The document summarizes the results of audience research from a focus group for a music video project. It includes charts and descriptions of the focus group's responses in the following areas: gender, age, preferred music genres, recent songs listened to, how they get their music, preferences for fast or slow pacing in music, favorite music video conventions, what makes a good music video, influence of CD covers/posters on music purchases, and favorite current bands/artists. The research found preferences for alternative, rock and indie genres that align with the creator's initial song choice.

1. Audience Research Results

2. Gender of the Focus Group
6
To ensure a fair
result, I have asked
both male and female 5
individuals. By
ignoring one gender 4
would potentially
cancel out half of my 3
audience which is not
my intention, so a 2
holistic overview is
best. 1
0
Female Male

3. Age of the Focus Group
I‟ve decided to centre 16 years
my focus group around 11%
the 16-18 age group
as research from 18+
YouTube concluded 22%
that this age bracket
were a more likely
audience for my
chosen song. Their
opinions and views will 18 years 17 years
be crucial to the 22% 45%
decisions I make as
they have to fit in with
the audience
pleasures.

4. What genre of music do you
generally listen to?
Rock Alternative Indie Jazz R&B
The genre of music the
focus group prefers is
important because they 8%
have to like the song as 8% 25%
well as the music video to
please the audience. The
main preferred genre is
alternative, joint second 25%
with rock and indie. This
is good news as my initial
song choice fits within the 34%
alternative/indie genre.

5. What was the last song you
listened to?
 I felt like this was an important question to ask, as
although I‟ve already asked a favourite genre, this will
give me insight to the music that each individual has on
their playlists/ipods. By having this extra information I
hope to see if there are any common trends between
each answer.
 Answers consisted of: Black Eyed Peas, Eliphino, Cage
The Elephant, Judie Zuke, Professor Green, Iggy
Azelia, Pink and Alt-J
 Here we can see that there is a strong theme of indie
music, which gives evidence that my song would be
welcome on their ipods.

6. Do you watch music videos, if
yes, why?
Why?
• “Because they are funny”
• “Visual of the band” 7
• “Only if it‟s good”
6
• “I like to see if they act out
a scene or just mess 5
around” 4
• “See the story of the song
play out” 3
• “visual message” 2
1
0
Yes No
By asking this question, it would give me an insight to
whether my audience knew about music video conventions
and therefore identify them.

7. How do you get your music?
Download
CD
iTunes
Spotify
YouTube
My focus group were allowed to answer more than once for
this question, and almost everyone uses downloading of some
form. This has influenced my decision to now make a poster
rather than a Digi Pak as only 1 individual actively bought CDs.

8. Fast of Slow paced?
Personally I had not 6
expected such an even
opinion when coming to
5
the pace of the music, by
many individuals liking
4
both fast and slow paces
equally. This however
works well in my favour as 3
my song has a mixture of Column1
both slow and fast paces 2
so hopefully this should
appeal to the majority of 1
my focus group and target
audience. 0
Fast Slow Mix
Pace Pace

9. Favourite Music Video
Conventions
I felt it important
to ask which type
of music video to Narrative
see if there were
any trends within
my focus group. Concept
However everyone
liked different
things and no one
style (out of those Performanc
voted for) stood e and
out among the Narrative
rest. I shall bare A mixture
this in mind when of all Three
planning my music
video.

10. What do you think makes a good
music video?
 “New, refreshing ideas”
 “Quality concept and  Hopefully I can really
cinematography” encompass the pleasures my
audience wants. I shall plan to
 “Good concept/message or do this by having a narrative
some reflection of the lyrics to of a couple on a date, which is
the visual” relatable to the general public
 “Blend of the right track to the as well as the target audience.
right visual performance” I shall use “pretty” effects
such as camera light leaks
 “Clarity and a simple and colour enhancements and
storyline” for a “quality concept and
refreshing ideas” I shall
 “Prettiness” include wild animals from the
 “A good story line to it” zoo, as this is unusually seen
in music videos of this style
 “One that actually has a and genre.
story”
 “Something you can relate to”

11. Would the CD cover/poster of a
song influence your decision to
buy it? I decided to include this
question to help
influence my decision on
5 my ancillary task, and
4.5 whether to do both a
poster and Digi pak or a
4
website. Since a few of
3.5 the focus group were
3 indifferent to the
2.5 poster/cover I‟ve
2 decided to make a
1.5 website, to see if that
1 would hook in the focus
0.5 group more. This also
has the potential to be
0
more interactive with the
Yes No target audience; fufilling
more pleasures.

12. What is your favourite band/artist
currently?
 This question was to validate the earlier „genre‟ question
as it‟s crucial to get the song choice right for my target
audience.
 Answers included: Death Grips, The National, Alt-
J, Mumford and Sons, Nicki Minaj and King Charles