Emily Grimshaw conducted market research to inform the development of a music video. She created a 10 question survey that was distributed to 10 participants aged 16-30 via email. The results showed that indie music was the most popular genre among participants. Most participants watched music videos everyday on YouTube and felt videos helped artists' success. This information led Emily to create a narrative music video for the indie song "Youth" that featured a relationship element, to best meet audience preferences.

1. Emily Grimshaw
Market Research
I produced a questionnaire designed to explore my consumers preferred choice of music videos, the
way they view them and their favourite themes within music videos. I used the website ‘Survey
Monkey’ to collect quantitative data by creating a series of 10 simple questions which I sent to 10
participants via-email to enable me to look at the types of features my demographic will prefer to
see in a music video. I then collected my data together and viewed it collectively so that I could see
which ideas were preferred; I then tried to consider how I can develop these ideas and plan my own
product around this information to ensure that my music video to make is as successful as possible.
As shown in the graph there is a 40% of men completing the questionnaire and 60% of women, this
works out well because there is almost an equal divide between the genders. This means that the
information given will show a good variety
and it will produce an accurate overall
collection of data. Due to this split in gender
the information won’t be particularly biased
and will have a range of participants with
different opinions and interests. The
participants I asked to be involved were all
between the ages 16-30 which is the range
my video is targeting, however 80% of the
participants were between the age 16-
24and 20% were between the ages 25- 45.
This works in our favour because the
primary audience of our music video are
males and females between the ages 18-25, this means that the data collected will be more
accurate.
I wanted to find out which music genre was most appealing to each participant especially to those
within our primary audience, 18-25 age range so that I could gage what type of music they enjoyed
listening in order for me to base our music video genre around this. This would ensure that our
music video would be as successful as possible
due to its high demand and popularity within
my demographic. However if we choose a
genre that wasn’t favoured by our participants,
it means that we would not be meeting the
audiences needs.
I used a multiple choice question with multiple
answers, I allowed the recipients to give a few
different answers because most people listen
to a varied amount of music meaning that a
wide range of genres can appeal to people. The
results show me that 70% of people listen to
Indie style of music, 50% listen to Pop and
Electronic and House are the least listened to,

2. Emily Grimshaw
with no one voting for them. This lead us to choose the song ‘Youth’ by indie group Daughter
because this was the most popular choice, meaning it is the most appropriate genre for our
consumer.
Before beginning my music video I wanted
to gage an idea of how often people from
the ages of 16-30 watched music videos.
The results showed that the answer
‘everyday’ was most popular with 40%, and
then closely followed by ‘A few times a
week’ with 30%. This is an answer I was
hoping for as it shows that the majority of
people will view my music video. This also
suggests that participants will hear an
artists song and then be inclined to watch
the video when they have heard the song
because they want to view more and
explore other synergies. This question allows us to see that the responses we will be getting from
our participants is reliable because they often watch music videos and will be able to give feedback
that will allow us to be able to develop our ideas. No one selected the answer ‘Rarely’ meaning that
everyone who answered the questionnaire had a lot of knowledge about music videos.
Once I have created my music video I need to
know where it would have the most successful
chance of being viewed. Therefore I asked my
recipients where they were most likely to
watch these videos. I used another multiple
choice answer for this question. The results
showed that 100% watch videos on Video
sharing sites such as Youtube, meaning that I
will upload mine on a video sharing site
because that would give it the highest
opportunity of being viewed. It also shows that
music channels were popular with 40% of
people watching them from that source.
However band websites were not as popular
with inly 10% of people willing to search the
website to view a bands music video this
means that I am unlikely to upload a video to
the website as they will not be viewed as
frequently/
I suspected that ‘video sharing; would come
up as the top answer on the last question. So

3. Emily Grimshaw
in the next question I wanted to be more specific and try and find out which types of websites were
most popular for viewing music video. Youtube seemed to be the main one people visited as that
had a result of 90%, VEVO was the next favourite with 40% and Vimeo and Nowness were both less
popular with only 10%. I also gave the opening of an ‘other’ box which would allow theparticipant to
write down a channel which they preferred. I didn’t get any responses to this which shows that they
are the 3 most common video sharing websites. This makes me more inclined to upload my video to
YouTube so that my video will be more successful.
Another question I asked was whether
my participants thought that music
videos were vital in helping a song or
artist a success. This establishes
whether the audience think that the
video they are watching is helping
them to appreciate the song more or
whether it has no impact. The results
from my question show that 90% of
people think that they do aid the
success of a song or artist and 10%
thought that it didn’t make a
difference to its success. This mean
that the majority of my consumers will
understand the significance in watching music videos, therefore this means that they will be
interested in watching the video ‘Youth’ to gain further insight into the song and artist.
I asked the question “what type of music videos do you prefer watching” and gave my participants a
choice between the 3 primary video types that are most common within music videos; narrative,
conceptual and performance. The option most selected was a performance style video, with 50% of
the votes. TThese type of vidoes show
the artist performing to the song in the
video and are extremely common with
the indie genre. We considered using a
‘performance’ element to our video,
however after discussing it we decided
that we wanted to break the
conventions and try and be slightly
more original with our video. We
choose to create a ‘Narrative’ style
video instead because this felt like a
more interesting video to film and
allowed us to be more creative.
Narrative videos was a close runner up to performance videos with 40% of participants preferring
them, this meant that we felt we would still be creating a video that would be like by our
demographic.

4. Emily Grimshaw
The final question that I asked
required my participants to put,
in order the themes that the think
are most important within a
music video. The options were
Relationships, Performance,
Friends hanging out together,
Party, Day in the life of th band or
artist. I decided to ask this
question because it is useful
when planning a video to
understand how your consumer
would want to view your product
and it allows me to conform to
my audience’s needs. The result
that was most favoured was the
‘Perfromance’ element, however me and my partner discussed that we wanted to break stereotypes
and not create a conventional performance vioe of an iindie band. So instead we looked at the
second most popular answer, which was Relationship and discussed ideas relevant to this. We
decided this would work.
To conclude from this
questionnaire I have
gathered information that
has allowed me to
accurately plan and
develop a music video
that would be most suited
for my demographic. This
means that due to this
accuracy it will enable my video will be to be as successful as possible. I learnt form this survey that
my consumer watches video on Youtube and wants to see a video with a relationship/love element
to it.

5. Emily Grimshaw