Market Research Survey Results

This survey was conducted via surveymonkey.com to collect quantitative data about people’s opinions on various qualities of music videos. I created an online questionnaire which I then sent to 12 people via email. The questionnaire was sent to mainly 17 - 18 year olds in my college year, both male and female. The answers collected from this questionnaire will be used to help create an appropriate music video for our A2 media

course work.

In total, the questionnaire was sent to 12 people via email and web-link. The majority of the people asked appeared to be male,with 7 male and 5 female participants. This means that most of my data will be biased towards a male audience. However, the almost even split will allow me to have gathered information of opinions of both genders. I tried to keep the number of males and females similar as we are planning on aiming our music video towards both genders so

gathering both males and female opinions are vital to creating a successful music video.

All 12 of the participants involved in this market research were between the ages of 17-18. Due to this, we are planning to set our target audiences for our music video towards teenagers between the ages of 17-18. This is also ideal as it is our own age range and so it will be easier to make decisions based on our target audiences insights and opinions.

I asked the participants how often they watched music videos, and the results shown that 7 people occasionally viewed music videos, 4 watched them quite frequently and 1 person doesn't view any music videos at all. With only one person not viewing music videos, and with the vast majority occasionally viewing them, the results of the questionnaire are mostly valid as the audience are able to answer questions appropriately allowing their opinions to contribute to the making of our

music video, tailored around their preferences.

The next question I asked the participant is what their preferred music genre/genres are to get an insight into what genre of song to choose for the video. The most popular genres included Indie/alternative with 11 votes, rock with 9 votes and house with 7 votes. Based on this market research, my group and I decided upon an indie-rock genre song for the music video, Sweet Disposition by The

Temper Trap. This song will be well suited to the preferred music taste of my market research, due to being a song of the indie rock genre.

When asked about their preferred style of music video, the majority of the participants stated that a narrative style with a story within the video was preferred (8 votes) followed by a conceptual style, having a moral to the video (4 votes). However, 0 participants chose their preferred style to be performance. Due to this information, we have decided to create a music video mainly based on a narrative style, having a storyline showing the friendship of a group of friends, as well as incorporating a conceptual message of the innocence of youth.

We decided to not involve any aspect of the performance style based on our market research, due to the lack of preference.

The vast majority of the participant involved in completing this questionnaire stated that their preferred platform to view music videos was via YouTube (11) followed by music videos being shared on social media platforms such as Facebook and Twitter (5) and only 2 participants using the television. We aim to upload our completed music video onto YouTube and share it via social media to

our friends as well as the public, in order to get the video out there and viewed by our target audience.

Based on the opinions of the participants, the

preferred length of a music video is between 3:30 - 4:30 minutes (11) with one participant preferring a longer 6 minute plus video and no participants preferring a short 2-3 minute video. Due to this, we aim to keep our music video around 4 minutes long, as the song itself is an ideal time of 3:52 minutes long. This will allow us to keep the music video short enough to keep attention of the viewer, but long enough to include enough footage to make the video aesthetically pleasing to the target audience.

There was a varied response to what qualities the participants preferred within a music video due to each viewers personal preference. I organised these questions into pairs and threes to make the decisions of which qualities to include easier. When asked on the speed of the clips, busy and fast moving clips appeared more popular (5) than slower moving clips(4). The participants also preferred more scenic shots (8) as opposed to storyline focused clips (3). They also shown to preferred brighter, vivid colours (5) than dimmer colours or a black and white effect (3). And the used of just a couple characters was overall most preferred character (7) than lots/no characters. We aim to include the most popular choices in our music video.

With 10 votes each, most participants hear about new music videos through word of mouth and social media websites (Twitter, Facebook ect). This was closely followed by coming direct from the artist themselves via social media (7) and through YouTube’s suggested videos (6). When distributing our music video, we will aim to use social media as a main method due to the popular use, as well as using word of mouth to maximise views.