1. Shauna Hughes
Music video market research
I have created a survey/questionnaire to collect primary market research on what types of
music videos they like to watch, where they watch the music videos etc. To collect my
primary market research I have created a questionnaire by using survey monkey. I have then
emailed the questionnaire to people so they can fill the questionnaire easier as it is online. I
have now gathered all my data and now going to analyse it.
Firstly I asked the participants if they were male and female as I wanted to know if they had
different opinions on music videos or different genres of music they listen to. I asked 14
people for my primary market research, I found that I asked 7 males and 7 females. This
means it is 50/50 answers from both male and females. I will now be able to generalise the
results to both genders as I have asked an equal amount of participants for male and
females. This means my results will be more reliable as they replicate what most male and
females think about music videos and what genres they like. The results I will collect will be
reliable also as I will be able to target my music video to males and females as I have the
data which they have answered.

2. Shauna Hughes
My second question was asking what age they were. I asked this as it will give me a better
chance on whom to target my music video to. My result in this questionnaire is 50% of the
people who answered my questionnaire are 16-20 years. As this is the most popular age
group which answered my survey I will mostly get the opinions and viewpoints of this age
group this means I will mostly target my music video to 16-20 year olds. Another result is
7.14% which was 1 person who answered they were in the age group of 21-26 year olds
answered my survey, this was the lowest age group which answered my survey, this means I
will not target this age group as much as only one person answered so I don’t have a lot of
opinions and information of what type of genre of music and music videos they prefer.
Overall as I know now that most of my participants are between 16-20 years old I will use
most of the data and target this age group and make it more appealing to them.

3. Shauna Hughes
My third question I asked which of the following categories best describes your employment
status. I asked this question to get an idea of how much free time my participants have and
to build up my target audience. Looking at the graph 28.57% (4 participants) are employed
and working 40 or more hours per week. Secondly 50% of my participants are employed and
working between 1-39 hours per week. I also asked my participants if they weren’t
employed but looking for work, 7.14% of my participants said this. I also asked if any of my
participants were not employed and were not looking for work 14.29% said this. This shows
that 3 of my participants have a lot of free time as they are not employed, I will be most
likely to target these participants for my music video as they have a lot of time on their
hands to watch a lot of music videos. I will also try to target people who work; they would
be able to watch music videos when they are not working. These participants who are not
working or working a few hours will be between 16-21 years old, so most of them are
students and listen and watch music videos a lot in their free time. Looking at these results I
will most likely try to target the people who are not working a lot as they are students, they
listen to a lot of music in their free time and watch a variety of music videos.

4. Shauna Hughes
For my forth question I asked what type of genre of music did my participants prefer to
watch. This question was a multiple choice answer, so my participants could choose
however many they wanted as they may listen to a different variety of music genres. The
most popular genres of music are indie and rock with 57.14%. For my music video choice of
song I will use this information of the most popular genre to choose a song which is indie
rock which will relate to the participants who preferred the rock. The second most popular
was pop and soundtrack; I will also use this type of genre of music and relate it to choosing
my song and music video. However for metal, ballads, gothic rock only one participant for
each genre of music choose these, this means I will not include these genres in choosing my
song for my music video as these types of music are not as popular with my participants.
Overall my 14 participants choose a variety of genre of music which I have looked at and
analysed. I will take into

5. Shauna Hughes
For my fifth question I asked ‘How do you typically access music videos’ Similar to the
question above this is a multiple choice question which i asked my participants. I gave my
participants six choices to choose from, they could choose more than one. The most
frequently one which was chosen was YouTube 100% of my participants said this is how
they accessed their music videos they wanted to watch. This encourages me to use YouTube
to put my music video on so people can access it. This will also benefit me as YouTube is a
very popular website to use to access music videos of peoples favourite artists. The second
popular website which is used between my participants is sound cloud. 21.43% of my
participants answered they used sound cloud to access their music. With these results i will
also use this website to put my music video which i am creating onto the website. On the
other hand the least used website used to access music videos is vevo; none of my
participants choose this as their answer for accessing their music. Vimeo Facebook and
CDs/DVDs are also the least used with only two of my participants choosing these how they
access their music. I will take this into consideration and will not use these websites as much
as they are not as popular with the participants which answered the questionnaire.

6. Shauna Hughes
My sixth question considered me asking ‘Do you prefer a music video to have an underlining
message or do you prefer them to be more hedonistic/indulgent?’ Looking at my graph
results i can see that the most popular answer was a music video to have an underlying
message with 78.57% of my participants answering this. Looking at these results i can see
that my participants like music videos to have a message behind the music video. I will use
this information which my participants have given me and use this while planning and
filming my music video to have a message behind it. On the other handI also asked my
participants if they prefer music videos to be more hedonistic/indulgent meaning that they
don’t have any meaning behind the song/video but is just more for fun. Only three
participants (21.43%) choose this as their answer compare to the other eleven participants
which said they preferred music video with an underlying music video. Using this
information I can relate this to when I am planning and filming my music video, I have come
to the conclusion that I will create my music video by it having an underlying message. This
will attract more of my participants to watch my music video as I am relating it to most
popular music videos which have a message behind the video.

7. Shauna Hughes
My seventh question I asked ‘Which is more important to you in watching a music video?
Style or Substance?’ For this question I asked my participants to give their opinion by
choosing the answer which relates to their opinion. For example I asked mostly style, mostly
style with some substance, mostly substance with some style and mostly substance. The
most frequent answer is mostly substance with some style, 50% of my participants chose
this. Looking at this I can see that most people prefer a music video to have substance as
also 25% of my participants answered that they prefer music videos with just mostly
substance. However looking at my other results my participants also would like some style
in a music video as it is important to have both style and substance in a music video. Overall
looking at this question which I have asked, I have gathered that my participants prefer a
music video to have mostly substance so there is a meaning to the music video and it makes
it more interesting. But they would also like to have style in the music video as it would
make it more interesting to watch.

8. Shauna Hughes
My ninth question i asked my participants is ‘Which type of music videos interests you the
most?’ For this question i gave my participants seven choices to choose from to answer. The
most popular answer is that my participants like a music video which is a combination of
conceptual and narrative with 35.71% of my participants choosing this as their answer.
Looking at this when planning my music video i will take into consideration to make my
music video conceptual and a narrative video. The second most popular answer is a
combination of conceptual, narrative and performance; i will use this i think more as it uses
all three elements of a music video which can cater to all my audiences. On the other hand
the least answer for this question is ‘a combination of conceptual and performance’ i will
take this into consideration and use this information to not include these to elements in my
music video on their own with each other.

9. Shauna Hughes
For my final question I asked ‘If you had to pick one, what would be your favourite music
video?’ This gave my participants a chance to write their own answer down. Looking at my
survey I had many responses to what my participant’s favourite music video is. This also
gives me the chance to see what type of music my participants listen to and who their
favourite artists are. Looking at the results I can compare this to the song and music video I
will choose so I can target my participants to make sure they enjoy my music video with the
type of genre and type of music video I construct.
To conclude constructing this survey has helped and influence me into how to tackle
choosing and making my music video. The questions I have asked to my participants have
influenced me to how to create my music video by what genre of music, what type of music
video etc. The survey has given me an insight into what participants/audiences want from
music videos. I will know will be able to use my knowledge to create a music video which
maybe able to cater to all participants and audiences