Audience Research - Survey Analysis

Survey Monkey

Gender and AgeWhen looking at the results from the Survey monkey questionnaire, we found that 73% of the respondents were female. This means that, when designing and planning our promotional package we should try to make it appealing to the female audience. As it had the majority of the responses, this makes females our target audience for the package which works well due to the band we are focusing on being Paramore who are known for having a strong female audience.

We also found that the most common age group for responses was 14-17 with the next common being 18-25. This means that we are trying to appeal to a younger audience with our promotional package due to about 75% of the respondents being of a younger age (14-25), we only had one respondent who was over 50 which means that the main group to focus on will be the younger generation to get the most publicity and popularity out of the package. The younger generation are also the most likely to use technology to access music videos and albums so we should take this into consideration when designing our products for the promotional package.

Watching and StreamingOut of the 41 respondents, 34% said that the watch them daily and another 34% said at least once or twice during the week. This tells us that having a music video is very important in the selling of the artist/band as well as the song so, when designing the music video, we must make sure that it will encourage the audience to want to watch more of the videos and help sell the band we are using for the package.

When finding out about how people stream/access music videos, 76% said that the access them online through streaming sites like YouTube. This means that, when we are advertising the video and trying to get the audiences response from it, it is best to use an online streaming site as this will help us to receive the greatest amount of responses available. The audience will also expect it to be online as this not only makes it more accessible to them but is also what most artists will do when they have made a new music video.

Effective and Appealing Conventions

As we needed to find out what our audience would like in a music video, this question was one of the most important ones to ask in the survey. Through this question, we found that the most popular choice which is the most effective and appealing to the audience is a live or as live performance accompanied by a narrative storyline. We will be including this in our video as it is not only a very common aspect of the videos from the genre but it will also appeal to a much wider audience as that is what our audience has told us they want.

Some of the responses also gave us ideas about behind-the-scenes footage and exclusive content for the person watching it. This not only would make it more personal to the fans but also encourage more people to buy it due to the extra content available to them.

The respondents also mentioned how a storyline being told through the narrative makes the music video more interesting to watch and helps with interpreting what the lyrics are trying to say. We will not make this a main focus of our project due to mainly focusing on the live elements, however, we will take it into consideration when filming to keep to our target market.

What Encourages You To Watch

This question was very important to us as we not only have to create a music video but the entire promotional package - poster, video and digipak. For this reason it was very important for us to have an understanding of what would encourage a person to watch a music video.

The most common response was to have a general interest in the artist already with quite a few others saying how having teasers and promotions for it. Due to the responses we have received for this question, we will take the responses into account when promoting our artist and music video to find promotional techniques that we can use to create a higher interest in our artist and music video.

“As-live” PerformancesThe idea of an “as-live” performance is very common within his genre of music and we wanted to ask this question to see what peoples opinions on the convention were and whether we should include it in our video. A lot of the respondents said that they enjoyed watching the “as-live” performance in a video and can make it more interesting for them as it allows them to feel like they are there with the artist. Another common theme within these results was that an “as-live” performance makes the artist feel more genuine which is something commonly associated with the genre as a whole.

However, some of the respondents said about how they like/prefer a story for the video which we will have to take into consideration when we are planning the video.

Promotion and Challenging Conventions

This question has shown us that a large majority of the respondents found that the music video does contribute to the success of the song and in promoting the artist. Asking this has encouraged the idea that we have to think very carefully when planning he music video as so many people find it has a positive influence on the success of the artist and on the song.

The final questions we had allowed us to have a clear idea as to what promotional techniques work well within the rock genre to create a bigger interest in the artist. This question has shown us that people would find it interesting to watch a video that challenged the conventions of the genre. When designing our music video, we will take this into consideration and think about including something like this within the video.

Digipak designs

As the digipak is an important part of the promotional package, it was important that we found out how it adds to the increased interest of the artist and the album. The majority of respondents said that a good digipak design would encourage them to buy the album. This means that, when designing our digipak, we will have to think carefully about the layout, colour schemes and the content of our digipak to make a big impact in the interest of our digipak. It also means that we will look into what makes a digipak interesting to look at and what details we should include in our own digipak.