Holly Taylor

Market Research Questionnaire Analysis

The purpose of my survey was to present questions to discover what my potential target audience would be most interested in seeing in a music video and to also discover what I could feature in my own music video that has been featured in other media texts that my target audience finds most engaging and interesting. I distributed my survey via email link to ten participants whose responses I would need in order to establish what I would feature in my music video; these participants included six females and four males. Once they had completed their survey I correlated the results on graphs and pie charts in order to see my results easier and to determine what my participants would be most interested in. Through using graphs and pie charts, I was able to compare and contrast my results and so I was able to determine what I was to include in my music video to attract my target audience.

18-24 25-34 35-44 45-54 55-64 65-74 75 or older

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Age

Male40%

Female60%

Gender From this pie chart, I have determined that the majority of participants I surveyed are females; therefore my music video’s contents will be more so influenced by the female responses.

I mainly surveyed the age group of 18-24 year olds as they are my particular target demographic, who I aim to attract to watch my music video and so I was mainly interested in their responses. However, I also surveyed people from the 35-44, 45-54 and 55-64 age demographic, this is because I wanted a variety of responses and also as the song for my music video is a popular song from the 80’s- Girlfriend in a Coma by The Smiths, I was interested in the responses of older people as they could be attracted to the music video because of the track accompanying it and so I wanted opinions from other age groups so that I could cater my music video to also attract them to find the video entertaining.

Holly Taylor

Rock Pop Rap R&B Classi-cal

Pop Punk

Classi-cal

Rock

Blues Indie Alter-native

Preferred Genre

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0.10.30.50.70.91.11.31.51.71.9

Preferred Genre

Every Day33%

2-5 times a week33%

Couple times a month33%

How often do you watch music videos?

What do you like to see in music videos? e.g. the band participating in the narrative.

Response one: Something that's makes me smile

Response two: I like to see good varied shot types and an interesting narrative

Response three: a story that fits the lyrics

Response four: Good dynamic dance routine

Response five: The band participating in the narrative, or a good performance

Response six: the band participating in the narrative, thought provoking shots, good narrative

Response seven: I like to see the band participating in the narrative

Response eight: Elements of bands participating

Response nine: A strong narrative behind the music video which corresponds to the music lyrically

Response ten: performance, crowd scenes, fun things

From this graph I have concluded that the most popular genres are: rock, pop, classic rock and indie alternative. The song I have chosen to create a music video to is considered to be an Indie Pop song, therefore my song appeals to the people who have chosen these genres in particular. People who have chosen the other genres, such as: classical rock, would also be interested in my music video as The Smiths can be considered quite a classic rock band.

From this graph I can conclude that the majority of people watch music videos every day, with 34% of people opting to choose the everyday option. Consequently, I can now create my music video knowing that the majority of people I had surveyed would be interested in watching it.

From

Holly Taylor

From the responses to this particular question, I have managed to gain an insight in to what my target audience would find most interesting to watch in a music video. For example, I have established that most of the participants in my survey are interested in a good narrative along with good varied shot types. And so, I intend to apply the narrative aspect in my music video along with the good varied shot types to intrigue my target audience so that they find my music video particularly interesting. The good narrative aspect I have applied to the ideas aspect of my music video, as I have incorporated the idea of someone being a figment of another person’s imagination, which will be explored through the narrative of my music video.

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What do you like to see in music videos?

What do you like to see in music videos?

Holly Taylor

Per-for-

mance

Narrative Conceptual0%

10%20%30%40%50%60%70%80%90%

100%

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Preferred choice of music video

Preferred choice of music video

Youtube

Television music channels

itunes

Artist's website

5% 15% 25% 35% 45% 55% 65% 75% 85% 95%Youtube Television mu-

sic channelsitunes Artist's website

Where do you most often view music videos?

5 5 0 0

Where do you most often view music videos?

The most common response for the participants preferred choice of music video was narrative. This is a positive response as my video that I am in the process of filming is completely narrative, without any performance elements in the video. The conceptual aspect of a music video was one of the least popular of the three options and so we have chosen to not incorporate a conceptual style to our music video as we intend to explain the “figment of his imagination” aspect of the music video towards the end where we will feature a rewind of all the events and show him to have imagined his girlfriend being present the whole time throughout the narrative.

Through the responses to this particular question, I have established that all of my participants consume music videos through the means of the social platform of: YouTube as well as in a more traditional way, which is the form of watching music videos on television channels entirely dedicated to exhibiting music videos. The participants avoid watching music videos on other social sites such as itunes, because they have to pay to watch the complete version of a music video. The participants opted for YouTube as if they didn’t know what song to listen to next, there is a list of relatable suggestions alongside the music video they will have just seen which opens their interest in different artist’s music as well as other genres. Participants also chose television channels because they are easily accessible and also you can record certain episodes such as ones dedicated to a particular artist’s discography, and have their videos easily accessible to view whenever they want to. Also on music channels there are particular channels that are dedicated to particular genres of music, such as Kerrang! Music channel being entirely dedicated to play the music videos of bands such as Green Day & blink-182.

Holly Taylor

What is your favourite music video and why?

Response one:

Blink 182 All the Small Things it makes me laugh

Response two:

The Cure- Boys Don't Cry. Because I think it is inventive with the shadows of the actual band members.

Response three:

First Date by Blink 182 because of the humour

Response four:

Cha cha slide- Really good song to dance to!

Response five:

Take That - Said It All because I like the band and I find the video emotive and engaging because of the cinematography and the narrative.

Response six:The 1975 - girls - contrast in bands usual image and use of intertextual references. Thirty seconds to mars - the kill - use of pastiche of the shining.

Response seven:

ED sheeran- thinking out loud. This is because I like the dance routine and how the artist is involved in it.

Response eight:

Sam Smith - I'm not the only one because of the strong narrative

Response nine:

Bon Jovi - Living on a prayer because I like the cinematography that is used.

Response ten:

Uptown funk - Bruno mars because I like the choreography of the routine the artist performs

blink-182 All the Small things.; 1

The Cure Boys Don't Cry; 1

First Date blink-182; 1

Cha Cha Slide ; 1

Take That Said it All; 1

The 1975 Girls; 1

Ed Sheeran Thinking out

Loud; 1

Sam Smith - I'm Not the

Only One.; 1

Bon Jovi Living on a Prayer; 1

From this data, I have established what the participants find most interesting in regards to music videos and therefore what elements can make a music video their favourite one. For example, the most popular band’s music videos were the pop punk band: blink-182. Their music videos were chosen twice as options with one of the participants choosing the video for All the Small Things because the video made the participant laugh, another participant chose blink-182’s First Date video, as they also appreciated the humour of the video and cited this as their main reason for choosing this video. For my music video, we will try to include humorous elements, but we don’t want to include too much humorous elements as we don’t want to undermine the seriousness of our narrative. Some of the other participants chose videos such as Thirty Seconds to Mars’ – The Kill and cited the pastiche of Stanley Kubrick’s – The Shining as their main reason for enjoying the music video. I have therefore included a pastiche of David Fincher’s film- Fight Club with the figment of someone’s imagination character.

These results show how the majority of participants are interested in the band/artist performing or partaking in the narrative of the music video. I have included this in my music video slightly, the characters in the music video don’t particularly perform in the narrative, but, the lead male character in the music video can be considered as the artist partaking in the narrative. Only one participant chose the option of the mise en scene as their main interest in music videos, I will therefore pay particular interest in the music video to convey some sort of meaning, for example, dressing the female character in white clothing to symbolise a heavenly aspect to relate with the narrative.

Holly Taylor

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Do you enjoy special effects in music videos? E.g black and white filter.

YesNo

Mise en scene

The band/artist performing or partaking in the narrative

Other

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9

What part of a music video is more interesting for you to watch?

What part of a music video is more interesting for you to watch?

From the results of this I can establish that the participants of my questionnaire are particularly interested in special effects. I will therefore include the special effect of a rewind of events to then show the narrative from the reality perspective of the audience looking in on the relationship. I will also include transitions such as ones with a dissolve effect on them so that there is an idyllic feel to the music video.

In conclusion, I intend to use the results I have collected from my market research questionnaire and apply them to my music video. By applying these results to my music video, I will be able to target it to my particular target audience, such as by applying special effects to my music video and also by having a predominately narrative music video. The results provided me with some knowledge on what people like to see in music videos such as the participants finding watching the characters participating in the narrative of the music videos and so I intend to make this a key element of my music video.