The document outlines plans for a focus group to help understand audience preferences for indie folk music videos. It aims to show participants various music videos that differ in whether they are performance-based or narrative-based, and discuss the qualities of each. The discussion will explore how the audience relates to the genre and videos, and probe their interpretations of more abstract videos. This will help understand the comprehension and appreciation of indie folk videos by the target demographic.

1. HollyLeach
Audience Research Focus Group Ideas
Aims:
 In myfocus groupI hope to show variousanddifferingmusicvideosfromthe Indie Folk
genre anddiscussthe qualitiesof eachof these,andhow theyappeal tomy audience.These
mustdifferintermsof whether theyare narrative-basedorperformance-basedsothatI am
able to come to an informedopinionaboutwhichisfavouredmore. Ultimately,atthe endof
the focusgroup sessionIshouldbe well-informedonthe expectationsof myaudience so
that I can apply these tomy owncreation.
 The discussionof myfocusgroup shouldprimarilybe targetedtodiscoverthe preferencesof
my demographicbyencouragingthoughtful conversationsamongthe participants,and
deeply probingtheirresponses.Ihope toexplore how myaudience relate tothe Indie Folk
genre andtheirmusicvideosandinadditionbydisplayingvariousmusicvideosIwill dive
intotheirinterpretationof more abstractvideos.This will aidme inunderstandingthe
comprehensionandappreciationof anIndie Folkdemographicof the differentmessages
that may be presentintheirvideos. Byextension,Iwill discoverthe extenttowhichIndie
Folkmusicvideoscanbe describedaspolysemic.
Possible Questions:
 Describe the qualitiesof anengagingmusic video,inyouropinion?
 Do youfindthat there isa fixedstructure/expectationof anIndie Folkmusicvideo?
 How wouldyouidentifyyourself,includingyourhobbiesandpersonalityetc.?
 Aftershowingmyparticipantsthe musicvideos:
- What are the qualitiesanddrawbacksof eachmusicvideo?
- In relationtothe Indie Folkgenre,shouldtheirmusicvideosbe primarilyperformance-
based,narrative-basedoramixture?(Why?Whatdo these featuresaddtothe video?)
- How wouldyouinterpretthe messagesof the musicvideos?
- Are the visualsor lyricsmore effective inconveyingthese messages?
- What wouldyoulike tosee more of in musicvideos?