1) The document discusses the methods used to conduct target audience research for a music video, including questionnaires, Flickr, focus groups, and social media. 2) Feedback from these methods found that the target audience preferred some black and white/sepia shots but not exclusively, listened to music on YouTube, and used Spotify, iTunes, and Soundcloud. 3) The research influenced the creation of the music video and related products to better appeal to the target audience based on their preferences.

1. Evaluation Question 3

2. Our Plan
By conducting target audience
research we could gain vital
information in order for the
music video and ancillaries to
appeal as much as possible.
Our plan was to create a
music video that resembles
the problems associated with
todays youth, as well as being
visually creative.

3. We originally intended on our products targeting (refer to
image). We wanted a broad audience as we didn’t want to
restrict them. We wanted to target both genders as in our
music video we featured male and females with different
problems. Therefore any gender could relate to either Chase
or Emily’s problems. By targeting white people we restricted
our music video, however in our area there are little
ethnicities.
Our Plan

4. Our Methods
Questionnaires Flickr
Focus Group - Recorded on Chirbit
I liked using questionnaires
for research as this was
quick and simple to do. We
used this method for
responses to questions.
Flickr was a useful and creative way to
gain feedback on images from the
photoshoots. This was easy for us as
we only had to listen to the responses
in the ‘comment’ area.
Facebook
Conducting a Focus Group helped as we
could interact face to face with our target
audience. By recording the conversation
we could take their ideas on board
through the planning stage.
Since social media
is used a
significant amount
by our target
audience we
decided to contact
people on here.

5. Questionnaires
The first target audience
questionnaire we created was on the
initial ideas of the music video. This
was to gain vital knowledge of the
preferences of the target audience
and to gain opinions on locations,
shots and effects.

6. We asked them question such as ‘What is your
opinion of using black and white / Sepia for shots?’
which was quite important. We wanted to use black
and white / sepia colouration as this adheres to
indie conventions. However we didn’t want the full
music video to be black and white or sepia, so we
wanted the target audiences opinion. W e found
out through the results that out target audience
wanted us to, when asked to justify there answer,
they said it creates an atmosphere for the shot. I
found the questionnaires useful as the target
audience could easily fill them out. This became a
common way to ask our target audience questions.

7. Focus Group
We decided to conduct a focus group with our
media class discussing our ideas. We had our
annotated lyrics and photo board to show them
our ideas for the music video. We asked if the
audience understood the knife, and due to the
questioning of the knife, we decided that we will
not use this in the music video, as it looks way too
violent for what our ideas were for the music
video, also the audience did not understand the
link to the knife, therefore we will replace this
shot with something more appealing. I found the
focus group fairly useful as we could verbally
exchange ideas with the group.

8. I found that 60% of our target
audience think the song is rock.
This could potentially increase
our audience because our genre
is indie rock, combining two
genres together.
From this we found that half of our
target audience don’t buy CD’s, I
feel that this is because today’s
society use their phones, therefore
downloading or streaming music is
easier.

9. I found with this research that the majority of
my target audience listen using YouTube. I
found that 58% download music using Spotify,
iTunes and Soundcloud which shows that we
are targeting ‘Tribe Wired’ people. This
question was very useful and reassuring as we
now know are audience download music.
By asking this question we could gain vital
information on what’s important to the target
audience. 30% of our target audience said social
media, this shows that they like to keep up to
date on the star, we will therefore create social
media accounts for the star. As the audience said
they like to see merchandise, I will create a few.

10. This response is positive as we
need a significant amount of
shots featuring Chase as we
are establishing him as an
artist, this links to Goodwins
theory.

11. Flickr
I used Flickr as a way of gathering feedback
from the public about which images would be
best for the panels of the digipak. This like the
focus group was useful in the way that we
received positive and negative feedback. We
received many comments of our star not
looking into camera which breaks conventions,
so we therefore planned another photoshoot.

12. Flickr
By planning another photo shoot we
could get Chase and Emily to make direct
eye contact with the camera. This is when
we took the cover image for our digipak
and advert this worked well as it
connected with the audience. In
conclusion I love how the image on the
front panel of our digipak turned out as
this looks inviting.

13. In Conclusion
Overall I feel that the target audience research highly influenced my music video as it
gave me peoples opinions and preferences for the music video, so we could tailor this
for them. The target audience feedback helped a significant amount with the creation
of the products as we could use their develop their ideas and use them in the creation
of the products. I feel the feedback enhanced my creativity as they gave me ideas of
what they would like to see.