- The market research report surveyed 20 respondents about their music listening and music video watching habits. - 55% of respondents reported listening to music all the time, higher than expected, while only 10% watch music videos majority of the time. - The most popular genres were indie and rock, not pop as expected, and YouTube was overwhelmingly the preferred way to watch music videos. - Respondents indicated live performances and narratives were the most popular types of music videos.

1. Report of Market Research

2. These were just basic and general questions to find out which genders/age groups were answering the survey. With
this is mind, the gender and age of a person could potentially have a different effect on the overall answers of the
survey. For example, stereotypically speaking, a female around the age of 17 may listen to more ‘indie’ music rather
than classic rock or country whereas an older man would, most likely, listen to those genres.

3. This question was to
introduce the respondent into what I
was researching, for example, I was
making them aware of the fact that the
survey would involve music-related
questions.
This question was vital to
my research. If people didn’t listen to
music, there was a strong chance they
wouldn’t watch music videos which
would make the rest of the survey
pointless to them. However, ALL 20
respondents said they do listen to
music from “Often to All The Time”.
Surprisingly, 55% of the respondents
actually said they listen to music “All
The Time” which was unexpected. I
myself listen to music the majority of
the time and a few others I know do
to, so it was interesting for me to find
out that over half of my respondents
listen to music all the time!

4. This question relates to the
previous one. I wanted to find out which
type of genre was most popular, which
could narrow down my genre/track for my
own music video.
What interested me most
about the answers to this was that “Pop”,
shortened from popular, was only 35% of
ALL respondents. I would have expected
this to have at least over 75% as its seen
as the most popular type, generically
speaking. However, the two top genres
were indie and rock, which were another
surprise.
In the ‘Other’ comment box,
two respondents stated 2 other genres,
these being: funk rock, drum and
bass/electronic.

5. This was another vital
question that required accurate
answers. The question was narrow
down how often people watch
music videos.
A total of 2 people out
of a possible 20, said they watch
music videos the ‘majority of the
time’. Considering 55% of the
respondents said that they listen
to music “All The Time”, I would
have expected at leas 40% of them
to watch music videos the majority
of the time too. However, seeing as
that isn’t the case that only 50% of
the respondents don’t watch music
videos ‘much’ suggests that people
are more for the music rather than
the visuals.

6. This question was also vital. It
showed which is the best way for people o
watch music videos. ALL respondents said
that social networking and video
streaming site, YouTube, was the best or
easiest way to watch music videos. In
addition to this, 50% of the respondents
also said that TV was the second easiest
way. With there being a 10% or 5% of
respondents watching music videos on
iTunes/Vevo, makes it clear tat these are
the less popular ways. Therefore, if this
music video was professional, then
YouTube and TV is the best way to display
it.

7. This question enabled me to
narrow down the most popular types of
music videos and which would be the
best for my own music video. At least ¾
of the respondents stated that a live
performance and narrative is the most
popular. Therefore, we decided that the
majority of our video would flick
between the two. In addition to this, as
45% also said conceptual imagery was
the third most popular thing to see, we
also decided to have some conceptual
shots in there too.
In the ‘Other’ comment,
one respondent said that using natural
things would also be an interesting thing
to see in a video such as botanical
gardens or wildlife.

8. This question was just an
interest question. I wanted to see if
people thought music videos would
contribute to the success of an
album/single. As 80% of the
respondents said ‘Yes’ and that it does
contribute, then it suggests to me that
the music video has to link and
connect with the song as well as look
good.

9. 17 responded to the question out of 20, only 16 answers are shown as 1 answer was
inappropriate. The remaining 3 skipped the question.
“I believe it's important to suit the song, as sometimes music
videos can be too complicated and some times less is more, (a
good example of this is ‘Bittersweet Symphony by The Verve’),
minimalism doesn't necessarily restrict creativity, for example the
videos to ‘Allors On Danse by Stromae’ and ‘Always by Blink-182’
are relatively simple story-lines with limited settings but are
very effective music videos. However a more dramatic song
could warrant a gripping storyline that engrosses the viewer,
(Hold On by Twin Atlantic is a good example of this). Often pop
music can be less serious and may suit a more comedic video
(for example Best Song Ever by One Direction).”
Out of all the answers, this was the most
interesting. They said that the music video needs to suit
the song and genre. For example, they said that ‘Always
by Blink 182’ video has a simple storyline with limited
setting but at the same time is very effective. As well as
this, they also said that a dramatic song should have a
gripping storyline that entices the viewer whereas a pop
song should be more comical.
Other than this comment, the majority of
the comments stated that the video should relate to the
song and the lyrics and also having the actual artist
featured in the video.

10. 17 responded to the question out of 20, only 16 answers are shown as 1 answer
was inappropriate. The remaining 3 skipped the question.
What was interesting about this question, is
that 3 of the answers said the same video, The 1975
‘Robbers’. After watching the video myself, I actually
thought it was a very good and thought out video. It
follows a could storyline, features the artists, has
elements of performance and links with the song, which is
what many of the respondents stated in the previous
question.
In addition to this, the majority of the
answers actually state indie videos more than anything
else. This suggests that indie videos are perhaps more
popular, thought out and overall better than other videos.