The document describes a music video questionnaire conducted to gather data on audience preferences. It found that the target audience is 21-25 year olds who work part-time. They prefer to watch music videos online and spend £2-£3 on music. Costumes and varied locations were favored for the video, while a film grain effect and formal text were preferred. Images with calm colors and imaginative artwork were liked for the album cover and advertisements.

1. Music Video Questionnaire
Data + Evaluation
Emma Sugarman + Georgia Wilson

2. Aims + Purpose
! The data that we have collected was gathered via a self
composed questionnaire aimed to discover what sort of
features our target audience would prefer to see in our
Music Video/Digipak/Advert.
! The use of a questionnaire allows for a quick and easy
way to record, format and read data.

3. Methods + Techniques
! We used opportunity sampling as our data collection method as it is a time
and cost effective way of obtaining willing participants that are available at the
time.
! We used a questionnaire because the data is easy to record, format and read.
! We printed off two questionnaires so that we can tally the data on one whilst
the participant is able to read the questions themselves on the other. This is to
ensure that the participants fully understand the question in order to attain
accurate results.
! Explaining the purpose of the questionnaire is the first thing we introduced to
the individuals who were willing to participate by reading a short script. This
ensured that we had their consent, adhering to basic research ethics.
! We also made sure that they were a fan of ambient/downtempo music that
would feature in the music video – asking potential customers is the best way
to acquire genuine information that we can use to my advantage to attract
customers.

4. …continued
! Post introduction, we proceeded to ask the questions to the participants
and record their answers accordingly.
! Although this method relies solely on the participant’s honesty and
understanding of the question, we feel that using a questionnaire was the
quickest and easiest route to obtaining reliable information from a large
quantity of people in a short space of time.
! This form of data is also easy to standardize because the questions are
asked in the same way to every participant. It does not allow for bias or
suggestiveness because it avoids the use of influential discourse features
such as tag questions. It also avoids consensus because the participant
cannot see other people’s selections.
! However, the participant’s answers are always susceptible to being skewed
when the researcher is present – demand characters encourage the
participant to answer with what the researcher wants or expects,
sometimes even to deliberately jeopardize results.

5. Audience Profile
Age 16-20
25%
Age 21-25
35%
Age 26-30
30%
Age 30-40
10%
What is your age?
Gender
Male
65%
Gender
Female
35%
What is your gender?
Employment
Status Part-
time work
40%
Employment
Status Full-time
work
25%
Employment
Status Part-time
student
10%
Employment
Status Student +
part-time work
25%
What is your employment status?
Residence
Harlow
85%
Residence
Stortford
10%
Residence
Other
5%
What is your town of
residence?

6. Audience Profile Evaluation
! Most of the results presented in the previous slide are a result of
opportunity sampling on a college campus and around town. Due
to this, the sample is young and many people live locally. However,
we selected our sample specifically because they are our target
audience for the music video/digipak we shall create so we do not
feel that this decreases the data’s reliability.
! The data shows that the best target audience is those aged 21-25
who work part-time. This can be beneficial to us because it shows
that they may have some disposable income to buy the album but
also an amount of free time to watch the music video.
! Judging by the employment status of the majority of our sample
the price will be low to allow the 40% of part-time workers to be
able to afford the product.
! The data shows that 85% of the audience reside in Harlow, which
means distribution methods should be located locally.

7. Music Video Preferences
Music
purchase
expendat
ure £0-£5
60%
Music
purchase
expendat
ure £6-
£10
25%
Music
purchase
expendat
ure £11-
£20
15%
How much do you spend on music
purchases/month?
Watching
platform
TV
25%
Watching
platform
PC
35%
Watching
platform
Tablet
10%
Watching
platform
Phone
30%
On which platform do
you prefer to watch music
videos?
Puchase
location
Net
Shopping
30%
Puchase
location
Music
stores
20%
Puchase
location
Superma
rkets
15%
Puchase
location
N/A
35%
How/where do you
typically purchase your
music albums?
Price
willing to
pay £2-£3
45%Price
willing to
pay £4-£5
40%
Price
willing to
pay £6-
£10
15%
How much would you
be willing to pay for an
ambient/downtempo
music album?

8. Music Video Preferences
Evaluation
! Our results show that 60% of the people we asked spend on
average approximately 0-£5 on music purchases per month. This
indicates that we should not overprice our album otherwise those
who listen to the genre will not buy it. Also supporting this point
is the results for how much they (45%) would be willing to pay for
our album which was £2-£3.
! The majority of our sample who pay for music said that they
would prefer to buy their music online as many (35%) also prefer
watching music videos on a PC. This means that we should format
our video and digipak to be accessible/downloadable from PCs.
! However, 35% of our sample still purchase music from
supermarkets or music stores so our digipak will therefore also be
available as a hardcopy.

9. …continued
Production
elements of
music vid
Props
10%
Production
elements of
music vid
Costumes
40%
Production
elements of
music vid Varied
locations
35%
Production
elements of
music vid
Varied actors
15%
What production elements would you
prefer in the music video?
VFX on
album Black
+ white
25%
VFX on
album Sepia
15%
VFX on
album Film
Grain
35%
VFX on
album
Longshots
5%
VFX on
album Stop
motion
20%
What sort of visual special
effect would you like to see in
the video?
Album text
register
Formal
(informative +
serious)
80%
Album text
register
Informal
(funny +
sarcastic +
chatty)
20%
What language style would you
prefer the album text to be in?

10. …continued
! 40% of our sample said that in terms of production elements in the
video, they would prefer to see a wide variety of costumes worn by stars in
the video. This may be because they have a short attention span or enjoy
the music being expressed in a visual arrangement. This allows us to
prepare before we begin shooting so that we can accommodate the wishes
of potential audiences to increase views and positive feedback.
! 35% also said that they would like to see a extensive variety of locations
within the video, also allowing us to pre-arrange transportation from one
place to another prior to shooting.
! In terms of visual special effects, 35% of our sample said that they would
prefer to see a film grain effect on the video. This antique quality in
ambient music videos is popular and therefore we intend to apply such an
effect to our own material thus increasing familiarity for potential
audiences to increase views.
! 80% of our sample said that they would like the album text to be of a
formal register (informative + serious)

11. Visual Elements
Visual
album
preference
Image 1
42%
Visual
album
preference
Image 2
21%
Visual
album
preference
Image 3
37%
Which of these album
covers do you prefer? V.p
reason
Text
15%
V.p
reason
Colour
30%
V.p
reason
Artwork
50%
V.p
reason
Other
5%
Why?
Visual
advert
preference
Image 1
40%
Visual
advert
preference
Image 2
15%
Visual
advert
preference
Image 3
45%
Which of these adverts do
you find more appealing?
V.p
advert
Text
15%
V.p
advert
Colour
25%
V.p
advert
Artwork
10%
V.p
advert
Image
25%
V.p
advert
Other
(band)
25%
Why?

12. Visual Elements Evaluation
Our sample said that they preferred image 1. 50% due to the artwork and 30% due
to the colours used. This is helpful for us because it allows us to get a sense of what
sort of artwork we should have on our CD album and that the audience like calm
warming colours that fit with the genre.

13. …continued
Our sample said out the three adverts it was image 3 that caught their eye. 75% due to
either image, band or colour. This allows us insight that the audience prefer simple
colouring with imaginative artwork for advertising, which we will be able to apply when
making our own advert. The fact that our sample chose the third image due to the
band, is perhaps due to the type face of the headline. We will therefore consider using a
large font size for the artist headline to capture potential customer’s attention.

14. Conclusion
! As a whole, we found out from the data that we collected
many different things that will help us create our music
video and advertisement.
! These include what kind of target audience we are looking
at - the younger generation - and what sort of price is
appropriate for distribution because of their employment
status. We also discovered where an appropriate place of
distribution would be – online. This is assumedly because it
is a convenient place for everyone as the internet is highly
accessible in this day and age, providing you are of a western
culture like our target audience. The internet also allows the
music to be cheap or even free on websites such as
soundcloud.com.
! We also have a rough idea of what our audience look for in
advertisements and Digipak artwork.

15. Proposals
! As a result of our findings, there are certain considerations that we will take
into account as we now know our target audience’s preferences, such as simple
yet intriguing visual elements for the Digipak and advertising, we shall try to
stick to warm, calming colours and imaginative artwork, however for the
music video it will be the total opposite.
! We have also made the decision to release the music video online and price
the digipak low at £2-£3 to accommodate for our young audiences who work
part-time.
! We have decided to use a formal language register to suffice the desires of our
intellectual target audience, allowing them to expand their knowledge on the
artist in question.
! We will be shooting in a variety of different locations whilst also considering
any necessary preparations we need to make in terms of costume
arrangements.
! In terms of visual effects we will try to incorporate a film grain quality to the
production in order to draw on the ambience of the music and to add
familiarity for the audience.