Questionnaire Results Presentation

1. Questionnaire Results Presentation By Sam Jewiss & Louise Heathorn

2. The method we chose to use was a questionnaire. We chose to carry out this method because it allows us insight into the views and opinions of our target audience. By gathering this information we can successfully create our media product to a high standard based on the wants & desires of our consumers.We included a variety of questions which were based on all three of our tasks: the music video, digi pack and magazine advertisement. These questions were used to gather necessary information, in which we can use the responses to help us form our media products. In addition to this, we incorporated more personal questions to help us understand our consumers. By asking such questions, it would allow us to learn whether we needed to change any aspects of our plans such as how much we would sell the product. Aims & Purposes Before we begin constructing our Music Video, Digi Pack & Magazine Ad., we conducted our own primary research – in the form of a questionnaire – to learn and get the preferences of our target audience, ensuring that our media products are successful. By carrying out the questionnaire we were able to fulfill the purpose of aims of finding out the wants and needs of our target consumers. We chose a sample of 20 people and were able to get quantitate data to further turn into easier visual aid, so we can look deeper into the results. Methodology

3. Audience Data • To gain more information on the background of our target audience, we included a question about their age. This allowed us to narrow down the age groups and find out specifically what our target age was. From the results we found that 17 people were aged 16-20 and the 3 remaining were 21-25 years old. This tells us that are target audience is young, meaning we should tailor our products for a younger audience. Additional to this, we also included older age groups, however our results show that the older generations had less interest in the type of genre we were basing our products around. • Furthermore, we included a question asking about the employment statuses of our target audience. By doing this, it allowed us insight into the financial aspects of the audience, for example whether they had any disposable income to spend on the music video and other related products. The majority of the audience we found to be full time students (10) followed by students who also had part time work (7). From this information, we can understand that selling our product at a higher price would not be a sensible idea as our target audience of students may not be able to afford expensive purchases – therefore we should sell our product at a low but reasonable price. • We conducted our questionnaire on 13 females and 7 males to give a variety of opinions from either gender. Due to the themes of the song and the lyrics, we thought that it would appeal more to a female audience, hence why we asked more girls than boys. Although asking more women than men, we still chose to question people of the male gender as asking only one gender would be a biased approach. • Another question we included in our questionnaire asked about the hometown of the target audience. By asking where people live, it allowed us to know where best to advertise our products to ensure we reach the right audience. From the bar chart, we can see that most of our advertising should occur in the Harlow area, for example on billboards and posters. Harlow had the highest amount of residence (10), but as you can see our audience does reside in other local towns, meaning we could still advertise there and reach our potential audience however focus it more in Harlow to appeal to the majority.

4. Consumption habits • The three graphs on the page show different types of purchasing habits which include when our target audience purchase music products, how much they spend per month and whether they prefer a digital download or physical purchase. • Out of all 20 of the people we asked, 18 of them bought music all year round and only 2 of them bought music on special occasions. This shows that selling our product all year round would gain more of a profit than only selling at certain times of the year. Also, selling all through out the year would also cater to the needs of the smaller section of our target audience, which likes to buy on occasions. Finally since the product would be sold all year round, means that there is more chance of more being bought and gaining a profit, successfully meeting the needs of our target audience of students. • As technology has developed and the online era is becoming more and more popular, music has been increasingly downloaded rather than bought. We asked our audience whether they would prefer to purchase a physical CD or to download the music digitally, to know what format our media product would be more successful in terms of selling. Our questionnaire, showed that the majority (11) preferred to download their music whereas the remaining participants (9) like to opt for a hard copy. This gave us insight into how we should present our product to tour target audience. • The last question we included in the questionnaire about consumption habits was about how much money an individual spent per month on music. These results show that the majority would spend £0-£10 per month were as only 6 would spend £10-£20. These results could be due to how much disposable income the individuals receive and considering the majority were full time students, it makes sense that the majority of the people would only be willing to spend £0-£10 on the product.

5. Music Video Preferences • Our music video for Fix You by Secondhand Serenade would have to be appealing to the target audience, so we asked a question based around the type of storyline that they would like to see, as everything else forms around the narrative. We asked whether they would like to see a relationship in the video, life struggles or to actually see the band playing a concert. The results showed that relationships were the most popular (10) so therefore using this information we will most probably base the storyline around a particular relationship. • As the genre of the song is acoustic, we wanted to gather peoples opinions on what style they thought would suit the genre best. We provided 3 options; clean cut/tidy, indie & laid back. Out of all three the most preferred was an indie style (10) so therefore we will look to use this as a main style but may also incorporate a laid back style as it was the next highest option with 8 people choosing it. • Additionally, we asked what type of location the target audience would prefer the music video to be set. We provided separate options, such as landscape, indoors and built up areas, however we provided the option of all three combined which came out as the most preferred (11). This will cater to all of the other people’s preferences as the music video will include aspects of each different setting, so hopefully appealing to a large audience. For our music video, we will incorporate a mixture of all three locations in order to appeal to our target audience, making a successful media product. • For the last part of questionnaire about aspects of our music video, we wanted to know what type of colour scheme people would prefer in the music video. As we have the creative ability to edit the video including affects and the colour scheme, we thought this would be an appropriate question. The two highest results were the same with warm tones and cold tones, having a total of 6 votes each. As these were the highest we have decided to incorporate them within our video, showing them equally, as they would appeal to the majority of our target audience.

6. Music Preferences cont. • In addition to the music video, we have ancillary tasks of creating a digi pack and magazine advertisement. We included questions in our primary research about these tasks to gain further insight into what would be most successful in terms of the media products. • One of the questions we asked was what album cover they preferred, providing images of existing covers. We picked album covers with particular styles, for example ones focusing on props, digitally created, location or featuring an artist/actor. The most popular was theme/props (8) so therefore when it comes to creating our own our emphasis will be placed more on the props that are featured. Furthermore, we followed this question up with another question asking the reason for choice. We found that indeed the image/prop was the most appealing (8) and this was closely followed by colour (7) which we will consider carefully when creating our work. • With our music video and album cover questions asked, we were only left to ask what people would like to see on a magazine advertisement for our music product. The choices we gave were created from scratch, studio/actors or props. Out of all three the most popular choice was a magazine advertisement based with a studio/actor theme. When asking why people decided they liked this design the most, there were three main contributors. These were the colour (6), the layout (5) and the image/prop (8). • From all of the results, we are going to go with what is most popular amongst the target audience, therefore we will most likely use a studio and actors for our magazine advertisement , which would be more noticeable when advertising, as we stuck to what our target audience wants.

7. Conclusion From looking at our audience data, we can conclude that our target audience consists on mainly females from the age group of 16-20 years old. This means that our product will be made to appeal to their nature, however we must take into account that there is also a proportion of people of the male gender & also people outside of the target age group.We gathered information about the consumption habits which gave us an idea of when we would sell the product and how much for, taking into consideration of the employment statuses of the consumers. By doing this we know what to plan for the selling of our music purchase, allowing us to make a suitable profit. Also from this we were able to gather what we would be better off selling eg, a CD or digital download.We asked a variety of questions to learn what the audience would want to see in a music video, ranging from location to actors style to a colour scheme. By this we can make sure our product is the most appealing it can be. Also looking into what types of advertisements and album covers people preferred, we are able to see what would promote our product the most. Proposal After completing our questionnaire, interpreting our results and analysing them through the use of charts and graphs, we have gained a better understanding of what our target audience would want from the media products that we are creating. From this method of primary research, we will create a music video, digipack and magazine advertisement tailored to the needs and demands of the consumer. We have given the opportunity to others to tell us what they want to see, and we aim to provide this within our work to achieve the most successful media product we can. We will make sure we make our products accessible to our audience and appeal to their needs, such as creating a video with the style they like most and taking inspiration from similar style models that they enjoy the most. Overall, after this primary research we are going to use our new found knowledge to our advantage and create something that will be successful in the media market, giving the consumers what they want.