The document summarizes the results of a questionnaire given to understand the target audience for a music digipak product. Key findings include: - The target audience is 16-20 year old students, both male and female - They download music from iTunes and watch videos online and on TV - For the music video, they prefer one with a storyline - They spend £11-20 per month on music and buy 5-6 albums per month - Bright colors and similar styles should be used for the album cover and advertisements to appeal to the audience.

1. Ellen Brooking
0 2 4 6 8 10 12 14
Harlow
Bishop Stortford
Sawbridgeworth
Roydon
Other
Area of Residence

2. The purpose of this presentation is to illustrate and
examine the responses I gained through my
questionnaire allowing me to understand what my target
audience and the general public want from a digipak.
The questionnaire allowed me to access and understand
what the audience want from the music video, the album
pack and the advertisement, by accessing this I can gain
a greater understanding which will help my product
appeal to the audience. I am hoping that my results help
me make vital choices that will effect the content and
the design of the digipak.

3. Male
45%
Female
55%
Gender
Under 16
25%
16-20
60%
21-25
10%
26-30
5%
Age Range
0 2 4 6 8 10 12 14
Harlow
Bishop Stortford
Sawbridgeworth
Roydon
Other
Area of Residence
Target Audience:
My questionnaire results show me that the 55% of my
chosen public were female which suggests to me that I
should specify my product towards a female audience.
However 45% of my chosen public were males though so I
should create an unbalanced product so that it appeals to the
largest audience so it appeals to both genders. The majority
of the general public were between the ages of 16-20 which
suggest that I should primarily aim for this group in
correlation with my product. However 25% of the general
public were between the ages of 16 and below suggesting
that I should also try and make my work appeal to this age
group. From the results of the age range question we can
gather that the majority of the people asked are students, this
idea is supported by the results I gathered which shows me
that 65% are full time students which suggests they will not
have much disposable income which indicates that the price
will have to be low to accommodate my target audience.
Full Time
Student
65%
Part Time
Student
20%
Part Time
Worker
10%
Unempoloyed
5%
Employent Status

4. 1
0%
2
7%
3
13%
4
20%
5
27%
6
33%
CD Purchases
0 5 10 15
iTunes
Amazon
Music platform of choice
for purchases
£0-£10
30%
£11-£20
55%
£21-£30
15%
Monthly expenditure of
music purchases
TV
Channels
45%
Computer
50%
iPod
5%
Chosen platform for
watching a music video
Everyday
55%
Twice A
Week
35%
Once A
Month
5%
Other
5%
Frequency of video
watching
Purchasing & Viewing Habits:
The results on this slide indicate the audiences purchase habits and viewing
habits which are integral parts of what I am trying to create which allows me
to look in depth into my chosen platform and product. The results show that
33% of the people I asked bought 6 or more CD’s per month which tell me
that they are willing to spend money of music products which will help me
determine the price of my product as well telling me I may have a lot of
competition so my product will have to stand out against the other products.
My next set of my results shows me that 70% of the people I asked bought
their music on iTunes which means I should place emphasis on the sales and
advertisement on iTunes to ensure that I gain the maximum sales and interest
in the product possible. I should also advertise and place the product for sale
in HMV which allows me to cover two different sales platforms as well as
allowing my product to be placed with out similar products that link to the
artist. 55% of my target audience said that they watch at least one music video
a day which means that I should place emphasis on the music video as it has a
high traffic rate meaning that I can reach the largest audience possible for the
product whilst also allowing me to place advertisement within the product to
utilise the high traffic. When asked about their chosen platform for viewing
music videos 50% sais that they use the computer and 45% said they viewed
them on TV this suggests to me that I should try and place the video on as
many internet viewing platforms as possible as well as placing the music
video on at a prime time on television to make sure that the maximum amount
of people watch it as possible.

5. Clothing
25%
Hair
15%
Pose
60%
Why was that image
chosen
Alex Turner
25%
Dan Flint
45%
The Tallest
Man On Earth
30%
Chosen image for the music video
0 5 10 15 20
One which has a storyline
One that focuses on the artist
One filmed at a live show
One that uses images to represent…
Chosen narrative for a music video
Music Video Data:
The results on this page are to do with the creation of my music
video and what the audience want to be in the music video and how
they want it to look. These results are integral to the creation of my
digipak as they give me an idea of the image a design that the
audience want from their product. When asked about the chosen
style and image of the video my target audience selected Dan Flint
as 45% of my target audience thought his image was appropriate
for the style and genre my product will be placed in. My results
show me that 60% of my target audience chose Dan Flint because
of the pose which allows me to see the pose and the style of the
picture is something that they would like to see be re created in my
video. The pose is simplistic which allows me to gain an
understanding of what they might want from other products within
my digipak. 25% of the people I asked also said that the clothing in
the picture was something they wanted to be seen in the video so
this allows me to indicate what type of appearance and style I
should try and recreate in my music video. I then asked my target
audience what they wanted for their narrative in my video which
allowed to see that they wanted a music video which has a
storyline, this allows me to identify what I should place in my
music video as well as what the audience are interesting in.

6. Colour
65%
Layout
20%
Image
15%
Why was that advert chosenMika
50%
Florence &
The
Machine
20%
The Verve
30%
Chosen magazine
advertisment
Advertisement Data:
The results on this page indicate the results I
gathered back about the advert that appealed the
most to the audience. This allows me to gain an
understanding of what I should place within my
advertisement to maximise sales and interest within
the digipak. The most popular advert is Mika’s
which shows me that I should try and recreate a
product that identifies and it similar to his as it was
the most noticed and the most popular. From the
chosen advertisement I can see that 65% of the
people asked chose this cover because of the
colours used within the advert which allows me to
see that I should use bright colours in my work to
try and capture the audiences attention. This result
allows me to identify that the colouring would help
the advert stand out in the magazine which will
allow me to attract a larger audience.

7. Summary
The results I have gathered allow me to see my target audience is between
the ages of 16-20 and that my product should be aimed at them. I have also
identified that my target audience download their music from computer
based sources such as iTunes which allows me to increase my
advertisement towards this area of the market. However I shall also release
it in hard copy so that the product is available to the wider audience. My
results showed me that my music video should follow the idea of having a
storyline which is something I am interested in creating.
The majority of the people I asked said that they spend £11-£20 per month
on CD’s and other music purchasing sites, placed with the idea that my
target audience by 5/6 Albums a month so I shall have to price my product
low or include extra features that will entice my target audience to buy the
product.
I want to ensure that my target audience is appealed to through my product
so by incorporating these results I will be able to attract my audience.

8. Proposal
From the primary research collected I am able to determine what my target audience want
from the product allows my product to be more successful and to fulfil the need of my target
audience. The results allows me to adapt and edit my initial ideas to fit what I want from my
product as well as the target audience. I am able to propose that my product should be aimed
at full time students between the ages of 16-20, both male and female to ensure I reach all my
target audience.
For my album cover and my advertisement I would like to use the a continuous theme which
will create a theme throughout the digipak. I plan to create a poster and album cover that use
bright colours to entice the audience which I think will be really effective and will allow me to
highlight the key points of the page and create a overall appeal to the product. When I look at
the information and results I created I was able to identify what would attract the audience to
the product so I propose to use all of these features in my work to highlight what the consumer
wants from the product. For my album cover and my advertisement I propose using a very
similar style for both so that the products both appeal to the audience.
For my music video I plan to have a storyline that is shot over a period of time to show the
progression of a romantic relationship as well as the downfall of the relationship. My music
video will be show people looking back at the past as a way of reliving the relationship. I also
propose to use someone who look similar to the chosen male figure from the questionnaire as
this is what the audience chose so I will be able to ensure their interest in that aspects of the
music video.