduction (Opening scene) 10%Outro (End scene) 10%Editing/Effects 30%Cinematography 20%Muscians/Performers 10%Choreography 10%Props/Location 10%

Introduction (Opening scene)

Outro (End scene)

Editing/Effects

Cinematography

Muscians/Performers

Choreography

Props/Location

These findings show that 30% of the participants like the editing and special effects more than any other music video feature. This means that when editing my music video, editing and effects must be carried out appropriately. In addition to this, the cinematography is also another favourite feature, this is a difficult feature to work on as the camera angles and shot lengths may be difficult to seamlessly intergrade into the music video, although, if it is produced proficiently the target audience will be gratified by watching the music video.

This is an unconventional psychographic question however it will allow me to

understand what features I can expand and stress on to ensure the target audience in engaged when watching the music video.

How often do you watch music videos (Per week)?

0 Times 20%1-3 Times 60%4-6 Times 10%7-9 Times 10%More than 10 Times 0%

0 Times

1-3 Times

4-6 Times

7-9 Times

More than 10 Times

0% 10% 20% 30% 40% 50% 60% 70%

Series1

These findings show that majority (60%) of the participants watch music videos 1-3 times a week. This is a relatively low amount compared to the amount of music videos available online as well as on mobile phones. Mobile applications such as iTunes, Spotify, Shazam and YouTube make it effortless for anyone with a mobile phone to see a music video. The lack of attention to music videos from the target audience doesn’t mean they do not listen to music, since the increase of ‘Piracy’, most people download their music without seeing or downloading the artists music video. This means that to ensure my target audience views and appreciates the music video, it would need a unique selling point (USP) such as a chance for a fan to be in the music video if they share and download the trailer etc.

This is another example of a psychographic question as this allows me to get into the mindset of the target audience and decide weather they watch music videos casually or have a keen interest in the medium.

What is your Favourite Genre of Music?

Pop 40%R 'n' B 20%Jazz 0%Dance/Electronic 20%Rap 10%Classical 0%Punk/Rock 0%

Pop R 'n' B Jazz Dance/Electronic Rap Classical Punk/

Rock

0%

5%

10%

15%

20%

25%

30%

35%

40%

These findings show that Pop music is the most popular music genre (40%) among the 10 participants. However 20% of them also like the genre of R ‘n’ B. This shows that, to make a successful music video, according to these results, I should incorporate either a Pop or R ‘n’ B theme. The Dance/Electronic genre is also as popular as R ‘n’ B, however to resolve the genre problem, I can create a further survey regarding genre and ask completely new participants which genre they would prefer in a music video.

This is another psychographic question which will allow me to gain an insight on the kind of genres that are most popular among the targeted audience. This will help me to also make a decision as to what kind of genre I would make a music video on.

Validity issues with this research…As my sample size consisted of only 10 participants, it is difficult to extract solid findings and base my entire music video on these answers. This is because the small sample size doesn't’t reflect the opinions of the larger population. I also didn't’t vary the location I asked, which could lead to researcher bias and can confound the results.

However these findings give me a valuable outline to the kind of individuals I am creating the product for, these results will be used as a guide line among other pieces of research.