Target Audience Research

For my target audience research, I decided to make a set of 10 questions which I will ask people that fit into my target audience to answer, I will do this using Google forms. I chose to use a questionnaire because I think the data will be easy to gather and summarise. The purpose of this target audience research is for me to find out more information about my target audience's likes and dislikes so I can aim to create a music video that will appeal to my audience and therefore be successful. My chosen genre is R&B so the majority of my questions are related to this genre. I also decided to ask a mixture of both open and closed questions in order to gather a wide range of information about my target audience. 

Demographics and Psychographics

The target audience for our opening sequence is mostly the younger generation so teenagers and young adults of any gender. Our target audience will be Generation Y and Generation Z. According to the Socio-Economic model, our music video will appeal to Group E (students) in particular and the other groups as young adults are in many different jobs. As for psychographics, our music video will be aimed at Explorers, Strugglers and Reformers. 

Questionnaire Questions

Closed Questions

1. How familiar are you with the genre of R&B? 
2. How often do you listen to R&B?
3. How old are you?
4. How often do you watch music videos?
5. What genre of music is your least favourite?

Open Questions

1. If narrative, what kind of narrative would you like to see in a music video?
2. What are you're top three favourite R&B music videos?
3. What makes a good music video?
4. What kinds of things do you expect to see in an R&B music video?
5. What is your favourite style of music video and why? (Performance, Narrative, Concept, Intertextuality or In Concert/Live Performance)

Questionnaire Results

Overall, I got a total of  12 responses for both questionnaires (the one with open questions and the one with closed questions) and I decided to summarise the results using a range of pie charts and graphs to accurately present my findings and how they will influence the planning of my final product. 

Results for Open Questions 

In the case of my Open Questions, the data I collected was qualitative meaning that it would be hard to represent using pie charts or graphs so instead I will just provide screenshots of the responses from my Google Form. 

1. If narrative, what kind of narrative would you like to see in a music video? 

2. What are your top 3 favourite music videos?

3. What makes a good music video? 

4. What kinds of things do you expect to see in an R&B music video? 

5. What is your favourite style of music video and why? (Performance, Intertextuality, Narrative, Concept or In Concert/Live Performance)













Results for Closed Questions 

The data that I gathered from my closed questions was quantitative and therefore easier to summarise using pie charts and graphs. 

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I have concluded that from the results of my open questions, R&B is a popular genre within my target audience as 4/5 people said that was their favourite genre as it was more interesting than other styles of music video which also allows for important messages to be communicated through the video. Referring to our music video, this important message being communicated would be mental health. This is really important as we want to be producing a music video that our audience will enjoy and be interested in. When asked what they expected in an R&B music video most of my target audience said that they would expect expensive cars, celebrities and women (meaning the male gaze would be present). This was an important finding in the sense that our music video will go against the typical conventions of the genre which we hope will make our video unique and interesting to watch. Another question about audience's favourite music videos showed that most of their chosen videos were by mostly R&B artists similar to Logic meaning that our music video will be watched by our audience.  Many of our target audience also said that they would enjoy and look for a narrative music video with a thought provoking and emotional story behind it; this is really important as these are elements that we are including in our music video which ensures that it will be successful. My closed questions didn't allow for much detail in terms of answers but what I did gain from the closed questions was that it would  be correct to assume that my audience are very familiar with the genre of R&B and will like our music video and what it consists of.