The document describes the use of focus groups and surveys to research the target audience for a music video.
Some key findings from the focus groups include changing the narrative to portray the star as happy but subtly lonely, and removing any studio shots based on the audience's preference for location shots.
Surveys of 20 people aged 16-18 found most listen to music on Spotify rather than watching videos on YouTube. They also revealed few people buy CDs today.
Showing a rough cut to another focus group, the audience understood the narrative and thought lip sync was good but cuts needed better blending, which was later improved.
2. Focus Group
At the beginning of the process of creating my music video when I had written my
initial ideas down of what best matched the lyrics and I had started producing a
beat script, I gathered a group of people of the correct target audience group.
With this group I played my chosen song ‘lost and found’ and asked them what
they thought a matching narrative to these lyrics would be and made any
necessary changes to my ideas and beat script, in order to write my full script.
3. Focus Group Continued
The questions I asked the focus group were as follows: -
1. What images were iconic to you when you heard the lyrics?
2. Do you prefer narrative, performance or concept music videos?
3. Do toy prefer location or studio shots?
4. Do you think the song and our ideas target both male and female audiences?
5. Do you enjoy intertextuality?
6. Do you believe Chloe and Myles (out star images) make good star images for the
video?
7. Does our star image represent a modern representations of women?
4. Effects of Focus Group
After my first stage of target audience research it influenced my ideas and how I
would write my script.
I initially planned to portray my star image as a lonely individual however after
suggestions made in my focus group this changed to her being a happy individual
however still subtly showing she is lonely, which was clear in how Frankie was
looking at guys and through social media.
After asking the TA group if they preferred studio or location shots it became
apparent we should not include any studio shots which we achieved as all our
shots were in a location such as the countryside or a town.
5. Target Audience Consumption
The second part of TA research I did was to establish how my target audience generally
listened/watch music videos.
The questions I asked to receive relevant data was as follows: -
We asked 20 people between the ages 16-18 some TA questions;
1. How do you watch music videos?
- You Tube
- Music Channels
- Social Media
- Other
2. Do you listen to a lot of music?
- Yes
- No
3. Do you ever download music? If so where from?
4. Do you ever buy CD's?
6. Effects of Target Audience Consumption
Research
This research I conducted revealed that most people tend to not watch that many
music videos but if they do they would watch it on YouTube, however most went
against the options given and said they tend to listen to music on Spotify.
It also revealed that very little amount of people buy CD’s anymore as there are
apps such as Spotify and apple music which are much more convenient.
7. Focus Group – Video so Far
I did a further TA group research at the point of the rough cut of my music video,
this enabled me to get the opinions of my target audience and what changes they
believe should be made.
This revealed that my target audience understood the narrative of my music video
and thought the sync of lips to lyrics were good.
They said that the cuts needed work to be blended together better which was later
achieved.
