Music Video Questionnaire Data + EvaluationEmma Sugarman + Georgia Wilson

Aims + PurposeThe data that we have collected was gathered via a self composed questionnaire aimed to discover what sort of features my target audience would prefer to see in our Music Video/Digipak. The use of a questionnaire allows for a quick and easy way to record, format and read data.

Methods + TechniquesWe used opportunity sampling as my data collection method as it is a time and cost effective way of obtaining willing participants that are available at the time.

We used a questionnaire because the data is easy to record, format and read.

We printed off two questionnaires so that we can tally the data on one whilst the participant is able to read the questions themselves on the other. This is to ensure that the participants fully understand the question in order to attain accurate results.

Explaining the purpose of the questionnaire is the first thing we introduced to the individuals who were willing to participate by reading a short script. This ensured that we had their consent, adhering to basic research ethics.

We also made sure that they were a fan of ambient/downtempo music that would feature in the music video – asking potential customers is the best way to acquire genuine information that we can use to my advantage to attract customers.

…continuedPost introduction, we proceeded to ask the questions to the participants and record their answers accordingly.

Although this method relies solely on the participant’s honesty and understanding of the question, we feel that using a questionnaire was the quickest and easiest route to obtaining reliable information from a large quantity of people in a short space of time.

This form of data is also easy to standardize because the questions are asked in the same way to every participant. It does not allow for bias or suggestiveness because it avoids the use of influential discourse features such as tag questions. It also avoids consensus because the participant cannot see other people’s selections.

However, the participant’s answers are always susceptible to being skewed when the researcher is present – demand characters encourage the participant to answer with what the researcher wants or expects, sometimes even to deliberately jeopardize results.

Audience Profile

Age 16-2025%

Age 21-2535%

Age 26-3030%

Age 30-4010%

What is your age?

Gender Male65%

Gender Female

35%

What is your gender?

Employment Status Part-time work

40%

Employment Status Full-time work

25%

Employment Status Part-time student

10%

Employment Status Student + part-time

work25%

What is your employment status?

Residence Har-low85%

Residence Stortford

10%

Residence Other5%

What is your town of residence?

Audience Profile Evaluation

Most of the results presented in the previous slide are a result of opportunity sampling on a college campus and around town. Due to this, the sample is young and many people live locally. However, we selected our sample specifically because they are our target audience for the music video/digipak we shall create so we do not feel that this decreases the data’s reliability. The data shows that the best target audience is those aged 21-25 who work part-time. This can be beneficial to us because it shows that they may have some disposable income to buy the album but also an amount of free time to watch the music video.

Music Video Preferences

Music purchase expendature

£0-£560%

Music purchase expendature

£6-£1025%

Music purchase expendature

£11-£2015%

How much do you spend on music purchases/

month?

Watching plat-form TV

25%

Watching plat-form PC

35%

Watching plat-form Tablet

10%

Watching plat-form Phone

30%

On which platform do you prefer to

watch music videos?

Puchase loca-tion Net Shopping

30%

Puchase loca-tion Music

stores20%

Puchase loca-tion Super-

markets15%

Puchase loca-tion N/A

35%

How/where do you typically

purchase your music albums?

Price willing to pay £2-

£345%

Price willing to pay £4-

£540%

Price willing to pay £6-

£1015%

How much would you be willing to pay for an ambi-ent/downtempo music album?

…continued

Production elements of music vid Props

10%

Production elements of music vid Costumes

40%Production elements of music vid Varied loca-

tions35%

Production elements of music vid Varied actors

15%

What production elements would you predr in the

music video?

VFX on album Black + white

25%

VFX on album Sepia15%VFX on album Film

Grain35%

VFX on album Longshots

5%

VFX on album Stop motion

20%

What sort of visual special effect would you like to see in the

video?

What language style would you preferthe album

text to be in?

Album text regis-ter Formal (in-

formative + seri-ous)80%

Album text regis-ter Informal (funny

+ sarcastic + chatty)

20%

What language style would you preferthe album text to be in?

Music Video Preferences Evaluation

Our results show that 60% of the people we asked spend on average approximately 0-£5 on music purchases per month. This indicates that we should not overprice our album otherwise those who listen to the genre will not buy it. Also supporting this point is the results for how much they (45%) would be willing to pay for our album which was £2-£3.The majority of our sample who pay for music said that they would prefer to buy their music online as many (35%) also prefer watching music videos on a PC. This means that we should format our video to accessible from PCs.

…continued40% of our sample said that in terms of production elements in the video, they would prefer to see a wide variety of costumes worn by stars in the video. This allows us to prepare before we begin shooting so that we can accommodate the wishes of potential audiences to increase views and positive feedback. 35% also said that they would like to see a extensive variety of locations within the video, also allowing us to pre-arrange transportation from one place to another prior to shooting. In terms of visual special effects, 35% of our sample said that they would prefer to see a film grain effect on the video. This antique quality in ambient music videos is popular and therefore we intend to apply such an effect to our own material thus increasing familiarity for potential audiences to increase views. 80% of our sample said that they would like the album text to be of a formal register (informative + serious)

Visual Elements

Visual album preference Image 1

42%

Visual album preference

Image 221%

Visual album preference

Image 337%

Which of these al-bum covers do you

prefer? V.p rea-son Text

15%

V.p reason Colour30%

V.p reason Artwork

50%

V.p reason Other5%

Why?

Visual advert preference

Image 140%

Visual advert preference

Image 215%

Visual advert preference

Image 345%

Which of these adverts do you

find more appeal-ing?

V.p ad-vert Text

15%

V.p advert Colour25%

V.p advert Artwork

10%

V.p ad-vert

Image25%

V.p advert Other (band)25%

Why?

Visual Elements Evaluation

Our sample said that they preferred image 1. 50% due to the artwork and 30% due to the colours used. This is helpful for us because it allows us to get a sense of what sort of artwork we should have on our CD album.