- The document discusses market research conducted through an online survey about music video preferences. 11 people participated in the survey. - The majority of respondents were aged 16-25 and female. Most watch music videos on a daily basis through TV channels, video streaming sites, or mobile phones/tablets. - When asked about favorite music video genres, indie/alternative and pop were most popular. Narrative style videos were also preferred. Most viewed black and white videos positively as artistic or original. - In summarizing the results, the author concluded that people generally enjoy music videos that tell a story connected to the song lyrics, and black and white videos are considered artistic and original. This information will be used to plan an

1. By GeorgiaMcLaughlin
Market research analysis
I have constructed a survey on Survey Monkey about music videos and what people like to
see in them in order to gain an insight as to what will be popular in our music video. The
survey was sent to 11 people to gather a wide range of opinions helping us achieve a final
result that could be enjoyable to all. After receiving all of my responses I analysed them and
constructed graphs as part of my market research.
Below I have attached a link to the actual survey that was sent out -
https://www.surveymonkey.com/s/R9CK5MY
Q1) Out of the 11 people I asked the majority of participants were aged 16 -25 which is the
target age for the 1975 fans and is the target audience that we are aiming our music video
at.
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10
under 15 16 - 25 26 - 35 36 - 45 over 45
Q1) how old are you?
number of people
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Male Female
Q2) whats your gender?
number of people

2. By GeorgiaMcLaughlin
Q2) As seen on the survey the majority of people I asked were female with only 2 of the 11
being male. This works out as 81.82% female and 18.18% male. Although it would have
been a fairer overall result if it were 50/50 however the 1975 has an equal mix of male and
female fans.
Q3) For question3I foundthat all of the participantsdowatchvideosdespitesome beingmore than
others. The majority(7 of 11) beingall of the time withonly2 of the 11 participantssaying‘not
really’.This meansthatif we made a musicvideoithas an extremelyhighpossibilityof being
watched.
Q4) WhenI asked‘Howdo youwatch musicvideos’Iaskedthisas a multiple choice questionsothat
I couldget a deeperperspectiveonhowpeople watchmusicvideos.9outof 11 people saidTV
musicchannelswere howtheywatchmusicvideoswith7of 11 also sayingVideostreamingsites
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7
Yes, All the time Sometimes Not really Never
Q3) Do you watch music videos?
number of people
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TV music
channels
Video
streaming
sited
Artists
website
other
Q4) how do you watch music videos?
Number of people (multiple
choice)

3. By GeorgiaMcLaughlin
such as youtube and Vevo.One participantselectedother andspecifiedthat theywatchmusic
videosonsocial mediasites(i.e.Facebook).
Q5) Question5 asked‘Whatgenre of musicvideodoyouconsiderto be yourfavourite’.Thiswas
againaskedas a multiplechoice questiontogainadeeperanalysis.Thisquestionhadhe widest
range of responsesinthe largestnumbers(18intotal) makingitclearthat most people have more
than one favourite genre of music.Inthisscenariothe twomostpopularresponseswere
indie/alternative with6votesandpop with5 votes.The songthat our musicvideoisthe 1975’s so
far it’salright.We chose thissong as the 1975 are a popularindie pop/rockbandhoweverthisisone
of theirslowersongsmakingithave anelementof R&Binturn pleasingmore viewers.
Q6) For these question the participantshadamultiple choice againinordertodraw a closer
conclusion.Iaskedwhat‘whattype of musicvideodoyou mostenjoy’.The majorityof people
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7
Q5) What genre of music do you consider
to be your favourite?
Number of people (Multiple
choice)
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7
Q6) In your opinion what type of music
video do you most enjoy?
Number of people (multiple
choice)

4. By GeorgiaMcLaughlin
selectednarrative with6out of the 11 people askedthismeansthatthisisa popularstyle andwould
be preferredforourmusicvideo.Peoplealsoselectedperformance andall of the above.Thishelped
our decisiontodoa narrative basedstyle musicvideowithaspectsof conceptual style asitis
stereotypical of the indie/alternative genre.We alsocontactedthe 1975’s recordlabel toask if we
coulduse concert footage thatwe tookon our phonesat a show inManchester;if theyreplysaying
yeswe will addthisas part of the performance style.
Q7) when askedwhatpeople thinkof musicvideos inablackand white formatthere wasa clear
winnerwith7 outof the 11 participantsselectingartisticand3 of 11 selectingoriginal meaningan
overall positive response onthe technique.Thisworksinourfavouraswe plannedtomake a black
and white videotosuitthe genre andto staytrue the bands iconicimage/style.
Q8) In your opinion what makes a music video interesting?
 Colour
 Both a narrative andperformance videosare interesting
 Somethingnewandoriginal,withastorybehinditthat reallymakesyou thinks andfeel
something.
 Skipped thisquestion
 Good narrative
 A goodnarrative or a good performance basedpartof the video
 If the band/artistpartakesinthe narrative of the musicvideo
 Havinga strong narrative behindthe videowhichcorrespondstothe musiclyrically
 Simple storyline,gooduse of cameraand editing
 A goodnarrative storyand use of conceptual narrative
 Narrative andrelatestothe song
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Artistic Depressing Over-used Original
Q7) What is in your opinion of music videos
in a black and white format?
Number of people (Multiple
choice)

5. By GeorgiaMcLaughlin
Q8) For question8I receivedalarge variationof responseshoweveracommontheme thatran
throughoutwasa good narrative whichlinkstothe lyrics.We planon doingthisasthe songwe have
chosenhas a strongstoryline forthe durationof the song.
Q9) Question9 hada nearunanimousresultwith8of the 11 people askedsayingthattheywatch
musicvideosdailymeaningthatmusicvideosare still popularandmakingamusic videowouldstill
be relevantintoday’smodernculture.
Q10) Question10was againa multiplechoice questiontogive the participantsawiderrange of
answersas mostpeople ownmore thanone of the deviceslistedabove.Surprisinglymyfindings
showthat a computerwas the leastpopularanswerwith7 people choosingitwhereasMobile
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Daily Weekly Monthly Never
Q9) How often do you watch music videos?
Number of people
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TV Computer Moblie Phone Tablet
Q10) What device do you use to watch music
videos?
Number of People (multiple
choice)

6. By GeorgiaMcLaughlin
phones,tabletsandTV’sall had9 votesprovingthatpeople are usingmoderntechnologytowatch
musicvideos.
To summarise myresults Ihave foundthateveryone watchesmusicvideosinaone wayor another
and the mostpopulartypescontaina narrative that issuitedtothe lyricsand theme of the song.
Black andwhite videosare alsopopularastheyare consideredtobe artisticandoriginal bymany.
My groupwill take all of our findingsintoconsiderationwhilstconstructingandplanningourmusic
videoinorderto create one that will be popularamonga massaudience.