2. Why is a questionnaire necessary?
This research is needed so I can find out exactly who I am aiming my product (music
video) at, if I don’t know who my target audience is as well as their likes/dislikes, I will
not know what features or styles to incorporate into the music video. I can also refine
the marketing of the product to specific locations or websites online where the target
audience will be, as I would have a rough idea of what kinds of individuals will be
watching the video.
The questionnaire will also give me an outline of how the audience is interested in
media products such as music videos. I can also know what types of props, costumes,
locations and choreography styles to incorporate.
3. Where did the research take place?
I asked 10 participants within 2 miles of my 6th Form academy, this was the easiest
method of gaining answers as there are more than 500 students who could be within
my target audience group.
I visited classrooms, local parks as well as a few high street shops such as Tesco. As the
target audience is based in London, asking participants just in South London may be
bias and lead to validity issues, however the base ideology of my target audience
would remain the same across different regions.
4. Survey: Music Videos
Question 1: How old are you?
16 Years Old 17 Years Old 18 Years Old
Question 2: Are you Male or Female?
Male Female
Question 3: What is your Favourite Colour?
Red Green Blue Pink Yellow
Question 4: Who is your favourite music artist?
Calvin Harris Avicii Chris Brown Katy Perry Other_________
Question 5: What feature of a music video do you like best?
Introduction Outro Cinematography
Editing/Effect
s
Props/Location
Question 6: How often do you watch music videos (Per week)?
0 Times 1-3 Times 4-6 Times 7-9 Times More than 10 Times
Question 7: What is your Favourite Genre of Music?
Jazz Pop Hip/Hop R ‘n’ B Classical
Circle Choice
Example
Actors/Performers Other_
Rap Punk/Rock Dance/Electronic
5. Question 1: How old are you?
16 Years old 24%
17 Years old 26%
18 Years old 50%
This is a straightforward demographic question
which will help me understand what age group I
am aiming my music video at.
16 Years
17 Years
18 Years
These findings show that 50% of my target audience is 18 which means I can narrow down
what age group I am aiming my music video at. I can also see that the rest of the target
audience is aged 16 or 17. This range allows me to research further on what 16-18 year old like
and dislike and tailor my music video to their tastes which will lead to a successful music video.
6. Question 2: Are you Male or Female?
Male 60%
Female 40%
60%
50%
40%
30%
20%
10%
0%
Male Female
This is another demographic
question which is vital to gain
an insight on what genders are
more inclined to watch music
videos.
Male
Female
These findings show that 60% of the audience are males, which means that the product can
still be gender neutral but slightly more masculine. The population of the audience that are
females is 40% which is still a high percentage.
7. What is your Favourite Colour?
Red 30%
Blue 30%
Green 20%
Pink 10%
Yellow 10%
This is a unconventional
psychographic question as
the favourite Colour of a
person can explain a lot
about their personality, this
is important as I will then
get a clearer picture into the
mindset of my target
audience.
Red
Blue
Green
Pink
Yellow
These findings show that red is the most frequent favourite Colour of the participants, along
with blue. This could mean that the target audience likes bold and bright colours that could be
incorporated into my music video, during the editing process.
8. Who is your favourite music artist?
Calvin Harris 20%
Avicii 10%
Chris Brown 0%
Beyoncè 10%
Jay-Z 10%
Katy Perry 20%
Example 20%
Eminem 10%
This is another psychographic
question…
Calvin Harris
Avicii
Chris Brown
Beyoncè
Jay-Z
Katy Perry
Example
Eminem
These findings show that Calvin Harris is the most popular music artist, his genre is
dance/pop. This indicates that 20% of the target audience prefers Calvin Harris to other music
artists. To ensure that my music video appeals to the target audience, incorporating Calvin
Harris’ style would entice them to watch it. However Katy Perry and Example are also
preferred by 20% of the target audience, so taking a few features from each artists may
confuse the audience as all of their styles are different. The most efficient way to resolve this
issue it to create another, more in depth questionnaire regarding the three artists and allow
the audience to choose one.
9. What feature of a music video do you
like best?
Introduction (Opening
scene) 10%
Outro (End scene) 10%
Editing/Effects 30%
Cinematography 20%
Muscians/Performers 10%
Choreography 10%
Props/Location 10%
This is an unconventional psychographic
question however it will allow me to
understand what features I can expand and
stress on to ensure the target audience in
engaged when watching the music video.
Introduction (Opening
scene)
Outro (End scene)
Editing/Effects
Cinematography
Muscians/Performers
Choreography
Props/Location
These findings show that 30% of the participants like the editing and special effects more than
any other music video feature. This means that when editing my music video, editing and
effects must be carried out appropriately. In addition to this, the cinematography is also
another favourite feature, this is a difficult feature to work on as the camera angles and shot
lengths may be difficult to seamlessly intergrade into the music video, although, if it is
produced proficiently the target audience will be gratified by watching the music video.
10. How often do you watch
music videos (Per week)?
0 Times 20%
1-3 Times 60%
4-6 Times 10%
7-9 Times 10%
More than 10
Times 0%
This is another example of a psychographic question as this allows
me to get into the mindset of the target audience and decide
weather they watch music videos casually or have a keen interest
in the medium.
0% 10% 20% 30% 40% 50% 60% 70%
More than 10 Times
7-9 Times
4-6 Times
1-3 Times
0 Times
Series1
These findings show that majority (60%) of the participants watch music videos 1-3 times a
week. This is a relatively low amount compared to the amount of music videos available online
as well as on mobile phones. Mobile applications such as iTunes, Spotify, Shazam and YouTube
make it effortless for anyone with a mobile phone to see a music video. The lack of attention
to music videos from the target audience doesn’t mean they do not listen to music, since the
increase of ‘Piracy’, most people download their music without seeing or downloading the
artists music video. This means that to ensure my target audience views and appreciates the
music video, it would need a unique selling point (USP) such as a chance for a fan to be in the
music video if they share and download the trailer etc.
11. What is your Favourite Genre
of Music?
Pop 40%
R 'n' B 20%
Jazz 0%
40%
Dance/Electronic 20%
35%
30%
Rap 10%
25%
20%
15%
Classical 0%
10%
5%
Punk/Rock 0% 0%
This is another psychographic question which
will allow me to gain an insight on the kind of
genres that are most popular among the
targeted audience. This will help me to also
make a decision as to what kind of genre I
would make a music video on.
These findings show that Pop music is the most popular music genre (40%) among the 10 participants.
However 20% of them also like the genre of R ‘n’ B. This shows that, to make a successful music video,
according to these results, I should incorporate either a Pop or R ‘n’ B theme. The Dance/Electronic genre is
also as popular as R ‘n’ B, however to resolve the genre problem, I can create a further survey regarding
genre and ask completely new participants which genre they would prefer in a music video.
12. Validity issues with this research…
As my sample size consisted of only 10 participants, it is difficult to extract solid
findings and base my entire music video on these answers. This is because the small
sample size doesn't’t reflect the opinions of the larger population. I also didn't’t vary
the location I asked, which could lead to researcher bias and can confound the results.
However these findings give me a valuable outline to the kind of individuals I am
creating the product for, these results will be used as a guide line among other pieces
of research.
