This document analyzes survey data from 20 participants about their music listening habits and preferences for music videos. Key findings include: - 85% of participants were aged 15-20 as the survey was conducted in a college setting. 55% were female, 40% male, and 5% other. - Participants listen to music daily but only watch music videos weekly. Indie, rock, and pop were the most popular genres. - Narrative videos were the most popular style. Location, props, and costumes were seen as important production elements. - Gender and ethnicity representation were seen as important, while age representation was less so. Elements of grunge aesthetic, sexuality, and moderate drug/alcohol

1. ANALYSIS OF SURVEY DATABy Emma Weeks

2. AGE AND
GENDER
Age and Gender Analysis is essential in
order to gather information based on a
target audience.

3. PARTICIPANT AGE
➤ It is visible that 85% (17) of the
participants in the survey were
aged 15-20 and that 15% (3) of
the participants were aged 31+.
➤ This set of results was achieved
as a result of the fact that the
survey was conducted in a
college environment.
➤ Whilst our music video is
targeted at a predominantly
15-20 age range this is not
intended to be exclusive due to
the broad themes which will be
presented.

4. PARTICIPANT GENDER
➤ From this data it is visible that
over half of the participants
were female (55%, 11) with
40% (8) of the participants
being male and 5% (1) of the
participants being of another
gender.
➤ This data is useful as it shows
that the survey targeted a
number of genders which is
what our music video should
appeal to.

5. MUSIC
HABITS
It is important to establish how our target
audience listens to music and why they
watch music videos.

6. OPINION ON MUSIC AND MUSIC VIDEOS
➤ This data displays the fact that
more whilst more people
listen to music than watch
music videos there is only a
small percentage who do this.
➤ Generally people who listen to
music watch music videos.

7. FREQUENCY LISTENING TO MUSIC VIDEOS
AND WATCHING MUSIC VIDEOS
➤ In contrast to the previous
date this shows that people
are far more likely to listen to
music daily (18 do) opposed
to watching a music video
daily (2 do).
➤ People are more likely to
watch a music video on a
weekly basis with 11 doing
this than to listen to music
this way with only 2 doing
this.

8. GENRE AND
STYLE
PREFERENCEThe target audiences preferred genre of music and
style of video must be taken into account to insure
that the music video appeals to its target audience.

9. MUSIC GENRE
➤ From this evidence it can be
clearly seen that the majority
of the candidates are
interested in “Indie” music
with the second most popular
genre being “Rock” and the
third most popular being
“Pop”.
➤ The least popular genre was
“Jazz”.
➤ Four participants enjoyed a
genre of music which was not
listed.

10. MUSIC VIDEO STYLE
➤ Due to the fact that some participants
picked multiple styles of video it is
impossible to truly gage which style is the
true favourite of the participants.
➤ It is shown however that 10 of the
participants enjoyed narrative music
videos making it the most “popular”
choice whilst only 3 chose performance
making it the least “popular”.
➤ Symbolic (6) and thematic (5) had similar
data points.
➤ It is unlikely that we will incorporate
performance into our music video due to
its low score however there will likely be
thematic, symbolic and narrative aspects
to the music video due to the fact that
they appear to be preferred by the target
audience.

11. IMPORTANCE
OF
PRODUCTION
ASPECTSThis is important as it shows which practical areas
the target audience is most interested in and enables
the team to focus on the correct areas of production.

12. LOCATION IMPORTANCE
➤ This data shows that the
majority of the participants
(7) view location as having an
importance of 8.
➤ This means that location will
be focused on when we are
planning our music video.

13. LIGHTING IMPORTANCE
➤ This chart indicates that every
candidate rated the lighting of a
music video at a level of
importance over 4.
➤ Only 3 of the participants rated
lighting as having an importance
of 10.
➤ 25% of the participants rated
lighting as being of an importance
of 8/10.
➤ From these results it is apparent
that whilst lighting is viewed as
relatively important is it not
something that people feel is
generally vital for a music video.

14. SHOT TYPE IMPORTANCE
➤ This chart demonstrates that 7
participants viewed shot type
as an importance level of 5.
➤ Only 1 participant viewed shot
type as having an importance
of 10.
➤ Two participants believed that
it had an importance of 4.
➤ This data shows that shot type
was generally not viewed as an
overly important element of a
music video.

15. PROPS IMPORTANCE
➤ The data show that only 5%
(1) of the participants viewed
props as a rating of
importance below 5.
➤ In fact 30% (6) gave props a
rating of importance of 9 for
this reason props will
definitely be taken into
consideration in the planning
of our music video.

16. COSTUME IMPORTANCE
➤ Only two participants gave
costume a rating below 5.
➤ As the majority of those
surveyed viewed costume as
having a level of importance of
5 or over it will definitely be
considered when planning the
music video.

17. IMPORTANCE OF
REPRESENTATION
This is important as it highlights the areas
of representation which our target
audience feel are most important

18. IMPORTANCE OF GENDER
➤ The data collected shows that
only 5% (1) of the participants
viewed gender as having an
importance rating of 1.
➤ 25% of the participants
viewed that gender
representation had an
importance rating of 10.
➤ For this reason gender
representation will be
included in our music video.

19. IMPORTANCE OF CLASS
➤ Due to the fact that the
majority viewed class
representation as having an
importance level of 5 is not
likely to be represented in
depth in our music video.

20. IMPORTANCE OF ETHNICITY
➤ This data shows that only 5 of
the participants stated that
Representation of Ethnicity
was of an importance of 5 or
lower.
➤ This means that the majority
of participants viewed
representation of ethnicity as
more importance that a rating
of 5.
➤ For these reasons we will
attempt to include a ethnically
diverse selection of characters.

21. SEXUALITY REPRESENTATION
➤ From the data collected it can
be see be seen that 25% of the
participants viewed sexuality
as being of an importance
rating of 5 or lower.
➤ Due to this we will attempt to
include representation of
sexuality in our music video.

22. AGE REPRESENTATION
➤ The majority of those tested
viewed age representation as
being of an importance rating
of below 5.
➤ For this reason we will not pay
specific attention to age in our
video but will instead create
age appropriate characters for
the piece which we are
creating.

23. MUSIC VIDEO
ELEMENTS
DECISION
It is important to decide early on which
elements to include in a music video in order
to create an effective plan and story board.

24. MUSIC VIDEO ELEMENTS RESEARCH
➤ The data shows that 14 of those
surveyed would like to see an
element of grunge aesthetic
applied to the music video so this
element will be carried forward.
➤ Only 4 participants wished to
include drugs and/or alcohol for
this reason if these elements are
featured it will likely be in
moderation.
➤ 13 participants viewed references
to sexual nature as essential so
this will be explored in the
planning process.

25. AUDIENCE
BOUNDARIESIt is important to establish audience boundaries early
on as if a key idea or concept will displease your target
audience you will have to review the entire music video.

26. RESEARCH INTO BOUNDARIES
➤ Due to our desire to focus on the
somewhat more controversial
parts of youth in our music video
we questioned our target audience
about whether or not they would
be bothered by cigarettes, alcohol
and reckless behaviour such as
minor drug use.
➤ The evidence shows that 85%
(17) of those surveyed would not
be affected however 15% (3)
would.
➤ These statistics will be factored
into the concept and planning of
the music video.