Josh Robinson Market 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 Robinson Market 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 Robinson Market 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 Robinson Market 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 Robinson Market 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.