The document analyzes responses to a questionnaire about audience research for a music video project. It discusses the results of 8 questions on gender, age, music viewing habits, music genres, how music is acquired, social media use, what makes a good music video, and what makes a good album packaging (digipak). Key findings include that most respondents were female, between ages 16-18, listen to music weekly on Spotify and iTunes, use Facebook, Instagram and Twitter, and feel narrative and live band footage are important elements of a good music video. The group aims to incorporate these elements into their indie genre music video and make their digipak design original, colorful, and prominently feature the band name.

1. Audience Research
Questionnaire Analysis
(two questions each, in group)

2. Q1 – What is your gender? For the result of this question it gives
us as a group an idea of the gender of
our audience which we should aim
the video towards. It shows that most
of the people who answered our
questionnaire were female, as the
results came up at around 62%. This
may have been due to the fact we
have distributed these questionnaires
on to social networking sites, and
therefore more females tend to use
and check these websites a lot more
often than males. So this may have
gave an unfair advantage due to the
fact that many males may not have
seen us post these questions. I think
if we were to be fair about this
questionnaire it would have been
better in making sure that the ratio of
male to female was at 50/50, as it
would have given a better idea of the
comparisons between the two.

3. Q2 – What is your age?
Looking at the results of our age question
there is a majority of people who are between
the ages of 16-18. One of the main reasons for
this is because of the ages of our group
together are around the ages 17 and 18, so
more of our friends on social networking will
be around our ages, so if we were to have a
larger difference of ages within the group we
would have been able to collect wider data
which included people to answer our
questionnaire which were older/younger. The
few older people who have answered our
questionnaires were more likely to be
relatives, as not many people of the older
generation use social networking sites that
often.

4. Q3 – How often do you watch music videos?
For our questionnaire we had 42
responses, this was because we
distributed via social networks such as
Facebook and Twitter. Our results for this
question ranged from everyday to never
(hardly ever). Most of the responses we
received were that people listened to
music weekly the most. The same amount
of people listened to music monthly as did
those who listened never (hardly ever). A
lot of the people who have answered our
Survey Monkey questionnaire say that
they watch music videos at least weekly.
This shows that they probably have quite a
lot of knowledge on how a music video
must look. But then because there are also
few people who watch them everyday, it
also means that people are a lot more
likely to watch the video we make for this
song.

5. Q4 – What genre of music do you listen to?
The most popular genre of music was a tie between
Pop and Indie. This result was ideal for our group as
from the beginning we wanted to do the Indie genre.
We had a lot of other responses that specified the
type of genre that people listened to. Most were
indie or pop with some being very different for
example we had some responses that listened to
Blues and Punk.

6. Q5 – How do you acquire music?
This question was designed to tell us how and
where people listen to music. From this we found
that the 2 most popular were spotify, iTunes
respectively. We have asked this so that we know
where will be best to not only distribute out video
and advertising but what links we can actually put
on the video and the digipack. These links will also
allow us find the best place to find ideas and links
that we can use on our digipack.
We also had an other selection that generated a
few more ideas we can use e.g soundcloud but it
also told us that a lot of people used illegal
downloads witch is something that we can not
help will promoting as it is illigal and makes the
record company no money.

7. Q6 – What social media sites do you use?
This was the sixth question on the
questionnaire, and we have asked this so we
can find out what social media sites are being
used the most. From this we found that the
top 3 were Facebook, Instagram and Twitter
respectively.
We have asked this so that we know where
will be best to not only distribute out video
and advertising but what links we can actually
put on the video and the digipack. These links
will also allow us find the best place to find
ideas and links that we can use on our
digipack. We will be able to link the band back
to social media sites using tags and hashtags
for the viewers to feel more into the band and
what they are doing.
Also new and different ways of promoting the
band and the new album/digipack.

8. Q7 – What do you feel makes a good
music video?
The responses to this question suggest that
the use of narrative is a key feature in
making a successful music video as it took
44.19% of the results. The second most
chosen section was the use of live band
footage; these two things would have to
feature in our group’s music video in order
for it to appeal to this audience. We would
have to put the most focus on the narrative
element of the video as it has the highest
percentage of the votes, so our video would
have to contain contrast between the
narrative story line and close ups of the band
playing their instruments. The answers for
the other (please specify) section were as
follows: That the video tells a story, that the
video has imaginative visuals that have a
specific relation to the song’s lyrics.
Originality was another point that came up,
they response stated that they like a music
video to be unique and imaginative, this
would attract people to watch the video as it
would be something new that hadn’t been
done before.

9. Q8 – What makes a good digibak?
(Promotional Cd Packaging)
For this response the participants in the
questionnaire had a blank field to comment
on whatever they felt makes a good digipak.
The results are as follows: Good images, Bonus
tracks?, original artwork, something that
stands out, creative design of the cd cover and
lyrics of the songs in the cd case, intriguing,
bold…uses imagery as a metaphor…really
engages you the moment you pick up the cd,
colourful…eye catching, standout/iconic
design…usually good to have the name or
branding of the band fairly recognisable and
easy to pick up out of a number of different
packages. These are some of the responses
that we received, from all the responses we
received I feel like to appeal to our target
audience we should be original in our design
and have the name of the band in a creative
but prominent place on the album, our cover
should also be colour full and engaging as well
as easy to pick out from on the shelf of
retailers.