Primary research into

target audience

Task targetIn order to identify what people want to see in the

music video, I will collect data through primary

means such as questionnaires and interviews with

the focus group. Like many other things, there are

both advantageous and disadvantageous aspects to

primary researching.

Questionnaire

This form of primary research is easily accessible and provides concise

answers through the use of multiple choice questions. The data can be

obtained relatively quickly and consolidated into various forms such as

charts, graphs etc, which allows the researcher to obtain a large proportion

of data with access to larger audiences. However, when open ended

questions are utilised, the process can be significantly more time consuming.

Furthermore, the participants may sometimes lie or find it tiring to fill out.

Finally, no real emotion can be conveyed through a questionnaire.

Interview Interview- Some advantages of this form of research is that the questions can

be more detailed resulting in more personal and in-depth responses much

more personal therefore more in-depth responses. However, the usefulness of

this is largely dependant on the interviewers' ability to interpret the answers.

Also, there is a higher response rate compared to other forms of research and

the researcher can feel comfortable not having to present themselves to large

group. The disadvantages of interviews are that: they can be arduously time

consuming; a small number of interviews won’t be a good representation of a

larger audience distribution and the results are open to interpretation.

I will be using a focus group and some questionnaires to obtain data regarding what my target audience wants to see. Through this method I can engage with the targeted consumers and acquire opinionated and personal answers. The questionnaire will aid in a reduction of contemplation for what I will need to include in the video, furthermore, the results can be displayed as graphs, charts etc which will be a good depiction of a larger audience.

• Internet – 8/8

• Magazines – 1/8

• TV – 3/8

• Images - 4/8

• Music – 6/8

• Other – 0/8

Question 1: What media do you use on a day-to-day basis?

QUESTIONNAIRE RESULTS

Question 2: How often do you use media in a day?

• 10-30 minutes – 0/8

• 1 – 2 hours – 1/8

• 2 – 5 hours 5/8

• 5+ Hours 2/8

Question 3: What do you enjoy about the media in which you use?

• Entertaining – 7/8

• Relaxing – 4/8

• Informative – 2/8

• Inspiring – 5/8

• Other – 0/8

Question 4:

What aspects of media do you enjoy?

• Genre – 2/8

• Imaging – 5/8

• Editing – 3/8

• Sound – 7/8

• Narrative – 2/8

• Other - 0/8

Question 5:

If you could choose, what more would you want from the media that

you use? (Open-ended question)

When asked this question, my target audience’s response overall was that

they wanted it to be faster, have less advertisement and more free content.

For example one answer was ‘More access to free media’ and another was

‘Faster internet’.

This question allowed me to point

out what type of music my

consumer audience are listening to

and be aware of what they expect

from music videos. The data

obtained informs us that although

the audience did enjoy a wide

range of genres, most people

opted for ‘pop’, ‘indie rock’ and

‘RnB’.

Question 6

What genre of music do you listen to and/or watch?

Question 7

Do you think the success of music relies heavily on the presence of

a music video?

This question gives us an insight

of how relevant people actually

think a music video is to the

songs prosperity. The data is a

clear conveyance of individuals

deeming a music video necessary

for the song to be triumphant, as

19 out of the 20 questioned

people voted yes.

Question 8

Do you prefer when music videos follow a story/ narrative to match

the lyrics?

To further assist me and my group in the

production of our music video, we

believed acknowledging if audiences

prefer music videos that depict, serve

meaning and/or intensifies. The results

generally tell us that people were in favour

of videos following a narrative.