Friday 16th November 2012
Today we discussed how we we're going to find out who our target audience are going to be. We need to find out what interests them in the music videos and why they even listen to it to begin with. A key factor that we also need to find out is who their favourite artist is. Due to the work we had done before, we know that the easiest and cheapest way to find out all of those questions would be by conducting a questionnaire. As a group we thought it will be more then reasonable to hand out 10 questionnaires each to 5 males and 5 females. From those questionnaires we will then select the 4 that we felt we're the most successful in answering the questions and ask then to participate in our focus group. Before the lesson ended we decided that during the weekend everyone would go and think of relevant questions for the questionnaires so that on Monday’s lesson when it comes to producing the questionnaire, it won't take us that long. The time we have left will then be used to start thinking of our focus group questions and discussing which two will be up for analysing the data that we will be conducting from the questionnaire and which two will be up for analysing the data that will be collected from the focus group.
Research
Questionnaire Data
The original plan was for everyone to hand out 5 questionnaires each but because one person wasn’t in, we then had to divide it between three of us which then came to two people having 7 and one person having 6.
Here are the questionnaires that we handed out and collected back. There 20 in total.
After analysing them, these are the results that we had found:
Males
100% of Males are between the ages of 17 to 19
60% of Males said they listen to music everyday/regularly
80% of Males watch music videos
20% of Males don’t watch music videos
80% of Males watch music videos on YouTube
10% of Males watch music videos on Television
60% of Males favourite genres were RnB and Hip Hop
10% of Males favourite genres were Rock
10% of Males favourite genres were Jazz
20% of Males chose ‘other’ genres, which were country and rap
80% of Males rated RnB/Hip Hop a 10
20% of Males said SFX attracts them to music videos
20% of Males said action attracts them to music videos
20% of Males said nudity attracts them to music videos
10% of Males said dark colours attracts them to music videos
10% of Males said comedy attracts them to music videos
10% of Males said romance attracts them to music videos
10& of Males said nothing attracts them to music videos
Females
50% of Females are between the ages of 17 to 19
10% Females are between the ages 26+
30% of Females are under 16
100% of Females said they listen to music everyday/regularly
90% of Females watch music videos
10% of Females don’t watch music videos
70% of Females watch music videos on YouTube
30% of Females watch music videos on Television
70% of Females favourite genres were RnB and Hip Hop
10% of Females favourite genres were Jazz
10% of Females favourite genres were Contemporary
10% of Females favourite genres were pop
20% of Females rated RnB/Hip Hop a 10
20% of Females rated contemporary a 10
20% of Females said SFX attracts them to music videos
20% of Females said bright colours attracts them to music videos
10% of Females said sexy people attracts them to music videos
10% of Females story lines attracts them to music videos
This is our analysis from our questionnaire results.
The data collected from this will be used to help us identify questions to ask during the focus group. The focus group gives us the opportunity to ask follow up questions based on some of the answers we received from the questionnaire. The answers we received from our questionnaire allows us to find out in detail what our target market "honestly wants". For example, 20% of females said SFX attracts them to music videos; a follow up question of this would be why? What is it about SFX that grabs their attention and can there ever be too much SFX in a music video? However, only 20% of females said they like that, we have to also focus on what the 80% want. A more useful solution would be to ask follow up questions on questions such as why females like RnB and Hip Hop, because 70% of females said they liked RnB and Hip Hop. Therefore after noting down their reasons to why they like these music genres and what they expect from them, I would then need to detail their responses because it’s clearly what the majority of my target audience want. If I include their ideas to my music video, it is more likely to be successful because I’m giving my potential target audience what they want.
The data collected from this will be used to help us identify questions to ask during the focus group. The focus group gives us the opportunity to ask follow up questions based on some of the answers we received from the questionnaire. The answers we received from our questionnaire allows us to find out in detail what our target market "honestly wants". For example, 20% of females said SFX attracts them to music videos; a follow up question of this would be why? What is it about SFX that grabs their attention and can there ever be too much SFX in a music video? However, only 20% of females said they like that, we have to also focus on what the 80% want. A more useful solution would be to ask follow up questions on questions such as why females like RnB and Hip Hop, because 70% of females said they liked RnB and Hip Hop. Therefore after noting down their reasons to why they like these music genres and what they expect from them, I would then need to detail their responses because it’s clearly what the majority of my target audience want. If I include their ideas to my music video, it is more likely to be successful because I’m giving my potential target audience what they want.
Focus Group
Why do you watch music videos?
Response 1
They make me calm, they make me like want to dance, its too live.
Response 2
Because ermm… I want to know what its really about. It will make me get an idea of what is actually going on.
Response 3
If I like the song I am interested in what the music video is all about.
Response 4
It helps me connect with the artist.
What helps you connect with the artist?
Response (4)
Their style, in terms of ermm… dress sense and make up.
On average what time during the day do you watch music videos?
Response 1
Late at night around 6 – 12
Response 2
Late at night as well “Around what time?” said by focus group conductor… Around 9 – 12… Replied responder 1.
Response 3
Ermmm…. About seven I think.
Response 4
From 10 because that’s when the good stuff starts.
What attracts you to music videos?
Response 1
Body
Response 2
Comedy
Response 3
Romance
Response 4
Errrr…. I actually don’t know but I don’t really like special effects I am not a child “All Laughs”
What music genre do you like and what attracts you to that music genre?
Response 1
Anything Catchy, apart from rap
Response 2
Catchy Music
Response 3
Country because errr I don’t know it make me relaxed and just chilled out
Response 4
Electric because erm.. Its got a good beat to it and its great
Who’s your favourite artist?
Response 1
Kelly Rowland
Response 2
Lady Angelo
Response 3
Adele
From the questionnaires, we were able to gather these questions for the focus group that are in bold writing. These are the answers from the focus group that will enable me to find out further information such as why people like those artists so much and what they mostly include in their music videos. In terms of their style and appearance in their music videos, I can include there features into my music video in order to get my target audience to not only watch my music video but to also buy the track and increase the Youtube views.
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