The survey analyzed the target audience for a new media product. It found that 75% of respondents were 16-20 years old, suggesting a student audience. Respondents were equally male and female. Most preferred indie and rock music and disliked pop and dance. When watching music videos, most aimed to be entertained and see their favorite artists. For alternative rock videos specifically, abstract concepts, shots of the artist, and disordered storylines were most important. Respondents preferred nature, woodland and industrial locations and liked videos that challenge stereotypes.

1. Audience Survey Analysis
Question 1: How old are you?
The first question we asked our audience members was their
age. This was so we could establish the typical age of the
target audience that we are aiming our product at. Around 75%
of our audience is in the 16-20years categories, which
suggests typical student age. We also had some people in the
21-25 and 26-30 age gap. Therefore all of our audience members
are under middle aged so we are dealing with a fairly young
audience, which is quite typical for the genre of music that
we are basing our final media product on.
Question 2: Gender?
Our second question was to establish if the majority of our
target audience where male/female. As you can see by the
answers to our survey we have exactly 50% male and 50% female
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Male
Female
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2. in our results. This means that we are going to be gender
neutral when aiming our product at the target audience. For
example, Laura Mulvey’s theory of “male gaze” won’t be
relevant to our project. If we were doing a genre such as Pop
or R&B then the gender results may be more relevant.
Question 3: Genres of music – like/dislike
We then asked the audience what genres of music they were
into. We found that the majority preferred indie and rock
music, and the majority dislikes pop and dance music. This
suits are project very well as we have chosen to do rock music
and therefore our target audience are people that are into
rock and alternative music. It is also quite stereotypical for
people who are into rock and indie music to generically
dislike pop and dance music. We found that the results of our
survey backed up this theory.
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Pop
Dance
Rock
R&B
Indie
Heavy Matal
Dislike
Like

3. Question 4: What are your reasons for watching music videos?
In order to decide of the context of our music video we then
asked the audience what their reasons are for watching music
videos. We had mixed reviews on this question but we found
that the majority enjoys watching music videos for
entertainment, and to see their favorite band/artist on the
screen. Because of this we have decided to incorporate shots
of band members into our final project. This also backs up the
idea that record companies demand a lot of close ups of the
main band/artist in order to sell more copies.
Question 5: What is the most important aspect of an
alternative rock video?
To understand what the target audience looks for in a final
music video we asked the audience what they thought were the
most important aspects of a music video. The results were
pretty similar for this question with everyone having
different tastes. We found that many people preferred abstract
concepts, shots of the artist and a disordered storyline. This
Entertainment
Education
Identify narrative
Observe artist/band
Abstract concepts
Minimalistic sensibilities
Shots of artist
Simple narrative
Disordered storyline

4. fits in with the typical generic conventions of this genre,
that most alternative rock music videos include abstract shots
as well as storylines and narratives that don’t make sense.
Question 6: What type of locations would you like to see an
alternative rock music video set at?
Whilst planning our video we also need to decide on set
locations that we are going to set our storyline and
narrative. To do this we asked the audience what type of
locations they like to see in music videos. We found that many
prefer nature locations – which suits our idea perfectly as we
want to combine nature and human life. Also the woodland and
industrial environments were popular choices so we are going
to include shots in these locations in our final video as
well.
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Industrial
County
Woodland
Nature
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5. Question 7: Do you like videos that challenge race, sexuality,
gender or stereotypes?
To understand if our audience enjoy challenges in a music
video and if they enjoy controversy we asked the audience if
they liked or disliked challenging race, sexuality, gender or
stereotypes. We found that 80% of the people we asked liked to
see these conventions and factors being challenged in music
videos to make them interesting. This result is good for our
project as me and my group has already discussed challenging
the generic conventions of this genre as well as creating a
final video that is different and that does challenge
sexuality.
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Yes No
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