Questionnaire Results & Analysis

Since I created my questionnaire last week, I have 15 results that are very helpful.

Questions 1 and 2 have provided me with information about the demographic of my target audience. Firstly, my target audience is mixed in gender, with just over half (53.3%) being male and the rest being female. In addition, my target audience is very young with the majority belonging to the 15-24 age group and only two belonging to the 25-34 age group. This may be because younger people invest more time on social networking sites such as YouTube and Twitter, where music videos are commonly shared. Also, a lot of young people idolise artists and as a result watch their music videos.










The next question is the first of many that informs about the psychographic of my target audience, where this one focuses on preferred genres of music. I have found that the favourite genre of music within my target audience is hip-hop, so I am likely to create a music video from this genre. This was followed by electronic, RnB, garage and techno genres. It is also interesting to note that some people used the 'Other' option to include grime as one of their favourite genres. I hadn't considered this genre thus far, so it might be helpful to explore it more.



















The next question asks about the demographic group most represented in music videos of my audience's favourite genres:























The majority of answers mention youth, so I know that my video will definitely have to represent young people in order to make the audience comfortable as they are familiar with this representation. Some answers mention the ethnicity of the group most represented, such as 'white women', 'black teenagers', 'minorities', 'black youth' and 'youth - black and white'. From this I learn that there is a mixture of different ethnicities represented in real products. In addition, two people have said 'working class' and one 'middle class', suggesting that wealth isn't particularly flaunted or associated with the demographic represented.

I found out the reasons why my target audience thinks this is in my next question:

The answers of this question are structured to link with the answer in the previous question, which helps me make more sense of both questions. For example, the first person to take the questionnaire said that 'white females' are the most frequently represented demographic group in the previous question, and stated why in his answer of this question, 'because women are most sexualised and objectified'. The information I have received from this question will be helpful to me when casting performers for my video.

The next question asks about the favourite style of music video amongst my target audience, where performance videos have been most popular. This means that I would be satisfying most of my audience's needs if my video is performance based.




I found out what aspects of music videos are the most important for my audience with the next question, where location and interesting editing have been jointly voted the most important element. This means that during the pre-production stages I will choose the location of my music video carefully, as well as research editing techniques that I can include. The joint second most important aspects are costume and set design/theme, so it is important for me to also consider both of these during the planning for my video in order to maintain the interest of my audience.

The next two questions refer to the actions in music videos. The answers from the first question reveals that the majority (80%) of people prefer the actions of the video to match the beat of the song, so I will definitely make sure to match the actions with the beat. The next reveals that most of my audience doesn't have any preference about the actions matching the lyrics, so it isn't an aspect I need to focus on so carefully.








The last question asks my target audience if they prefer music videos to have a certain theme, where people either answered yes or no and gave their reasons. From the results, I have learnt that themes are popular. This information is useful as some people have given examples to real media products such as Kendrick Lamar's Alright music video and Beyonce's Why Don't You Love Me.

Questionnaire

Sticking to the schedule I recently created, I have spent my study period creating this questionnaire for my target audience. It's important for me to research my audience's needs as it will help me to create a video that is more likely to be successful. A questionnaire is an efficient way to obtain feedback from my target audience, as it is a method of primary research therefore it has been designed by me to gain the specific information I need. It is a form of demographic and psychographic research that also allows me to have more of a connection with my audience, as there are options that require written answers, meaning that my audience has the opportunity for their opinions to be heard. This is something that consumers don't often get in regards to larger brands, as they usually would not use questionnaires in their marketing strategies. 

Below shows the live form of my questionnaire.

I have asked questions that will help me to understand the target audience I must focus on. The first two questions will provide me with information about the demographic of my audience, as I will be discovering their age and gender. The next questions inform me of the psychographics of my audience, as I will be learning about their interests, values and beliefs.

I used Google forms to create this questionnaire, which was an application I had never used before however it was very convenient and easy to navigate and design the exact questions I wanted to ask. 

I was able to make the questionnaire in a short space of time and it also provided me with a shortcut link to share the questionnaire:

As it is a part of Google, I can access this on my mobile which means that I will be able to simply send the link in a text message where my target audience can easily access and fill out the questionnaire on their mobile phones at the click of a button. This will allow me to access results from a range of different people, rather than a group of friends who are more likely to have the similar interests and provide me with similar information. Also, I was originally planning on having to print out the questionnaire and hand it out to people in my free period tomorrow, so this will help with time management as it is saving time. However, I am still going to collect the information next Tuesday as planned, as this will allow more time to obtain results.

Demographic & Psychographic Research

Demographic research shows "market segmentation according to age, race, religion, gender, family size, ethnicity, income and education. Demographics can be segmented into several markets to help an organization target its consumers more accurately." - http://study.com/academy/lesson/what-is-demographic-segmentation-in-marketing-definition-advantages-disadvantages.html 

Psychographic research is "the study of personality, values, opinions, attitudes, interests and lifestyles. Because this area of research focuses on interests, attitudes and opinions, psychographic factors are also called IAO variables." - https://en.wikipedia.org/wiki/Psychographic

It is important for me to know these two types of research and understand the difference between the two as I have scheduled to create my questionnaire tomorrow so I will need to design it so that I obtain information about both the demographic and psychographic of my audience. This will help me understand my audience better and ultimately produce a product that fulfills their needs.

Time Management - Schedule

To keep organised throughout this project it is a good idea to keep a schedule of what needs to be done next. Now that I have decided what free periods I will dedicate to working on my media coursework, I am going to create a schedule of what needs to be completed in the next couple hours.

23/9/15
My study period on this day is one of the extra hours I have decided to devote to media work. This week, I am going to use this hour to create a questionnaire for my target audience to fill out, to help me get a better understanding of their needs.

24/9/15
In my free period on this day, I am going to spend time giving out my completed questionnaire for people to fill out.

29/9/15
On this day I have a free period before my media lesson, where I will analyse my questionnaire results and the information I learn about my target group. As I have a lesson after this, I will have two hours to complete this task efficiently, if needed.

Time Management - My Timetable

Above is an image of my school timetable, so that I can see what free periods I have to decide which ones to dedicate to media work. I would like to dedicate two extra hours of my free periods to spend time on my project.

On Wednesday week 1 period 2, I have a study period which I can spend working on my media coursework. This is convenient as it is after my set media lesson at 9am, so I will already be in the media lab and can continue with work that I started in the lesson. On Thursday week 1 period 3 I have a free period before my media lesson at 12:15 that I will spend doing media work before the lesson begins.

On Tuesday week 2, I have periods 1 and 3 free, which is before and after my media lesson in period 2. This means that I can decide whether I would prefer to start working before my lesson, or to continue working on what I started in the lesson afterwards. On Friday week 2 period 3, I have a study period before my lesson at 12:15, so I will spend this hour working on my coursework before the lesson.

Music Video History

Wikipedia definition: "A music video or song video is a short film integrating a song and imagery, produced for promotional or artistic purposes. Modern music videos are primarily made and used as a marketing device intended to promote the sale of music recordings."

Music videos date back to when they first appeared as musical short films in the 1920s, however they become popular in the 1980s when U.S. video channel MTV launched, which began an era of 24-hour-a-day music on television. This allowed music videos to play a key role in popular music marketing by the mid-1980s. Many popular artists of this period, such as Duran Duran and Madonna, owe much of their success to the skillful construction and seductive appeal of their videos.

During this time, the nearly 14-minute-long video for Michael Jackson's 'Thriller' was released in 1983. It is said to be the most successful, influential and iconic music video of all time, and set new standards for production, having cost US$800,000 to film. Prior to Jackson's success, videos by African-American artists were rarely played on MTV, however this video, along with Jackson's earlier videos for songs 'Billie Jean' and 'Beat It', played a prominent role in getting music videos by African American artists played on MTV.

In 1983, Country Music Television (CMT) was launched, followed by The Canadian music channel MuchMusic which was launched in 1984. In 1984, MTV also launched the MTV Video Music Awards (VMA's), an annual awards event that continues to highlight MTV's importance in the music industry. In 1985, MTV launched the channel VH1, which featured softer music and aimed at an older demographic than MTV. MTV became an internationally known company when MTV Europe was launched in 1987, and MTV Asia in 1991. The launch of The Chart Show on Channel 4 in 1986 was another important development in music videos. This was a program which consisted entirely of music videos without presenters, and was the only outlet many videos had on British TV at the time.

Since the creation and increased popularity of YouTube, mainstream artists now promote new music videos by releasing trailers of short promos on the site for their upcoming song and music video. Consequentially, YouTube has been converted into a social media platform for celebrities and artists to market themselves to their fans and audiences.






https://books.google.co.uk/books?id=AaYGCyOtjwMC&pg=PT220&lpg=PT220&dq=a+tribe+called+quest+oh+my+god+music+video&source=bl&ots=7JLhBSz5J3&sig=qUQMVEQioQGHNuQ3S2pk73OB_Nc&hl=en&sa=X&ved=0ahUKEwiTyOWXqMrKAhVCuRoKHck3Bds4ChDoAQgkMAA#v=onepage&q=a%20tribe%20called%20quest%20oh%20my%20god%20music%20video&f=false


https://books.google.co.uk/books?id=IF4EAAAAMBAJ&pg=PA70&lpg=PA70&dq=budget+of+a+tribe+called+quest+music+videos&source=bl&ots=BXSyLSdbi6&sig=e7lzihKPz_XXvVuniA07dQzF3gA&hl=en&sa=X&ved=0ahUKEwjStKPlrMrKAhXJthQKHe5DD7gQ6AEIMjAD#v=onepage&q=budget%20of%20a%20tribe%20called%20quest%20music%20videos&f=false

Music Video Institutions

Music video institutions are companies who help produce and fund music videos for their signed music artists. As an audience with an interest in music videos, we watch them nearly every day as we are intrigued to see what new videos are starting trends on YouTube. It also gives us the opportunity to view our favourite artists. This brings profit for the companies. I have conducted some research on music video institutions such as EMI Music, Sony Music, Universal Music Group and Warner Music Group.

EMI Music

• One of the world’s leading music companies, as it home to some of the most successful and well known recording artists. (These artists include Lily Allen, Bat For Lashes, The Beatles, Beastie Boys, LukeBryan, Coldplay, Depeche Mode, Gorillaz, David Guetta, Iron Maiden, Norah Jones, Lady Antebellum, MassiveAttack, Kylie Minogue, Katy Perry, Pink Floyd, Corinne Bailey Rae, Sir Simon Rattle, Snoop Dogg, Tinie Tempah,Thirty Seconds To Mars, KT Tunstall, Keith Urban and Robbie Williams.)
• They bring artists and fans together by driving action and creating value wherever music is to be experienced.
• Their record labels include Angel, Astralwerks, Blue Note, Capitol, Capitol Latin, Capitol RecordsNashville, EMI Classics, EMI CMG, EMI Records Nashville, Manhattan, Parlophone, Virgin Classics and VirginRecords.
• EMI Music provides EMI’s list of artists – as well as independent labels and artists – with a global menu of commercial services and seamless access to expanding range of revenue streams and business models, including digital and physical distribution, sales, press and promotion, marketing, licensing, synch, brand partnerships, live recordings and merchandising.

Sony Music Entertainment Inc.

• Formerly known as Sony BMG Music Entertainment and changed its name to Sony Music Entertainment Inc. in October 2008. The company was founded in 2004 and is headquartered in New York.
• One of the world’s most well known music companies, as it includes ownership and distribution over music companies such as Arista Records, Columbia Records, Epic Records, J Records, Jive Records, RCA Victor Records, RCA Records, Legacy Recordings, Sonic Wave America and others.
• Sony Music’s featured artists include Avril Lavigne, Beyonce, Britney Spears, Chris Brown, Foo Fighters, Foster The People, Glee, Jackie Evancho, Pitbull, Sade, Shakira, Willow Smith and many others, who have all become music superstars.
• It offers hip hop, country, classical, gospel, pop and rock archival recordings and labels.
• Sony Music has a worldwide distribution access for music artists who want to be well-known around the globe. This consists of artists promoting their music in different countries  to attract a good fan-base that will stick behind them throughout their career.

Universal Music Group

• World’s largest music content company with market leading positions, inrecorded music, music publishing and merchandising.
• UMG’s list is comprised of artists covering the full music spectrum around the world, making UMG the leader in both international and local repertoire. (These artists include Akon, Mary J. Blige, Sheryl Crow, Busta Rhymes, Mariah Carey, Justin Bieber, Nicki Minaj, Nelly, Jennifer Lopez, LMFAO, Duffy, Bryan Adams, Adele, Taio Cruz, Cheryl Cole, Mumford and Sons, Florence + The Machine)
• The recorded music business discovers and develops recording artists and then markets and promotes their music across a wide array of formats and platforms.
• Their publishing company, Universal Music Publishing Group, discovers and develops songwriters, in which they own and administer copyrights to musical compositions for use in recordings, public performances and related uses such as films and advertisements (through television, radio, posters, billboard and many more).
• Their merchandising company, Bravado, sells artist and music branded products by multiple sales point such as fashion retail, live performances and the internet.

Warner Music Group

• Home to a collection of the best known record labels in the music industry, which includes Asylum, Atlantic, Cordless, East West, Elektra, Nonesuch, Reprise, Rhino, Roadrunner, Rykodisc, Sire, Warner Bros and Word, as well as Warner/Chappell Music, one of the world’s leading music publisher, with a catalogue of more than one million copyrights worldwide.
• They comprise an array of businesses aimed at helping artists achieve long-term creative and financial success by providing consumers with the highest quality music content available.
• WMG is engaged in the recorded music business (including artist services) and the music publishing business.
• A leading company in national and international repertoire that operates through numerous international affiliates and licenses in more 50 countries.
• Warner Music Group’s artists include James Blunt, Paramore, T.I, Emmy Lou Harris, Kid Rock, Plan B, Josh Groban, B.o.B, Estelle, Bruno Mars, Janelle Monae and many more. These artists have become extremely successful through the guidance of Warner Music Group, in which most of these artists have published their music to a worldwide audience.