Task 4: Audience Research

I handed out this questionnaire to people who were also producing music videos to complete to produce some audience research on what people like about music videos. I also handed some copies out to people who were not making videos in case there was bias in the class as people may just vote for what is most similar to their video.

Audience Questionnaire

(Circle where appropriate)

1.How often do you watch music videos?

• Whenever I go on the internet
• Only when I’m interested in the artist
• Whenever everyone is talking about a specific music video/artist
• Only listen to the music, don't watch the videos that much
• Never
• Other

If other, please specify__________________________________________________

2. Do you like music videos that are long and have a story to them?

• No, I think they're annoying and a waste of time
• Yes, I like music videos that also show a story and are entertaining
  

3. Do you like it when music videos have a direct reference to the meaning of the song or when they are totally abstract and different?

• When they have a direct reference
• Abstract and different
  

4. Do you think music videos are becoming more relevant or more irrelevant?

• Relevant
• Irrelevant

5. Where do you mostly view music videos?

• Youtube/other video platforms
• Facebook, Twitter/other social media platforms
• TV (music channels)
• Other

If other, please specify____________________________________________________

6. What are your favourite types of music videos?

• Pop
• Rock
• R’n’B
• Rap
• Comical
• Metal
• Other

If other, please specify________________________________________________________

7. Do you like it when music videos contain product placement?

• Yes
• No
• Don't care
• Don't know what product placement is

I also researched a target audience through existing categories made by both Young & Rubicam and Mosaic.

My target audience according to Young and Rubicam, I think, would be Mainstreamers as fans of this type of music (genre) fit into this category. These individuals seek security and acceptance. Likewise my target audience could fit into the 'Aspirers' category, as they too seek status.They can sometimes be materialistic and would definitely purchase a lot of merchandise from their favourite artists and their CDs also. They are conformist and so would fit into this category perfectly as popular 'pop'  artists often fill spaces in the Top 20 and by liking these artists they are conforming to liking the most popular thing. They are also sentimental and so would also opt for buying the physical CDs and official merchandise of the artist as they would like to remain loyal to the artist. A lot of their money would go to big saving brands such as 2for1deals on washing powder and shops such as Aldi, Asda and Sainsbury's. Although trying to save money they would splash out on big fashion brands. They would wear clothing brands such as Converse and Adidas as it is very mainstream and popular. They would probably be more left-wing and vote 'stay' in the EU Referendum and most likely also vote for Hilary Clinton in the 2016 US Election.

Mosaic would possibly define this type of person as fitting in their 062 category: Central Pulse. "Entertainment-seeking youngsters renting city centre flats in vibrant locations close to jobs and night life" is the description Mosaic gives people in this category and I think this would fit well with the target audience of my music video as these people would try and live closer to work opportunities as well as wanting to be close to the night life. They will often be young students or recent students that are trying to save money but at the same time spend an extraordinary amount on alcohol on nights out.