This document summarizes the results of questionnaires given to the target audience for a new pop music video and digital packaging. Key findings include that the audience prefers upbeat, colorful videos featuring dancing and attractive performers telling a story. They also prefer imagery over text on digital packaging. The summaries will inform the production of the music video and digital packaging to appeal to mainstream teenage audiences by conforming to pop music stereotypes through bright colors, dancing and firefly imagery.

1. Audience Questionnaire Analysis
James Harriman

2. The Questionnares
We asked several people to answer our
questionnaires. These people all turned out to
have completely different opinions to each
other. Over the next few slides I will identify the
more popular opinions and comment on how
we can appeal to the largest amount of people
based on these.

3. Age
Although we asked all ages we aimed to get the
opinion of people who are teenagers as these
are the people who are stereotypically the
people who listen to pop music. This means we
will have to specifically target a teenage
audience. I will discuss how we will do this later
as I analyze some of the questions.

4. Music Video Questionnaire
The Following Questions Were About
Music Videos

5. What would encourage you to watch a
music video?
This question had two popular answers. Firstly people
would be encouraged to watch a music video if the song
was good. I feel we have already achieved this as our
song was a number one hit back in 2012. We also had
responses that said ‘a fit girl’ or ‘a hot person. These
responses were anticipated as our target audience is
teenagers. We will use a attractive female in our video
(male gaze theory) to capture this audience. I personally
liked an idea that was suggested by three people that is ‘a
good story’. I feel this is an important idea to be
considered as although narrative music videos are not
mainstream, our song has many hidden meanings that I
would like to try and capture.

6. What would you like to see in a pop
music video?
Again there were two main answers that popped up.
Firstly most people mentioned dancing in their results.
This was unexpected as it is not stereotypical, however
this type of abstract performance music video has
become more popular since Sia caused controversy with
her dancing music videos. I feel that we can appeal to a
large audience by getting a girl to dance in the video.
Another answer that was popular was the idea that the
video could be telling a story. This again is seen in Sia’s
videos where the dance is telling the story of the song. I
feel this lyrical style could be used by us, however this
may not be possible as it is not easy and finding a dancer
good enough is very hard.

7. What would put you off watching a
music video?
The answers to this question seem to completely
contrast with the answers to the first question. The
people we asked said that ‘adult themes’ and ‘sex’
would put them off the music video, whereas in the
first question people were saying that ‘a fit girl’
would make them want to watch the video. This is
definitely a result we did not expect. I think we
should move past the results of this question as all
the other answers point towards us conforming to
the stereotypical sexualized music video.

8. Would you prefer a video with an
introduction before the actual song, or
without?
The answer to this question was simple, yes or
no. We did not expect a specific answer as it is
down to personal preference. We got more
people saying they would like a intro than no
intro, therefore we will try to include one.

9. What type of artist would you like to
see in a music video?
With this question some people said specific
artists such as ‘ed sheeran’, however we can’t
achieve this as he would be too expensive to
hire. Most people suggested that they would like
to see a role model. This makes me think our
target audience are aspirers as they want to look
up to people in the videos they watch. To
achieve this we will try to avoid things that
would reflect negatively on our artist such as
drug use and alcahol.

10. What music channels do you regularly
watch?
This question tells us more about our target
audience. As you can see there are only two
main responses; VEVO and MTV. This proves
that our audience are mainstreamers as these
two channels are the most well known.

11. Digi-Packs
The Following Questions Were About
Digi-packs

12. How often do you read the
information on a Digi-Pack?
We asked our focus group if they read the
information on a Digi-Pack. Since 1 was never
and it has the largest amount of people this
makes me think people do not read the
information on Digi-Packs. Because of this I will
not make information the focus of the digipack.
Instead we will make
images the focus.

13. What ratio should a Digi-Pack have the
size of the main image and text?
This question backs up the results of the
previous question. In general people favored the
image over the text. We will take this into
consideration when designing our Digi-Packs.

14. What ratio should a Digi-Pack have the
size of the main image and text?
After asking about size we decided to ask people
what they preferred for an image. We got varied
results, but the most preferred result was an
image of the artist. We expected this as it is a
convention that is seen in most pop music Digi-
Packs. We will do a photo-shoot alongside
filming our music video as this will give us
photos of the artist to include.

15. Would seeing a sponsorship of a high
named brand influence your opinion
on a Digi-Pack? Why?
We asked this question as some artists have
obvious brand sponsorship to fund them or to
make them look influential. The results we got
were mixed however I feel that the overall
answer was no. We will avoid showing major
brands in our
photoshoot.

16. What information would you like to
see on a Digi-Pack?
Although people said they would not like to see
much text There needs to be some sort of text
as otherwise the digi-pack would look boring.
We asked this question to find out what this
could be. The most popular result was an artist
bio. Another popular option was song lyrics.

17. Things To Consider
The following questions have
answers that will effect both
products

18. How do you think we could conform to the
stereotypes that are set about pop music
by the modern society?
This question had varied responses, however there were
two responses that popped up several times. Firstly
people suggested we could make the video similar to
existing videos that are popular right now. Looking at
current videos dancing is a trend, with SIA and Ed
Sheeran and many others having viral videos with just
dancing. We will consider doing this in our video and
possibly capturing this in our digipack. Another
suggestion was to use bright colors. Stereotypically pop is
bright and colorful, so we will make our products bright
and colorful. We will use bright light shades of the
primary colors to reflect the simplicity of pop music.

19. When you think of a Firefly, what do
you think of in particular?
As with many of the other questions this was
down to personal opinion, but the majority of
people associated fire and light with this word.
Although it will be hard to work fire into our
video (due to health and safety reasons) we will
ensure that our video is bright in the part of the
chorus where fireflies are mentioned. We could
add fireflies into our poster or DigiPack post
production