The document provides guidance for conducting a focus group to determine the appeal of a proposed music video concept to the target audience. It recommends: 1. Clearly defining the goal of the focus group as determining whether a narrative-based music video would appeal as much as a performance video. 2. Starting with a fun introductory activity, such as having each participant quickly state the most important feature in a music video. 3. Asking questions to understand audience preferences regarding narrative elements like character types, endings, and first impressions of the proposed narrative structure.

1. >>>> FOCUS GROUP and TARGET AUDIENCE
To create a successful focus group
follow the following format...
Firstly, what are you trying to determine? Write this below:
The main thing I want to determine from the focus group is whether the idea to create a narrative
based music video would appeal to the target audience as much as having a band performance. I
wanted to get a better idea of what exactly draws them to their choice of music videos and what would
make the target audience want to watch a music video to see whether my idea for my music video
would appeal to the audience and fit their needs for a good music video.
Ok, now you need an introduction task that is FUN and PUNCHY. This must
QUICKLY get you some IMPORTANT information and keep the audience
awake! (e.g. What do you need to determine? Is there a quick way to go
through the first three points?) Write your idea’s below.
Because I want to mainly get a better understanding of what exactly the
audience want from a music video and to see whether my idea will fit the
results, I will get each member of the focus group to say what is the most
important feature to a music video for them and each say it in turn. The results
to this will help me determine whether I am featuring enough conventions to
keep the audience interested. Also, using this activity before I began to discuss
my idea, I will get more reliable results from having their opinions on any
music video.
Remember one member of your team must make notes, use the back of this
handout to help. After you have gained the basic information now comes the
tough part - what sort of story would most appeal to them on Radio? What
types of story are there? Would they like a cliffhanger? Where would the titles
best be? Where would it be set? What props will you have? What do the
audience EXPECT from your drama? What else do you need to know? Write
idea’s of HOW you will gain this information from an audience that may be
difficult to control or please! Think about what your teachers might do!
Do you prefer to see fully narrative or require some aspect of performance?
What type of character would you prefer to see? (Regular, relatable character or someone who has
done wrong?)
What type of ending would you rather see? Cliff Hanger?
What are your first impressions of the narrative? Does it give you enough structure? Would you be
interested in it?

2. >>>> FOCUS GROUP and TARGET AUDIENCE
Every member of your team will need this information for their scrapbook.
THE FOCUS GROUP - NOTES