Music Video Market Research Report
As part of my primary market research I have produced a questionnaire through the website Survey
Monkey and send it via e-mail to 10 people, in order to gather quantitative data. The questionnaire
contains 10 simple tick-box questions, focusing on types of music videos and different distribution
channels. The primary aim of this research was to define the target audience of the music video and
get an idea of the style and type of music videos they enjoy watching, in order to develop the
planning and product of my own video further.
As shown in the graphs below, there was an equal number of male to female participants. This is
helpful as it means the collected results show a balance in terms of interests and opinions and also
they are not biased to a certain gender, therefore making them more valid. In addition to this, the
majority of the participants were aged 18 and under, with just one fitting into the 35 to 44 category.
This is significant as the target audience of our music video is younger adults and teenagers, aged 15
to 30, therefore the results will comply with this.
Another question I asked was which genre of music the participants listened to most frequently. This
was significant as it meant we could tailor the song we choose for the music video to what these
results revealed, because if we choose a genre of music which young people did not listen to, e.g.
Classical then we would not be meeting audience needs and therefore would result in a lack of
interest. The results revealed that 70% of the participants listened to House music and 60% listening
to Alternative, which are both extremely popular genres of music at the moment, therefore this was
expected. Because of this we choose to use the song ‘Youth’ by the alternative band Daughter, in
order to ensure that our music video appeals to our younger target audience.
The next question I asked was which type of music videos the participants enjoyed watching, with
the three options being, narrative, conceptual and performance, as these are the three primary
types of music videos. This question was helpful in deciding the overall style of our music video. As
shown in the graph below, 60% of the participants choose Narrative and Performance videos,
therefore not giving us very clear results. This did however; tell us that younger audiences do not
enjoy watching conceptual style music videos as much.
Another question which I asked was, ‘Do you think a music video is vital to the success of an album
or single?’, this was an important question as it establishes how seriously the target audience view
music videos in relation to an artist. As shown below, the results revealed that 70% of the participant
answered yes and just one answering no. These results reveal that young adults recognise the
importance of music videos.
The next question included in the survey was ‘Do you prefer music videos to be unique and
controversial instead of them following conventions?’, I asked this to get an idea of the type of
content young adults like to see in music videos. It is becoming increasingly popular for music video’s
to break stereotypical conventions, as proven by Miley Cyrus’ video for her single Wrecking Ball. 8
out of 10 participants said they do prefer videos to be unique and controversial. This will help greatly
in the planning stages of production, as it gives a clearer indication to the type of content that
should be included.
Also to get an idea of what type of content should be included in the video I asked participants to
rate 5 different features in order of what they enjoy seeing most in music videos, the 5 features
were a clear storyline, dramatic events, a narrative which relates to the songs lyrics, dance routines
and live performances. The results, which can be seen below, reveal that 40% of the participants
choose live performances as the most important feature of music videos and 60% choosing dance
routines as the least important feature. The results also show that generally a clear storyline and live
performances were ranked the highest out of the 5 options; this will also help when planning the
content of my music video.
The final question I included on the survey was ‘Which type of theme do you enjoy seeing in music
videos?’, the options were love/relationships, summer fun with friends, raves/parties and
death/heartbreak. This again was to help decide what type of content should be included in the
music video, in order to meet the needs of the target audience. The results show that 60% of the
participants choose love/relationships and rave/parties as themes, therefore these a themes that we
should strongly consider during the planning stages of production.
To conclude, conducting this questionnaire as part of my market research was extremely helpful,
especially in terms of planning the actual content for our music video. The results allowed me to
define my target audience and receive helpful feedback which can be used throughout the
production of my final product. More specifically, it revealed that love and relationships are highly
popular themes within music videos and people prefer content which breaks conventions and is