Market Research Report

My method of market research was to compile a questionnaire to be filled out by possible viewers of my music video. The purpose of this research was to find specific target audience and find out what it is specifically that they like to see in a music video.

My first question was to establish the age of my audience. The majority of respondents were aged 18-24, and from this I gathered that the main target audience for new music and videos is the younger generation, and this is who my video should be targeted at.

The majority of people who responded to my survey were female, and therefore it might be a good idea for my group to target our music video at a mainly female audience. However, it is also important that we make this video appealing to the male audience as to gain a wider range of viewers.

The most popular genre of music among my respondents was House music. Due to the large number of young people who answered my survey, we may assume that this is the most popular genre of music among our target audience. In order to address this, we may draw inspiration existing house music videos, and also research into the second most popular genre, pop. These are the two genres that will be present in our music video.

This question showed that most of our respondents find out about new music via social media and Youtube. Both of these options utilise technology such as mobile phones, and these will be present in our music video. Furthermore, we can use this knowledge in order to enhance our music video advert, by poviding information relating to forms of social media that our music video can be accessed from.

According to my survey, the most popular form of social media is Twitter. In order to address this, we will include links to Twitter on our music video advert and use this form of social media as a way of making sure our music video is seen by a wide audience, as hopefully our consumers will share the video with their friends.

By asking this question, we can interpret how best to style our music video. The overwhelmin response was a narrative style of video, and therefore it will be key that will include a consistent storyline in the video. The second most popular style of music video was performance, and therefore we may include elements of this in the video.

The most popular options in response to this question was for the music video to be set in a party or a house. Since we have established a younger audience this may be a location or setting that is relatable to this age group and therefore something that they may find entertaining to watch.

This question targeted a more specific element of our music video, the characters. The most popular response was that our audience would like to see a group of friends in our music video. By adressing this, we csn ensure that our audience will enjoy watching characters and relationships that they can relate to.

While some respondents were non-specific in terms of favourable props, the majority of respondents requested to see props and costumes which are resonant of both the house and pop genre. These include fun props such as party themed items, alcohol, music, lights and stylish and individual clothing that is popular and relatable among our target audience of young people. These props suit our genre and party themed video perfectly.

This question informed us that our main target audience are likely to share music videos by telling their friends about them. Second to this, they will share the video on social media and therefor that it is important that through our ancillary projects we make our music video highly accessible through social media.