Music Video Questionnaire Data + Evaluation Emma Sugarman + Georgia Wilson

Aims + Purpose

!   The data that we have collected was gathered via a self composed questionnaire aimed to discover what sort of features our target audience would prefer to see in our Music Video/Digipak/Advert.

!   The use of a questionnaire allows for a quick and easy way to record, format and read data.

Methods + Techniques !   We used opportunity sampling as our data collection method as it is a time

and cost effective way of obtaining willing participants that are available at the time.

!   We used a questionnaire because the data is easy to record, format and read.

!   We printed off two questionnaires so that we can tally the data on one whilst the participant is able to read the questions themselves on the other. This is to ensure that the participants fully understand the question in order to attain accurate results.

!   Explaining the purpose of the questionnaire is the first thing we introduced to the individuals who were willing to participate by reading a short script. This ensured that we had their consent, adhering to basic research ethics.

!   We also made sure that they were a fan of ambient/downtempo music that would feature in the music video – asking potential customers is the best way to acquire genuine information that we can use to my advantage to attract customers.

…continued !   Post introduction, we proceeded to ask the questions to the participants

and record their answers accordingly.

!   Although this method relies solely on the participant’s honesty and understanding of the question, we feel that using a questionnaire was the quickest and easiest route to obtaining reliable information from a large quantity of people in a short space of time.

!   This form of data is also easy to standardize because the questions are asked in the same way to every participant. It does not allow for bias or suggestiveness because it avoids the use of influential discourse features such as tag questions. It also avoids consensus because the participant cannot see other people’s selections.

!   However, the participant’s answers are always susceptible to being skewed when the researcher is present – demand characters encourage the participant to answer with what the researcher wants or expects, sometimes even to deliberately jeopardize results.

Audience Profile

Age 16-20 25%

Age 21-25 35%

Age 26-30 30%

Age 30-40 10%

What is your age?

Gender Male 65%

Gender Female 35%

What is your gender?

Employment Status Part-time work

40%

Employment Status Full-time

work 25%

Employment Status Part-time

student 10%

Employment Status Student + part-time work

25%

What is your employment status?

Residence Harlow

85%

Residence Stortford

10%

Residence Other

5%

What is your town of residence?

Audience Profile Evaluation !   Most of the results presented in the previous slide are a result of

opportunity sampling on a college campus and around town. Due to this, the sample is young and many people live locally. However, we selected our sample specifically because they are our target audience for the music video/digipak we shall create so we do not feel that this decreases the data’s reliability.

!   The data shows that the best target audience is those aged 21-25 who work part-time. This can be beneficial to us because it shows that they may have some disposable income to buy the album but also an amount of free time to watch the music video.

!   Judging by the employment status of the majority of our sample the price will be low to allow the 40% of part-time workers to be able to afford the product.

!   The data shows that 85% of the audience reside in Harlow, which means distribution methods should be located locally.

Music Video Preferences

Music purchase expendature £0-£5

60%

Music purchase expendature £6-

£10 25%

Music purchase expendature £11-

£20 15%

How much do you spend on music purchases/month?

Watching platform

TV 25%

Watching platform

PC 35%

Watching platform Tablet 10%

Watching platform Phone 30%

On which platform do you prefer to watch music

videos?

Puchase location

Net Shopping

30%

Puchase location Music stores 20%

Puchase location Superma

rkets 15%

Puchase location

N/A 35%

How/where do you typically purchase your

music albums?

Price willing to pay £2-£3

45% Price willing to pay £4-£5

40%

Price willing to pay £6-

£10 15%

How much would you be willing to pay for an ambient/downtempo

music album?

Music Video Preferences Evaluation

!   Our results show that 60% of the people we asked spend on average approximately 0-£5 on music purchases per month. This indicates that we should not overprice our album otherwise those who listen to the genre will not buy it. Also supporting this point is the results for how much they (45%) would be willing to pay for our album which was £2-£3.

!   The majority of our sample who pay for music said that they would prefer to buy their music online as many (35%) also prefer watching music videos on a PC. This means that we should format our video and digipak to be accessible/downloadable from PCs.

!   However, 35% of our sample still purchase music from supermarkets or music stores so our digipak will therefore also be available as a hardcopy.

…continued

Production elements of music vid

Props 10%

Production elements of music vid Costumes

40%

Production elements of

music vid Varied locations

35%

Production elements of music vid

Varied actors 15%

What production elements would you prefer in the music video?

VFX on album Black

+ white 25%

VFX on album Sepia

15% VFX on

album Film Grain 35%

VFX on album

Longshots 5%

VFX on album Stop

motion 20%

What sort of visual special effect would you like to see in

the video?

Album text register Formal

(informative + serious)

80%

Album text register

Informal (funny +

sarcastic + chatty) 20%

What language style would you prefer the album text to be in?

…continued !   40% of our sample said that in terms of production elements in the

video, they would prefer to see a wide variety of costumes worn by stars in the video. This may be because they have a short attention span or enjoy the music being expressed in a visual arrangement. This allows us to prepare before we begin shooting so that we can accommodate the wishes of potential audiences to increase views and positive feedback.

!   35% also said that they would like to see a extensive variety of locations within the video, also allowing us to pre-arrange transportation from one place to another prior to shooting.

!   In terms of visual special effects, 35% of our sample said that they would prefer to see a film grain effect on the video. This antique quality in ambient music videos is popular and therefore we intend to apply such an effect to our own material thus increasing familiarity for potential audiences to increase views.

!   80% of our sample said that they would like the album text to be of a formal register (informative + serious)

Visual Elements

Visual album

preference Image 1

42%

Visual album

preference Image 2

21%

Visual album

preference Image 3

37%

Which of these album covers do you prefer? V.p

reason Text 15%

V.p reason Colour

30%

V.p reason

Artwork 50%

V.p reason Other

5%

Why?

Visual advert

preference Image 1

40%

Visual advert

preference Image 2

15%

Visual advert

preference Image 3

45%

Which of these adverts do you find more appealing?

V.p advert Text 15%

V.p advert Colour

25%

V.p advert

Artwork 10%

V.p advert Image 25%

V.p advert Other (band) 25%

Why?

Visual Elements Evaluation

Our sample said that they preferred image 1. 50% due to the artwork and 30% due to the colours used. This is helpful for us because it allows us to get a sense of what sort of artwork we should have on our CD album and that the audience like calm warming colours that fit with the genre.

…continued

Our sample said out the three adverts it was image 3 that caught their eye. 75% due to either image, band or colour. This allows us insight that the audience prefer simple colouring with imaginative artwork for advertising, which we will be able to apply when making our own advert. The fact that our sample chose the third image due to the band, is perhaps due to the type face of the headline. We will therefore consider using a large font size for the artist headline to capture potential customer’s attention.

Conclusion !   As a whole, we found out from the data that we collected

many different things that will help us create our music video and advertisement.

!   These include what kind of target audience we are looking at - the younger generation - and what sort of price is appropriate for distribution because of their employment status. We also discovered where an appropriate place of distribution would be – online. This is assumedly because it is a convenient place for everyone as the internet is highly accessible in this day and age, providing you are of a western culture like our target audience. The internet also allows the music to be cheap or even free on websites such as soundcloud.com.

!   We also have a rough idea of what our audience look for in advertisements and Digipak artwork.

Proposals !   As a result of our findings, there are certain considerations that we will take

into account as we now know our target audience’s preferences, such as simple yet intriguing visual elements for the Digipak and advertising, we shall try to stick to warm, calming colours and imaginative artwork, however for the music video it will be the total opposite.

!   We have also made the decision to release the music video online and price the digipak low at £2-£3 to accommodate for our young audiences who work part-time.

!   We have decided to use a formal language register to suffice the desires of our intellectual target audience, allowing them to expand their knowledge on the artist in question.

!   We will be shooting in a variety of different locations whilst also considering any necessary preparations we need to make in terms of costume arrangements.

!   In terms of visual effects we will try to incorporate a film grain quality to the production in order to draw on the ambience of the music and to add familiarity for the audience.