2. Aims + Purpose
The 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.
3. Methods + Techniques
We 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.
4. …continued
Post 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
5. Audience Profile
Age
0%
Age 16-20
25%
Age 21-25
35%
Age 26-30
30%
Age 30-
40
10%
0%
What is your age?
Gender
Male
65%
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
work
25%
What is your employment
status?
Residence
Harlow
85%
Residence
Stortford
10%
Residence
Other
5%
What is your town of
residence?
6. 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.
7. Music Video Preferences
Music
purchas
e
expenda
ture £0-
£5
60%
Music
purchas
e
expenda
ture £6-
£10
25%
Music
purchas
e
expenda
ture £11-
£20
15%
How much do you spend on
music purchases/month?
Watching
platform
TV
25%
Watching
platform
PC
35%
Watching
platform
Tablet
10%
Watching
platform
Phone
30%
On which platform do
you prefer to watch
music videos?
Puchas
e
location
Net
Shoppin
g
30%
Puchas
e
location
Music
stores
20%
Puchas
e
location
Superm
arkets
15%
Puchas
e
location
N/A
35%
How/where do you
typically purchase
your music
albums?
Price
willing
to pay
£2-£3
45%
Price
willing
to pay
£4-£5
40%
Price
willing
to pay
£6-
£10
15%
How much would
you be willing to
pay for an
ambient/downtemp
o music album?
8. …continued
Production
elements
of music
vid Props
10%
Production
elements of
music vid
Costumes
40%
Production
elements of
music vid
Varied
locations
35%
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
Sepia
15%
VFX
on
album
Film
Grain
35%
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?
Album text
register
Formal
(informative
+ serious)
80%
Album
text
register
Informal
(funny +
sarcastic
+ chatty)
20%
What language style would
you preferthe album text to
be in?
9. 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 be
accessible from PCs.
10. …continued
40% 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)
11. Visual Elements
Visual
album
preferenc
e Image
1
42%
Visual
album
preferenc
e Image
2
21%
Visual
album
preferenc
e Image
3
37%
Which of these album
covers do you prefer?
V.p
reason
Text
15%
V.p
reason
Colour
30%
V.p
reason
Artwork
50%
V.p
reason
Other
5%
Why?
Visual
advert
preferenc
e Image 1
40%
Visual
advert
preferenc
e Image 2
15%
Visual
advert
preferenc
e Image 3
45%
Which of these adverts
do you find more
appealing? V.p
advert
Text
15%
V.p
advert
Colour
25%
V.p
advert
Artwork
10%
V.p
advert
Image
25%
V.p
advert
Other
(band)
25%
Why?
12. 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 and
that we should avoid any colours that connote negativity.
