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Audience Research
By Joe Flemming and Tom Armstrong
WHAT IS YOUR GENDER?


                                                      14.2
                                                       14
                                                      13.8
                                                      13.6
                                  Male                13.4
                                                      13.2
                                  Female               13
                                                      12.8
                                                      12.6
                                                      12.4




Most of out target audience is pretty much balanced, so with this in mind we were
planning on using a female protagonist to allow our female audience to empathize with
the victim. However, the song itself is hard rock so that will appeal to the male side of
our audience as well as a use voyeurism in the performance.
WHAT AGE GROUP ARE YOU IN?


                                         30
                                         25
                                         20
                              16-24
                              25-35      15
                              35+        10
                                          5
                                          0
                                               16-24     25-35     35+


Over 90% of our audience are in the 16-24 demographic, we feel this
accurately represents the age group that would be interested in our
genre of music and fits accordingly to our predicted target audience.
PLEASE STATE YOUR ETHNICITY


                                              25
                                              20
                          White               15
                          Black mixed         10
                          Indian
                          N/A                  5
                                               0
                                                   White Black Indian N/A
                                                         mixed
The questionnaire depicts that our main audience are white British, this allows to
avoid issues that may offend certain ethnicities and address ones that are
predominant in UK culture.
CIRCLE YOUR FAVORITE OF
                          THESES FILM GENRE’S


                                              14
                                              12
                                              10
                                Horror         8
                                Thriller       6
                                Action         4
                                               2
                                               0
                                                    Horror Thriller     Action


The results show that there is a large difference in opinion on genre. We can see that
Horror narrowly won, but Action wasn’t far behind. From this we have decided to
create a hybrid, combining primarily chase scene style action with horrific (maybe
graphic) scenes of murder and assault.
CIRCLE YOUR FAVOR MURDER
                                 WEAPON.


                                                 18
                                                 16
                                                 14
                              Knife              12
                              Gun                10
                                                  8
                              Baseball bat        6
                                                  4
                              Blowtorch           2
                                                  0




We asked what murder weapon they would like to see, this question would directly
influence our choice. We gave options we felt were most stereotypical in gang-culture. The
majority want to see a knife used, this conforms to the popular stereotype that we have
scene a lot of in the media lately and we are glad we can address it.
WOULD YOU BE OFFENDED IF WE
                        ADDRESS THE ISSUE OF GANG
                                CULTURE?



                                            30
                                            25
                                  Yes       20
                                  No        15
                                            10
                                             5
                                             0
                                                    Yes        No


 We asked if addressing issues of gang culture would offend our
audience, the answer was a unanimous no. This fits into the results of
previous questions and doesn’t affect the way we produce the video.
WOULD YOU PREFER MORE
                           PERFORMANCE OR STORY IN OUR
                                  MUSIC VIDEO.


                                                      14
                                                      12
                                                      10
                                  Performance          8
                                  Sotry                6
                                                       4
                                  Mixed                2
                                  N/A                  0




While our results show that the majority of people would prefer a solely narrative driven
music video, our research into the conventions of the genre say that it is conventional for
performance to play a strong role. We have chosen that to please the majority of the
audience we will use an equal mix of both.
ARE THERE ANY LOCAL AREAS YOU
                            WOULD LIKE TO SEE IN THE MUSIC
                                        VIDEO?



                                                      30
                                                      25
                                                      20
                                        Yes           15
                                        No            10
                                                       5
                                                       0
                                                               Yes        No

We asked the audience if there were any local areas or landmarks they’d like to see in our products. The
majority of our audience didn’t seem to mind the location ( over 70% ), whereas some had specific
locations. Oddly it seemed to be females that had a stronger opinion on location. There’s one thing
they all have in common. The Roaches, Knypersly falls and comically simply fields. All these locations are
set outside of city and heavily industrialised areas. We feel this would be good for our video as it can
add to the feel of isolation we want to portray.
WOULD YOU PREFER SIMPLE OR
                          INTERESTING ARTWORK ON THE
                                    ALBUM?


                                             30
                                             25
                                             20
                                             15
                               Simple
                                             10
                               Interesting    5
                                              0




They wanted more interesting artwork than simple, with this in mind we are going to try
and achieve something completely different, we feel this may attract a larger audience.
In accordance to the artwork question, we proposed the idea of hand-drawn artwork that
would be enhanced in Photoshop, the general reaction was no, so we will be scrapping the
idea.
WOULD YOU BE INTERESTED IN
                   HAND-DRAWN ARTWORK?



                                       30
                                       25
                                       20
                              Yes      15
                                       10
                              No        5
                                        0




In accordance to the artwork question, we proposed the idea of
hand-drawn artwork that would be enhanced in photoshop, the
general reaction was no, so we will be scrapping the idea.
CHOOSE YOUR FAVORITE FONT.



                   Calilbri             16
                                        14
                                        12
                   ALGERIA              10
                   N                     8
                   Brush                 6
                   script                4
                                         2
                   Chiller               0

                   Forte



From the response, we see that the majority of our audience would
prefer a simple font as oppose to anything more artistic, we will
consider this in our final font selection.
STATE YOUR THREE FAVORITE
                  ALBUMS BASED OFF THEIR ARTWORK.


  We asked our audience their three favorite pieces of album artwork for
inspiration into our ancillary products. Here are a few reoccurring answers:
STATE YOUR THREE FAVORITE
                            BAND LOGOS.


  This question was asked to see if any themes are present in popular band
logos, we have discovered that most popular logos are simple but catchy, used
                           to create brand identity.
STATE YOUR THREE FAVORITE
                           COLOURS.




This was asked with regards to the house style of the ancillary products. We
understand that the products and the music video must be clearly related and this is
confirmed by our audience research as over 70% picked dark colours, primarily black
and grey. A large number chose blue as a second or third choice and we believe that
could work well on possible a voyeuristic lead performer.
OVERALL CONCLUSION


      With our audience research gathered, we now aim to create interesting ancillary products
    to attract a wider audiences that intended. On top of this, we have positive feedback about
addressing the issue of gang culture and so we can go ahead with the original idea in confidence.
  Surprisingly enough, our feedback states that the majority of people don’t want any local areas
     featured in our music video and we believe that this is because our audience wants to seek
 escapism. This has inspired us to go forth with the filming to take place at ‘The Roaches’ which
  is part of the national park. This is because the location itself is far from the city center yet it
                     consists of quite a variety of sets within the national park.
      Our questionnaire has also told us that we really needed a variety of font to expand our
   feedback. It mostly told us that the other fonts available weren’t too relatable to our product
   and so when we come round to the design of our ancillary products, we will experiment with
                                            different fonts.
  Personally, we believe that our most important feedback is that our audience is almost an even
    mix between male and females, this is so we can address both genders in different ways. We
   are going to promote voyeurism through the performer, yet use a female protagonist for the
                                 narrative so women can empathize.

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Audience research

  • 1. Audience Research By Joe Flemming and Tom Armstrong
  • 2. WHAT IS YOUR GENDER? 14.2 14 13.8 13.6 Male 13.4 13.2 Female 13 12.8 12.6 12.4 Most of out target audience is pretty much balanced, so with this in mind we were planning on using a female protagonist to allow our female audience to empathize with the victim. However, the song itself is hard rock so that will appeal to the male side of our audience as well as a use voyeurism in the performance.
  • 3. WHAT AGE GROUP ARE YOU IN? 30 25 20 16-24 25-35 15 35+ 10 5 0 16-24 25-35 35+ Over 90% of our audience are in the 16-24 demographic, we feel this accurately represents the age group that would be interested in our genre of music and fits accordingly to our predicted target audience.
  • 4. PLEASE STATE YOUR ETHNICITY 25 20 White 15 Black mixed 10 Indian N/A 5 0 White Black Indian N/A mixed The questionnaire depicts that our main audience are white British, this allows to avoid issues that may offend certain ethnicities and address ones that are predominant in UK culture.
  • 5. CIRCLE YOUR FAVORITE OF THESES FILM GENRE’S 14 12 10 Horror 8 Thriller 6 Action 4 2 0 Horror Thriller Action The results show that there is a large difference in opinion on genre. We can see that Horror narrowly won, but Action wasn’t far behind. From this we have decided to create a hybrid, combining primarily chase scene style action with horrific (maybe graphic) scenes of murder and assault.
  • 6. CIRCLE YOUR FAVOR MURDER WEAPON. 18 16 14 Knife 12 Gun 10 8 Baseball bat 6 4 Blowtorch 2 0 We asked what murder weapon they would like to see, this question would directly influence our choice. We gave options we felt were most stereotypical in gang-culture. The majority want to see a knife used, this conforms to the popular stereotype that we have scene a lot of in the media lately and we are glad we can address it.
  • 7. WOULD YOU BE OFFENDED IF WE ADDRESS THE ISSUE OF GANG CULTURE? 30 25 Yes 20 No 15 10 5 0 Yes No We asked if addressing issues of gang culture would offend our audience, the answer was a unanimous no. This fits into the results of previous questions and doesn’t affect the way we produce the video.
  • 8. WOULD YOU PREFER MORE PERFORMANCE OR STORY IN OUR MUSIC VIDEO. 14 12 10 Performance 8 Sotry 6 4 Mixed 2 N/A 0 While our results show that the majority of people would prefer a solely narrative driven music video, our research into the conventions of the genre say that it is conventional for performance to play a strong role. We have chosen that to please the majority of the audience we will use an equal mix of both.
  • 9. ARE THERE ANY LOCAL AREAS YOU WOULD LIKE TO SEE IN THE MUSIC VIDEO? 30 25 20 Yes 15 No 10 5 0 Yes No We asked the audience if there were any local areas or landmarks they’d like to see in our products. The majority of our audience didn’t seem to mind the location ( over 70% ), whereas some had specific locations. Oddly it seemed to be females that had a stronger opinion on location. There’s one thing they all have in common. The Roaches, Knypersly falls and comically simply fields. All these locations are set outside of city and heavily industrialised areas. We feel this would be good for our video as it can add to the feel of isolation we want to portray.
  • 10. WOULD YOU PREFER SIMPLE OR INTERESTING ARTWORK ON THE ALBUM? 30 25 20 15 Simple 10 Interesting 5 0 They wanted more interesting artwork than simple, with this in mind we are going to try and achieve something completely different, we feel this may attract a larger audience. In accordance to the artwork question, we proposed the idea of hand-drawn artwork that would be enhanced in Photoshop, the general reaction was no, so we will be scrapping the idea.
  • 11. WOULD YOU BE INTERESTED IN HAND-DRAWN ARTWORK? 30 25 20 Yes 15 10 No 5 0 In accordance to the artwork question, we proposed the idea of hand-drawn artwork that would be enhanced in photoshop, the general reaction was no, so we will be scrapping the idea.
  • 12. CHOOSE YOUR FAVORITE FONT. Calilbri 16 14 12 ALGERIA 10 N 8 Brush 6 script 4 2 Chiller 0 Forte From the response, we see that the majority of our audience would prefer a simple font as oppose to anything more artistic, we will consider this in our final font selection.
  • 13. STATE YOUR THREE FAVORITE ALBUMS BASED OFF THEIR ARTWORK. We asked our audience their three favorite pieces of album artwork for inspiration into our ancillary products. Here are a few reoccurring answers:
  • 14. STATE YOUR THREE FAVORITE BAND LOGOS. This question was asked to see if any themes are present in popular band logos, we have discovered that most popular logos are simple but catchy, used to create brand identity.
  • 15. STATE YOUR THREE FAVORITE COLOURS. This was asked with regards to the house style of the ancillary products. We understand that the products and the music video must be clearly related and this is confirmed by our audience research as over 70% picked dark colours, primarily black and grey. A large number chose blue as a second or third choice and we believe that could work well on possible a voyeuristic lead performer.
  • 16. OVERALL CONCLUSION With our audience research gathered, we now aim to create interesting ancillary products to attract a wider audiences that intended. On top of this, we have positive feedback about addressing the issue of gang culture and so we can go ahead with the original idea in confidence. Surprisingly enough, our feedback states that the majority of people don’t want any local areas featured in our music video and we believe that this is because our audience wants to seek escapism. This has inspired us to go forth with the filming to take place at ‘The Roaches’ which is part of the national park. This is because the location itself is far from the city center yet it consists of quite a variety of sets within the national park. Our questionnaire has also told us that we really needed a variety of font to expand our feedback. It mostly told us that the other fonts available weren’t too relatable to our product and so when we come round to the design of our ancillary products, we will experiment with different fonts. Personally, we believe that our most important feedback is that our audience is almost an even mix between male and females, this is so we can address both genders in different ways. We are going to promote voyeurism through the performer, yet use a female protagonist for the narrative so women can empathize.