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Target Audience Research As part of our Target Audience Research we have created a survey to find out what types of music people between the ages of 14 and 25 enjoy listening to. The survey consisted of 9 closed answer questions, we gave the survey to our friends and family members between the ages of 14-25 to fill it in, we made sure that we gave our survey to people we knew so that our results were more accurate and couldn’t be messed up by anonymous people. Survey Link - http://www.surveymonkey.com/s/WW7KLV8 Charlie Henson
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Page 1: Target audience Research - Music Video

Target Audience Research

• As part of our Target Audience Research we have created a survey to find out what types of music people between the

ages of 14 and 25 enjoy listening to.• The survey consisted of 9 closed answer questions, we gave

the survey to our friends and family members between the ages of 14-25 to fill it in, we made sure that we gave our survey to people we knew so that our results were more

accurate and couldn’t be messed up by anonymous people.

Survey Link - http://www.surveymonkey.com/s/WW7KLV8

Charlie Henson

Page 2: Target audience Research - Music Video

One of our tasks is to create a music video, so finding out whether the audience enjoy watching music videos was a question we were interested to find out. The majority of people that we asked do enjoy watching music videos, however this is a very broad question as we didn’t specify which genres or type of music the audience enjoy watching/listening to. For the 14% of people that answered no to the question, our aim is to try and change their perception of music videos so that next time they are asked a question like this, they answer yes.

Question 1:

Page 3: Target audience Research - Music Video

The way in which people get hold of music nowadays is a controversial topic because companies that sell music now, feel they are at a disadvantage due to people being able to download music illegally through other websites. The results of this question show that over half of people asked don’t buy music, this doesn’t mean they download it but it gives a good idea on how companies such as iTunes are suffering because of the other websites that allow people to download music without paying for it. The reason that we asked this question was because if people buy music, it won’t have a music video with it (iTunes, CD’s etc...) but if people don’t buy music they are more likely to listen to it on TV or YouTube where the music video is.

Question 2:

Page 4: Target audience Research - Music Video

The genres of music that an audience finds enjoyable to listen to is a key thing to consider when choosing what genre to go for. From the 15 people that answered this question the pop music category was the most popular, while Rnb, Rap and Dance were just behind on an equal number of votes. The least popular genres were Soul, Country and Reggae, this shows that these three genres of music aren’t as popular with the younger generation as what they used to be, these results could have been totally different if our target audience was for older people.We will consider these results when choosing what genre to use for our video.

Question 3:On this question, more than one

answer could be selected.

Page 5: Target audience Research - Music Video

I think this question was one of the most important questions of the survey because it relates exactly to what we are doing, 53% of people said they found pop music and dance music the best to watch, while soul and reggae was the least popular on 6%. It is interesting to compare the results from questions 3 & 4 because the Rap genre was seen as one of the most popular to listen to, but not the most popular as a music video ( question 3), and dance music was not as popular to listen to but is more enjoyable with a music video (question 4). We are glad that these results have happened because it gives us something to think about when deciding what genre to go into with our music video.

Question 4:On this question, more than one

answer could be selected.

Page 6: Target audience Research - Music Video

We thought that the result for this question would be ‘Yes’ and that people would be influenced by music videos, but half of people said music videos did influence their liking on a song, and half didn’t think videos influence their liking on the song, this question hasn’t really helped us and the final response was even but we will still try to make our product as good as possible so people start liking the song we choose because of the video we have created to go with it.

Question 5:

Page 7: Target audience Research - Music Video

Question 6:

The purpose of this question was to see if our audience knew the typical characteristics of a dance track music video, as our results show it appears they did. We decided to ask the audience about a dance track because it is a genre of music that we enjoy and typically a lot of people our age do.As you can see 13 out of 16 people selected the ‘Vibrant, Bright, Energetic, Fast Paced’ option as what they would expect to see from a dance track music video.

Page 8: Target audience Research - Music Video

Question 7:The results of this question show that people don’t often attend live musical performances such as festivals and concerts. The most popular answer was ‘Not at all’, which could suggest that they use other methods to listen to music which could consist of watching music videos. The reason that some teenagers might not attend musical performances could be because they are at school/in education a lot of the time and then only have weekends if they are free and have money to go, young adults would be working a lot of the time and often can’t afford the money to go to a music festival because they are expensive and might mean taking some time of work in order to get there.Music videos are a lot easier to watch because they are easily accessible through YouTube or on TV.

Page 9: Target audience Research - Music Video

Question 8:On this question, more than one

answer could be selected.

The reason that we asked the audience this question was because it is another way of seeing if people watch music videos. If people answered with TV or Laptop/Computer there is a good chance they are listening to the song and watching the video to it, these two platforms support watching a video whereas through a phone, speakers, CD or radio do not. Listening to music through a mobile phone was the most popular answer, this would most commonly be through headphones attached to the phone. The least popular method of listening to music is through a CD, these seem to be outdated nowadays as there are other, more cheaper ways of getting hold of music.

Page 10: Target audience Research - Music Video

Question 9:On this question, more than one

answer could be selected.

This question would help us in choosing the genre of music video to work with, there is a distinct favourite with 62% of people answering with ‘energetic, have lots of things going on and make you want to get up and dance’, this favours mainly the pop and dance genres of music. The least popular was concert and studio based videos so that will be taken into consideration when we make our final choice.

We feel that this questionnaire has educated us more in what our audiences needs are. During the course of the production of our music video we are also able to talk to peers and friends of the target audience about any extra needs, wants or ideas they may have regarding the production of our music video.