The document summarizes the results of a questionnaire conducted to learn the preferences of the target audience for a music video, digital pack, and magazine advertisement. Key findings include: - Most people purchased music all year round rather than just for special occasions. Downloads were more popular than CDs. Most spent £0-10 per month on music. - For the music video, relationships were the most popular storyline. An indie style and locations incorporating landscape, indoors, and built up areas were preferred. Warm and cold color tones should be included equally. - Questions were also asked about album cover preferences, magazine advertisement styles, and digital pack features to help design these additional products based on audience wants.

1. QUESTIONNAIRE RESULTS PRESENTATION
By Sam Jewiss & Louise Heathorn

2. AIMS & PURPOSES
Before we begin constructing our Music Video, Digi Pack & Magazine Ad., we conducted our own primary research – in
the form of a questionnaire – to learn and get the preferences of our target audience, ensuring that our media products are
successful. By carrying out the questionnaire we were able to fulfill the purpose of aims of finding out the wants and
needs of our target consumers. We chose a sample of 20 people and were able to get quantitate data to further turn into
easier visual aid, so we can look deeper into the results.
METHODOLOGY
The method we chose to use was a questionnaire. We chose to carry out this method because it allows us insight into the
views and opinions of our target audience. By gathering this information we can successfully create our media product to
a high standard based on the wants & desires of our consumers.
We included a variety of questions which were based on all three of our tasks: the music video, digi pack and magazine
advertisement. These questions were used to gather necessary information, in which we can use the responses to help us
form our media products. In addition to this, we incorporated more personal questions to help us understand our
consumers. By asking such questions, it would allow us to learn whether we needed to change any aspects of our plans
such as how much we would sell the product.

4. CONSUMPTION HABITS
Money Spent On Music
Time Of Purchase Download Or CD (Per Month)
12
10
2
8
All Year Round 6 6
£0-£10
Special Occassions 4
2 £10-£20
18 14
0
Download CD
o The three graphs on the page show different types of purchasing habits which include when our target audience purchase music products, how
much they spend per month and whether they prefer a digital download or physical purchase.
o Out of all 20 of the people we asked, 18 of them bought music all year round and only 2 of them bought music on special occasions. This
shows that selling our product all year round would gain more of a profit than only selling at certain times of the year. Also, selling all through
out the year would also cater to the needs of the smaller section of our target audience, which likes to buy on occasions. Finally since the
product would be sold all year round, means that there is more chance of more being bought and gaining a profit, successfully meeting the
needs of our target audience of students.
o As technology has developed and the online era is becoming more and more popular, music has been increasingly downloaded rather than
bought. We asked our audience whether they would prefer to purchase a physical CD or to download the music digitally, to know what format
our media product would be more successful in terms of selling. Our questionnaire, showed that the majority (11) preferred to download their
music whereas the remaining participants (9) like to opt for a hard copy. This gave us insight into how we should present our product to tour
target audience.
o The last question we included in the questionnaire about consumption habits was about how much money an individual spent per month on
music. These results show that the majority would spend £0-£10 per month were as only 6 would spend £10-£20. These results could be due to
how much disposable income the individuals receive and considering the majority were full time students, it makes sense that the majority of
the people would only be willing to spend £0-£10 on the product.

5. MUSIC VIDEO PREFERENCES Location
(Music Video)
o Our music video for Fix You by Secondhand Serenade would have to be appealing to the target
audience, so we asked a question based around the type of storyline that they would like to
see, as everything else forms around the narrative. We asked whether they would like to see a 3 All Landscape
relationship in the video, life struggles or to actually see the band playing a concert. The results
showed that relationships were the most popular (10) so therefore using this information we will 2 All Indoors
most probably base the storyline around a particular relationship.
o As the genre of the song is acoustic, we wanted to gather peoples opinions on what style they Built Up Areas
11
thought would suit the genre best. We provided 3 options; clean cut/tidy, indie & laid back. Out
of all three the most preferred was an indie style (10) so therefore we will look to use this as a 4 Mixture Of All
main style but may also incorporate a laid back style as it was the next highest option with 8 Three
people choosing it.
o Additionally, we asked what type of location the target audience would prefer the music video to
be set. We provided separate options, such as landscape, indoors and built up areas, however
we provided the option of all three combined which came out as the most preferred (11). This
Style Of Actors
will cater to all of the other people’s preferences as the music video will include aspects of each
different setting, so hopefully appealing to a large audience. For our music video, we will
incorporate a mixture of all three locations in order to appeal to our target audience, making a 2 Clean Cut/Tidy
successful media product. 8
o For the last part of questionnaire about aspects of our music video, we wanted to know what Indie
type of colour scheme people would prefer in the music video. As we have the creative ability to 10
edit the video including affects and the colour scheme, we thought this would be an appropriate
question. The two highest results were the same with warm tones and cold tones, having a total Laid Back
of 6 votes each. As these were the highest we have decided to incorporate them within our
video, showing them equally, as they would appeal to the majority of our target audience.
Colour Scheme
Storyline
3
(Typical Element) 4 Black & White
1
15 Neutral
10 Cold Tones
5 6 6
Warm Tones
0
Relationships Life Struggles Band/Live

6. MUSIC PREFERENCES CONT. Album Cover Preferred
10
o In addition to the music video, we have ancillary tasks of creating a digi pack and
magazine advertisement. We included questions in our primary research about these tasks 5
to gain further insight into what would be most successful in terms of the media products.
o One of the questions we asked was what album cover they preferred, providing images of 0
existing covers. We picked album covers with particular styles, for example ones Theme/Props Created From Location Studio/Actor
focusing on props, digitally created, location or featuring an artist/actor. The most Scratch
popular was theme/props (8) so therefore when it comes to creating our own our
emphasis will be placed more on the props that are featured. Furthermore, we followed
this question up with another question asking the reason for choice. We found that indeed
the image/prop was the most appealing (8) and this was closely followed by colour (7) Reason For Choice
which we will consider carefully when creating our work.
1
Colour
7
Magazine Ad Preferred 8
Layout
15 Image/Pr
10 op
5 4
0
Created From Studio/Actors Props
Scratch o With our music video and album cover questions asked, we were only left to ask what
people would like to see on a magazine advertisement for our music product. The choices
we gave were created from scratch, studio/actors or props. Out of all three the most
popular choice was a magazine advertisement based with a studio/actor theme. When
Reason For Choice asking why people decided they liked this design the most, there were three main
contributors. These were the colour (6), the layout (5) and the image/prop (8).
1 o From all of the results, we are going to go with what is most popular amongst the target
audience, therefore we will most likely use a studio and actors for our magazine
6 advertisement , which would be more noticeable when advertising, as we stuck to what
Colour
our target audience wants.
8 Layout
Image/P
rop
5

7. CONCLUSION
From looking at our audience data, we can conclude that our target audience consists on mainly females from the age group
of 16-20 years old. This means that our product will be made to appeal to their nature, however we must take into account
that there is also a proportion of people of the male gender & also people outside of the target age group.
We gathered information about the consumption habits which gave us an idea of when we would sell the product and how
much for, taking into consideration of the employment statuses of the consumers. By doing this we know what to plan for the
selling of our music purchase, allowing us to make a suitable profit. Also from this we were able to gather what we would
be better off selling eg, a CD or digital download.
We asked a variety of questions to learn what the audience would want to see in a music video, ranging from location to
actors style to a colour scheme. By this we can make sure our product is the most appealing it can be. Also looking into what
types of advertisements and album covers people preferred, we are able to see what would promote our product the most.
PROPOSAL
After completing our questionnaire, interpreting our results and analysing them through the use of charts and graphs, we have
gained a better understanding of what our target audience would want from the media products that we are creating. From this
method of primary research, we will create a music video, digipack and magazine advertisement tailored to the needs and demands
of the consumer. We have given the opportunity to others to tell us what they want to see, and we aim to provide this within our
work to achieve the most successful media product we can. We will make sure we make our products accessible to our audience
and appeal to their needs, such as creating a video with the style they like most and taking inspiration from similar style models
that they enjoy the most.
Overall, after this primary research we are going to use our new found knowledge to our advantage and create something that will
be successful in the media market, giving the consumers what they want. After looking over the results, we can conclude that our
music products will be mainly aimed at the female gender – but the male gender will also be included – around the ages of 16-20
as that was the most common age range in this questionnaire. As some of the people within the age range will already have a part
time job, it means this age range will also have a certain amount of disposable income to buy the products. Finally looking at the
area of the people asked, most of our main advertising will be placed around Harlow, with additional forms of advertising round
other local areas. When it comes to the purchase of the items, the form of the music will be both a physical cd as well as a digital
download as they both had a close amount of votes.
Our music video will be based around relationship struggles between couples and the actors themselves will have an indie style
about them. The location of the video will be a mixture of all three built up areas, landscapes and indoor areas with a mixture of
both cold and warm colour schemes. In regards to making the digi pak and magazine advertisement, the digi pak will be created
featuring themed props because out of the people that we questioned; they preferred see a digi pak with props in. The magazine ad
will be created through using a studio and actors also because this is what most people preferred to see in a music advertisement.