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Primary research
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- 2. PURPOSE OF THE QUESTIONNAIRE BYASKING 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 isyour 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 analysisthe 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 ISYOUR 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 ISYOUR 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 MUSICVIDEOS 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 WATCHMUSIC 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 WATCHMUSIC 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 isthe 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 LONGDO 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 MAKESYOU 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 SHOULDBE 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 CUTTINGRATE 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 Thisis 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 AREINFLUENCED 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.