Josh Robinson conducted a survey of 10 people to research the target audience for his music video. The results showed that the target audience is primarily 17-18 year old males who enjoy pop music such as Avicii. They prefer narrative music videos watched on phones and support mainstream artists. Most respondents stream music extremely or very often and want a lot of content in music videos. The survey findings will help Josh create an appealing narrative music video that the target audience will enjoy streaming.

1. Josh Robinson
Market Research – Survey Results Analysis
From using a primary research technique of carrying out a survey, I have asked 10 people 10 questions to help
me find out what the target audience of my music video will be, whether they enjoy the genre that I have
chosen, what their favourite artist is and whether this audience is interested in a lot of content to appear in
the music video. These results that I have received also allow me to know whether I should create a narrative,
conceptual or performance video to appeal to the target audience. The results of all of the questions that I
asked in my survey are below.
This primary research was useful as from
the question ‘How old are you?’ I have
found out that the answers are from a
mix of 17 and 18 year olds. These results
have allowed me to see the age of the
people I sent the survey to, and this has
led me to come to the conclusion that the
target audience that I should aim towards
when creating my music video is 17/18
year olds.
From this question in the survey, the
answers have shown me that the
majority of the people I asked were male,
with 7 males and 3 females. However,
despite these results that doesn’t mean
that I should aim the music video at only
the male target audience as the narrative
and the conventions of the genres
pop/dance usually aim towards a mixed
gender audience.

2. Josh Robinson
Market Research – Survey Results Analysis
The results from question three tell me that
the majority of people who took my survey are
unemployed with 60%, and that only 40% of
the people I asked said they were employed.
This gives the impression that they will be
more likely to stream the music on web 2.0
social sites such as YouTube and Spotify rather
than pay for physical copies of the CD from
stores, so I am able to change my music video
to appeal to the majority and convince them to
pay for the single or album.
The results of my survey have
found that the majority of those who answered it
From the results of this question I can see
that the majority of people who took my
survey like the pop genre, this is
interesting because the chosen genre our
group has chosen to follow for our music
video is pop so we are able to make the
video appropriate for the audience, with
a very popular song which is Avicii – Hey
Brother. The results also help us If we
wanted to choose a different song as the
next two favourite genre’s are Rock and
House.

3. Josh Robinson
Market Research – Survey Results Analysis
This question has been helpful as the
majority of people I asked said they
like narrative videos with 60% of the
people choosing it, the others
performance and conceptual got 40%
together. We had chosen a narrative
music video as It was popular with
our chosen genre of pop, following
Neale’s mental machinery and now
that we know that people prefer the
narrative music videos tells me that
we can continue our original plan.
From these results I have found out
that the majority of people that I
asked in my survey watch music
videos on the phone, with 50% of
people choosing the phone as their
main platform to view music videos
on, the rest of the platforms getting
either 10%/20%. Since the majority of
people who took my survey were
between 17 and 18 years old it was
expected that the phone would be
the most popular viewing platform.
These results tell me that the video
will be viewed a lot more than on
television for example as phones are
accessible throughout the day
because they are portable.

4. Josh Robinson
Market Research – Survey Results Analysis
These results from question 7 are
useful as the majority of people I
asked are into mainstream artists
rather than independent artists; also
one of the results was for Avicii,
which is useful because my chosen
song is Hey Brother by Avicii. I now
know that the audience expects a
certain type of music video since all of
the artists follow similar genres of
pop.
Question 8 has told us that 80% of
the people I asked want a lot of
content in the music video, so I now
know that my music video needs to
be interesting and with question 5
saying that most people wanted a
narrative music video tells us that the
music video is important in bringing
in the audience.

5. Josh Robinson
Market Research – Survey Results Analysis
Question 9’s results have been useful as
80% of the people I gave the survey to
purchase music in the digital format, and
20% don’t buy music in a digital format.
This tells me that I have to make my music
video to a greater standard because alot
of my audience will be focusing on the
quality of the video and the song to decide
whether or not to purchase the song
online.
Question 10 contains one of the most
useful answers as I have discovered that
60% of the people that I questioned in
my survey stream extremely often, 30%
stream very often, 10% stream slightly
often and no one doesn’t stream. This
allows me to come to the conclusion that
alot of my target audience will be either
using platforms such as Spotify or
websites like YouTube, so I now know
that the quality of my music video must
be to a high standard because close to all
of my audience will watch it on streaming
platforms
To conclude all of the answers that I received from my survey have allowed me to focus on my
music video, and from the results I now know what to add to my music video to make it more
appealing to the intended target audience that my group have decided to aim towards. Results
such as the ‘How often do you stream music online?’ and ‘What style of music video do you
prefer?’ have been particularly useful in helping me decide what to do in my video.