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MUSIC VIDEO
PRIMARY RESEARCH
PURPOSE OF THE
QUESTIONNAIRE
BY ASKING QUESTIONS IN THESE DIRECTIONS:
• UNDERSTANDING WHAT ARE THE PEOPLE WHO ARE OUR TARGET AUDIENCE
OF OUR PRODUCT.
• WHAT KIND OF MUSIC VIDEOS THEY WOULD LIKE TO SEE. (HOW THEY
INFLUENCE MUSIC VIDEOS)
• WHAT WE CAN CONTROL ON OUR PRODUCTS. (HOW MUSIC VIDEOS
INFLUENCE THEM)
• THEIR HABITS OF WATCHING MUSIC VIDEOS
THEREFORE, WE CAN DESIGN OUR OWN MUSIC VIDEOS THAT FITS THE SPECIFIC
AUDIENCES WITH SPECIFIC CONTENTS.
PLANNING
RESPONDENTS’ INFORMATION
What is your gender?
What is your age?
HOW THEY WATCH MUSIC VIDEOS
How many times do you watch music vides in a week?
What device do you watch music videos on the most?
HOW THEY ARE
INFLUENCED
How do music videos influence you?
In what aspects?
THEIR TENDENCY
How long do you think a music video should last?
What makes you want to watch a music video?
What should be featuring in a music video?
What cutting rate do you prefer a music video to be?
RESPONDENTS’
INFORMATION
Before we analysis the data we received, we have to
specify who the responses belong to in order to
know the target audience of our product. We need to
know the gender of them and the age range of them.
Because different genders and ages may factor their
habits and tendencies of watching music videos.
Since we don't assume our music video will be
impress all the audiences, it is necessary for us to
specify what kind of people we serve.
This part will decide our direction of making the
music video. And all the following datas will
corresponds to this type of target audience.
RESPONDENTS’ INFORMATION
WHAT IS YOUR GENDER?
This question can tell how the data in the
following questions reflect. Because different
genders may differ their attitudes or taste
towards music videos. Plus I also want to know
what gender would like to do this
questionnaire because it may tell whether they
are interested in music videos or not.
Total 30 people answered this survey. The
responses are quite satisfying although the
ratio of male to female are not quite balanced
(3:1). At least the results of the questionnaire
are reflecting the males.
Since they are not exactly the same, so the
data tends to reflect the attitude of male.
RESPONDENTS’ INFORMATION
WHAT IS YOUR AGE?
Different age ranges can reflect their orientation
towards music products. since there are different
music genres, so we can assume what genre they
normally listen to if we know their age. Then we
can decide the best presentation to them. By this
question, it decides our target audience of this
project as we know what they like.
From the result, it is revealed that age range 17-19
dominates, which is 21 people out of 30 (70%).
The rest third of the respondents are shared by
age range 20-24 (13.33%), 25-34 (10%) and 14-16
(6.67%) respectively. We may ignore them since
they are the minority.
By calculation, the mean value of their age is
~19.53, so the data reflects the young adults. Then
we may focus on the audience around 19.
HOW THEY WATCH
MUSIC VIDEOS
After getting their personal information, we
need to be more specific on how they
watch music video. We all know they watch
music videos because everyone does. But
the age and gender do not directly affect
their watching habits. So we want to know
more about what kind of audience of
watching music videos in their age.
As a result, this is a part to specify our
direction of making the video.
HOW THEY WATCH MUSIC VIDEOS
HOW MANY TIME DO YOU WATCH MUSIC VIDEOS IN A WEEK?
This question shows how often they watch music
videos. This might reflect how much they love music.
The more often they watch means they love music
more. Since music videos are free products to the
audiences, so we assume there are no other factors
can affect them watch.
In the following data, most respondents watch music
videos 5 times or lower a week, there 12 out of 30
(14%). After that is ’20 or more’ which is 23.33%. The
data is quite extreme, they seem either not watching
or frequently watch.
The main reason we can estimate why they don't
always watch because of their age and occupation.
Since most of them are around age 18, so they are just
students and may not have much time to watch music
videos. In fact, MVs are just an entertainment in our life
so it is not a necessity. Therefore, MV is not their
priority in time management. But there are still quite
many of them frequently watch. So we assume they
are music lovers so they spend much time on MVs.
HOW THEY WATCH MUSIC VIDEOS
WHAT DEVICE DO YOU WATCH MUSIC VIDEOS ON THE MOST?
This result directly reflects their habits of watch MVs.
Since the products of the options in this questions were
made in different period of time. For example the tablet
is the newest devices and TV is the oldest. So we can
reckon how the age alters their watching habits.
Besides, the devices affect how we make the music
videos due to the screen sizes of the devices. For
example, a smaller screen is not suitable to contain too
many contents in a shot. So most people watch MVs on a
smaller screen, we might shoot to use more close-ups to
shoot.
In this question, most respondents watch MVs on
desktops or laptops which the score is 3.27, followed by
smartphone and tablet respectively. It can be interpreted
as desktop has a larger screen than other smart devices.
The least option is unsurprisingly television, which has
only 2.25. This result is expected because most MVs
nowadays are broadcasted on internet, especially on
YouTube. TV is not a flexible device for them because
you cannot select what MV you want to see. Instead,
smart devices such as desktops and smartphones allow
users to watch whenever they want.
THEIR TENDENCY
This is the core part of this
questionnaire because this part
directly affects what we will put
into our music video. The
questions are very straight
forward of asking what they
expect to see in a music video. So
we can refer to their responses
when we plan our product during
the pre-production.
THEIR TENDENCY
HOW LONG DO YOU THINK A MUSIC VIDEO SHOULD LAST?
Music Video is just a type of entertainment. The
purpose of entertainment just is to consume
time. Therefore, a precise length of duration is
very important. A good MV should keep them
excited and entertained. If it is too short, they
might not feel enough, but if it is too long they
might be impatient.
In this question, the result shows most of them
think 3-4 minutes is enough, followed by ‘4-5
minutes’. The least options are ‘less than 3
minutes’ and ‘5 minutes or longer’ which share
only 10% of all the respondents.
Therefore, we can make the MV at around 3 to 4
minutes.
THEIR TENDENCY
WHAT MAKES YOU WANT TO WATCH A MUSIC VIDEO?
We are looking for the reasons of them watching
MVs. They don't need a reason to watch them
actually because it is just an entertainment. But there
are millions of music videos, why do they have to
pick the specific ones? This is the purpose of this
question.
There are several options for them to choose. Some
of them are the contents featuring in the video, some
of them are not. The last option ‘because of
boredom’ is a special option for them for not having
any reason.
In the result shown in the graph on the left, most of
them think the main reason is the song itself. This
option is followed by the artist/band and the
message of the song. But these factors we cannot
control since we are not the creators of the song. But
at least we know, the MV should focus on the song
itself. We even need to recreate the style of the band
to let the audience feel familiar with the style.
THEIR TENDENCY
WHAT SHOULD BE FEATURING IN A MUSIC VIDEO?
The contents they want to be featured in a music
video are the elements which keep their eyes on it.
Because it is a fact that a MV has music track in it but
the visual contents can keep them enjoy the images.
In the question, there are seven options for them to
answer and they were allowed to choose more than
one because it is possible to have more than one
thing to be featured in a MV, it is all up to the
audience.
Most of them have chosen the band themselves, band
performance and storyline. The rest of them are stars,
VFX, dancing and attractive males or females. It is not
a quite surprising result because the top 3 elements
are the most common things in MVs.
Therefore, we now know we need to have a few
actors to play the band in the video and also a
storyline. DOGS
THEIR TENDENCY
WHAT CUTTING RATE DO YOU PREFER A MUSIC VIDEO TO BE?
Nowadays videos like to have a rapid cutting rate
because the audience easily get bored if the visual
contents cannot keep them staying excited.
It was expected that the respondents would
choose a rapid and exciting cutting rate because
the rapid cutting rate is often used for rock genre
MVs. But the result ended up being a bit different.
70% of them indicate the cutting rate should be
dependent on the pace of the song. Therefore, it is
a very strong evidence to link the editing and the
song. And it will be easier for us to edit the footage
because we edit the video to match the beat.
HOW THEY ARE
INFLUENCED
This is complement part of
the questionnaire. It may not
be important but we want to
know more about the
ideologies of our target
audience.
HOW THEY ARE INFLUENCED
HOW DO MUSIC VIDEOS INFLUENCE YOU?
We want to know how the ideologies projected
on a music video. As shown on the left, there are
7 options for them and the weighted average are
actually quite similar.
But there are four options having the score
around 1 or higher, which are social behaviour,
fashion style, moral values and use of language.
It may not directly affect what we plan to our
upcoming project. But they are definitely the
things we have to be aware of. We should avoid
to insert any wrong ideologies which violate the
audiences.

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Primary research

  • 2. PURPOSE OF THE QUESTIONNAIRE BY ASKING QUESTIONS IN THESE DIRECTIONS: • UNDERSTANDING WHAT ARE THE PEOPLE WHO ARE OUR TARGET AUDIENCE OF OUR PRODUCT. • WHAT KIND OF MUSIC VIDEOS THEY WOULD LIKE TO SEE. (HOW THEY INFLUENCE MUSIC VIDEOS) • WHAT WE CAN CONTROL ON OUR PRODUCTS. (HOW MUSIC VIDEOS INFLUENCE THEM) • THEIR HABITS OF WATCHING MUSIC VIDEOS THEREFORE, WE CAN DESIGN OUR OWN MUSIC VIDEOS THAT FITS THE SPECIFIC AUDIENCES WITH SPECIFIC CONTENTS.
  • 3. PLANNING RESPONDENTS’ INFORMATION What is your gender? What is your age? HOW THEY WATCH MUSIC VIDEOS How many times do you watch music vides in a week? What device do you watch music videos on the most? HOW THEY ARE INFLUENCED How do music videos influence you? In what aspects? THEIR TENDENCY How long do you think a music video should last? What makes you want to watch a music video? What should be featuring in a music video? What cutting rate do you prefer a music video to be?
  • 4. RESPONDENTS’ INFORMATION Before we analysis the data we received, we have to specify who the responses belong to in order to know the target audience of our product. We need to know the gender of them and the age range of them. Because different genders and ages may factor their habits and tendencies of watching music videos. Since we don't assume our music video will be impress all the audiences, it is necessary for us to specify what kind of people we serve. This part will decide our direction of making the music video. And all the following datas will corresponds to this type of target audience.
  • 5. RESPONDENTS’ INFORMATION WHAT IS YOUR GENDER? This question can tell how the data in the following questions reflect. Because different genders may differ their attitudes or taste towards music videos. Plus I also want to know what gender would like to do this questionnaire because it may tell whether they are interested in music videos or not. Total 30 people answered this survey. The responses are quite satisfying although the ratio of male to female are not quite balanced (3:1). At least the results of the questionnaire are reflecting the males. Since they are not exactly the same, so the data tends to reflect the attitude of male.
  • 6. RESPONDENTS’ INFORMATION WHAT IS YOUR AGE? Different age ranges can reflect their orientation towards music products. since there are different music genres, so we can assume what genre they normally listen to if we know their age. Then we can decide the best presentation to them. By this question, it decides our target audience of this project as we know what they like. From the result, it is revealed that age range 17-19 dominates, which is 21 people out of 30 (70%). The rest third of the respondents are shared by age range 20-24 (13.33%), 25-34 (10%) and 14-16 (6.67%) respectively. We may ignore them since they are the minority. By calculation, the mean value of their age is ~19.53, so the data reflects the young adults. Then we may focus on the audience around 19.
  • 7. HOW THEY WATCH MUSIC VIDEOS After getting their personal information, we need to be more specific on how they watch music video. We all know they watch music videos because everyone does. But the age and gender do not directly affect their watching habits. So we want to know more about what kind of audience of watching music videos in their age. As a result, this is a part to specify our direction of making the video.
  • 8. HOW THEY WATCH MUSIC VIDEOS HOW MANY TIME DO YOU WATCH MUSIC VIDEOS IN A WEEK? This question shows how often they watch music videos. This might reflect how much they love music. The more often they watch means they love music more. Since music videos are free products to the audiences, so we assume there are no other factors can affect them watch. In the following data, most respondents watch music videos 5 times or lower a week, there 12 out of 30 (14%). After that is ’20 or more’ which is 23.33%. The data is quite extreme, they seem either not watching or frequently watch. The main reason we can estimate why they don't always watch because of their age and occupation. Since most of them are around age 18, so they are just students and may not have much time to watch music videos. In fact, MVs are just an entertainment in our life so it is not a necessity. Therefore, MV is not their priority in time management. But there are still quite many of them frequently watch. So we assume they are music lovers so they spend much time on MVs.
  • 9. HOW THEY WATCH MUSIC VIDEOS WHAT DEVICE DO YOU WATCH MUSIC VIDEOS ON THE MOST? This result directly reflects their habits of watch MVs. Since the products of the options in this questions were made in different period of time. For example the tablet is the newest devices and TV is the oldest. So we can reckon how the age alters their watching habits. Besides, the devices affect how we make the music videos due to the screen sizes of the devices. For example, a smaller screen is not suitable to contain too many contents in a shot. So most people watch MVs on a smaller screen, we might shoot to use more close-ups to shoot. In this question, most respondents watch MVs on desktops or laptops which the score is 3.27, followed by smartphone and tablet respectively. It can be interpreted as desktop has a larger screen than other smart devices. The least option is unsurprisingly television, which has only 2.25. This result is expected because most MVs nowadays are broadcasted on internet, especially on YouTube. TV is not a flexible device for them because you cannot select what MV you want to see. Instead, smart devices such as desktops and smartphones allow users to watch whenever they want.
  • 10. THEIR TENDENCY This is the core part of this questionnaire because this part directly affects what we will put into our music video. The questions are very straight forward of asking what they expect to see in a music video. So we can refer to their responses when we plan our product during the pre-production.
  • 11. THEIR TENDENCY HOW LONG DO YOU THINK A MUSIC VIDEO SHOULD LAST? Music Video is just a type of entertainment. The purpose of entertainment just is to consume time. Therefore, a precise length of duration is very important. A good MV should keep them excited and entertained. If it is too short, they might not feel enough, but if it is too long they might be impatient. In this question, the result shows most of them think 3-4 minutes is enough, followed by ‘4-5 minutes’. The least options are ‘less than 3 minutes’ and ‘5 minutes or longer’ which share only 10% of all the respondents. Therefore, we can make the MV at around 3 to 4 minutes.
  • 12. THEIR TENDENCY WHAT MAKES YOU WANT TO WATCH A MUSIC VIDEO? We are looking for the reasons of them watching MVs. They don't need a reason to watch them actually because it is just an entertainment. But there are millions of music videos, why do they have to pick the specific ones? This is the purpose of this question. There are several options for them to choose. Some of them are the contents featuring in the video, some of them are not. The last option ‘because of boredom’ is a special option for them for not having any reason. In the result shown in the graph on the left, most of them think the main reason is the song itself. This option is followed by the artist/band and the message of the song. But these factors we cannot control since we are not the creators of the song. But at least we know, the MV should focus on the song itself. We even need to recreate the style of the band to let the audience feel familiar with the style.
  • 13. THEIR TENDENCY WHAT SHOULD BE FEATURING IN A MUSIC VIDEO? The contents they want to be featured in a music video are the elements which keep their eyes on it. Because it is a fact that a MV has music track in it but the visual contents can keep them enjoy the images. In the question, there are seven options for them to answer and they were allowed to choose more than one because it is possible to have more than one thing to be featured in a MV, it is all up to the audience. Most of them have chosen the band themselves, band performance and storyline. The rest of them are stars, VFX, dancing and attractive males or females. It is not a quite surprising result because the top 3 elements are the most common things in MVs. Therefore, we now know we need to have a few actors to play the band in the video and also a storyline. DOGS
  • 14. THEIR TENDENCY WHAT CUTTING RATE DO YOU PREFER A MUSIC VIDEO TO BE? Nowadays videos like to have a rapid cutting rate because the audience easily get bored if the visual contents cannot keep them staying excited. It was expected that the respondents would choose a rapid and exciting cutting rate because the rapid cutting rate is often used for rock genre MVs. But the result ended up being a bit different. 70% of them indicate the cutting rate should be dependent on the pace of the song. Therefore, it is a very strong evidence to link the editing and the song. And it will be easier for us to edit the footage because we edit the video to match the beat.
  • 15. HOW THEY ARE INFLUENCED This is complement part of the questionnaire. It may not be important but we want to know more about the ideologies of our target audience.
  • 16. HOW THEY ARE INFLUENCED HOW DO MUSIC VIDEOS INFLUENCE YOU? We want to know how the ideologies projected on a music video. As shown on the left, there are 7 options for them and the weighted average are actually quite similar. But there are four options having the score around 1 or higher, which are social behaviour, fashion style, moral values and use of language. It may not directly affect what we plan to our upcoming project. But they are definitely the things we have to be aware of. We should avoid to insert any wrong ideologies which violate the audiences.