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Audience research (1)

Tom Armstrong
Tom Armstrong

1. The document analyzes results from a questionnaire distributed to the target audience for a new music project. It shows that the audience is mostly male, aged 16-24, and white British. 2. Based on the results, the music project will feature a female protagonist, hard rock music, graphic scenes combining horror and action, and depictions of gang culture using common stereotypes. 3. The questionnaire also informed decisions about album artwork, video locations, and branding elements to best appeal to and represent the target audience.

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Audience Research By Joe Flemming and Tom Armstrong
WHAT IS YOUR GENDER? 14.5 14 Male Female 13.5 13 12.5 Male Females Most of out target audience is pretty much balanced, so with this in mind we were planning on using a female protagonist to allow our female audience to empathize with the victim. However, the song itself is hard rock so that will appeal to the male side of our audience as well as a use voyeurism in the performance.
WHAT AGE GROUP ARE YOU IN? 30 25 16-24 20 25-35 15 35+ 10 5 0 16-24 25-35 35+ Over 90% of our audience are in the 16-24 demographic, we feel this accurately represents the age group that would be interested in our genre of music and fits accordingly to our predicted target audience.
PLEASE STATE YOUR ETHNICITY 25 20 White 15 Black mixed 10 Indian N/A 5 0 White Black Indian N/A mixed The questionnaire depicts that our main audience are white British, this allows to avoid issues that may offend certain ethnicities and address ones that are predominant in UK culture.
CIRCLE YOUR FAVORITE OF THESES FILM GENRES 14 12 10 Horror 8 Thriller 6 Action 4 2 0 Horror Thriller Action The results show that there is a large difference in opinion on genre. We can see that Horror narrowly won, but Action wasnt far behind. From this we have decided to create a hybrid, combining primarily chase scene style action with horrific (maybe graphic) scenes of murder and assault.
CIRCLE YOUR FAVOR MURDER WEAPON. 18 16 14 Knife 12 Gun 10 8 Baseball bat 6 Blowtorch 4 2 0 We asked what murder weapon they would like to see, this question would directly influence our choice. We gave options we felt were most stereotypical in gang-culture. The majority want to see a knife used, this conforms to the popular stereotype that we have scene a lot of in the media lately and we are glad we can address it.
WOULD YOU BE OFFENDED IF WE ADDRESS THE ISSUE OF GANG CULTURE? 30 25 Yes 20 No 15 10 5 0 Yes No We asked if addressing issues of gang culture would offend our audience, the answer was a unanimous no. This fits into the results of previous questions and doesnt affect the way we produce the video.
WOULD YOU PREFER MORE PERFORMANCE OR STORY IN OUR MUSIC VIDEO. 14 12 10 Performance 8 Sotry 6 4 Mixed 2 N/A 0 While our results show that the majority of people would prefer a solely narrative driven music video, our research into the conventions of the genre say that it is conventional for performance to play a strong role. We have chosen that to please the majority of the audience we will use an equal mix of both.
ARE THERE ANY LOCAL AREAS YOU WOULD LIKE TO SEE IN THE MUSIC VIDEO? 30 25 20 Yes 15 No 10 5 0 Yes No We asked the audience if there were any local areas or landmarks theyd like to see in our products. The majority of our audience didnt seem to mind the location ( over 70% ), whereas some had specific locations. Oddly it seemed to be females that had a stronger opinion on location. Theres one thing they all have in common. The Roaches, Knypersly falls and comically simply fields. All these locations are set outside of city and heavily industrialised areas. We feel this would be good for our video as it can add to the feel of isolation we want to portray.
WOULD YOU PREFER SIMPLE OR INTERESTING ARTWORK ON THE ALBUM? 30 25 20 Simple 15 Interesting 10 5 0 Simple Interesting They wanted more interesting artwork than simple, with this in mind we are going to try and achieve something completely different, we feel this may attract a larger audience. In accordance to the artwork question, we proposed the idea of hand-drawn artwork that would be enhanced in Photoshop, the general reaction was no, so we will be scrapping the idea.
WOULD YOU BE INTERESTED IN HAND-DRAWN ARTWORK? 30 25 Yes 20 No 15 10 5 0 Simple Interesting In accordance to the artwork question, we proposed the idea of hand-drawn artwork that would be enhanced in photoshop, the general reaction was no, so we will be scrapping the idea.
CHOOSE YOUR FAVORITE FONT. Calilbri 16 14 12 ALGERIA 10 N 8 Brush 6 script 4 2 Chiller 0 Forte From the response, we see that the majority of our audience would prefer a simple font as oppose to anything more artistic, we will consider this in our final font selection.
STATE YOUR THREE FAVORITE ALBUMS BASED OFF THEIR ARTWORK. We asked our audience their three favorite pieces of album artwork for inspiration into our ancillary products. Here are a few reoccurring answers:
STATE YOUR THREE FAVORITE BAND LOGOS. This question was asked to see if any themes are present in popular band logos, we have discovered that most popular logos are simple but catchy, used to create brand identity.
STATE YOUR THREE FAVORITE COLOURS. This was asked with regards to the house style of the ancillary products. We understand that the products and the music video must be clearly related and this is confirmed by our audience research as over 70% picked dark colours, primarily black and grey. A large number chose blue as a second or third choice and we believe that could work well on possible a voyeuristic lead performer.
OVERALL CONCLUSION With our audience research gathered, we now aim to create interesting ancillary products to attract a wider audiences that intended. On top of this, we have positive feedback about addressing the issue of gang culture and so we can go ahead with the original idea in confidence. Surprisingly enough, our feedback states that the majority of people dont want any local areas featured in our music video and we believe that this is because our audience wants to seek escapism. This has inspired us to go forth with the filming to take place at The Roaches which is part of the national park. This is because the location itself is far from the city center yet it consists of quite a variety of sets within the national park. Our questionnaire has also told us that we really needed a variety of font to expand our feedback. It mostly told us that the other fonts available werent too relatable to our product and so when we come round to the design of our ancillary products, we will experiment with different fonts. Personally, we believe that our most important feedback is that our audience is almost an even mix between male and females, this is so we can address both genders in different ways. We are going to promote voyeurism through the performer, yet use a female protagonist for the narrative so women can empathize.

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Audience research (1)

  • 1. Audience Research By Joe Flemming and Tom Armstrong
  • 2. WHAT IS YOUR GENDER? 14.5 14 Male Female 13.5 13 12.5 Male Females Most of out target audience is pretty much balanced, so with this in mind we were planning on using a female protagonist to allow our female audience to empathize with the victim. However, the song itself is hard rock so that will appeal to the male side of our audience as well as a use voyeurism in the performance.
  • 3. WHAT AGE GROUP ARE YOU IN? 30 25 16-24 20 25-35 15 35+ 10 5 0 16-24 25-35 35+ Over 90% of our audience are in the 16-24 demographic, we feel this accurately represents the age group that would be interested in our genre of music and fits accordingly to our predicted target audience.
  • 4. PLEASE STATE YOUR ETHNICITY 25 20 White 15 Black mixed 10 Indian N/A 5 0 White Black Indian N/A mixed The questionnaire depicts that our main audience are white British, this allows to avoid issues that may offend certain ethnicities and address ones that are predominant in UK culture.
  • 5. CIRCLE YOUR FAVORITE OF THESES FILM GENRES 14 12 10 Horror 8 Thriller 6 Action 4 2 0 Horror Thriller Action The results show that there is a large difference in opinion on genre. We can see that Horror narrowly won, but Action wasnt far behind. From this we have decided to create a hybrid, combining primarily chase scene style action with horrific (maybe graphic) scenes of murder and assault.
  • 6. CIRCLE YOUR FAVOR MURDER WEAPON. 18 16 14 Knife 12 Gun 10 8 Baseball bat 6 Blowtorch 4 2 0 We asked what murder weapon they would like to see, this question would directly influence our choice. We gave options we felt were most stereotypical in gang-culture. The majority want to see a knife used, this conforms to the popular stereotype that we have scene a lot of in the media lately and we are glad we can address it.
  • 7. WOULD YOU BE OFFENDED IF WE ADDRESS THE ISSUE OF GANG CULTURE? 30 25 Yes 20 No 15 10 5 0 Yes No We asked if addressing issues of gang culture would offend our audience, the answer was a unanimous no. This fits into the results of previous questions and doesnt affect the way we produce the video.
  • 8. WOULD YOU PREFER MORE PERFORMANCE OR STORY IN OUR MUSIC VIDEO. 14 12 10 Performance 8 Sotry 6 4 Mixed 2 N/A 0 While our results show that the majority of people would prefer a solely narrative driven music video, our research into the conventions of the genre say that it is conventional for performance to play a strong role. We have chosen that to please the majority of the audience we will use an equal mix of both.
  • 9. ARE THERE ANY LOCAL AREAS YOU WOULD LIKE TO SEE IN THE MUSIC VIDEO? 30 25 20 Yes 15 No 10 5 0 Yes No We asked the audience if there were any local areas or landmarks theyd like to see in our products. The majority of our audience didnt seem to mind the location ( over 70% ), whereas some had specific locations. Oddly it seemed to be females that had a stronger opinion on location. Theres one thing they all have in common. The Roaches, Knypersly falls and comically simply fields. All these locations are set outside of city and heavily industrialised areas. We feel this would be good for our video as it can add to the feel of isolation we want to portray.
  • 10. WOULD YOU PREFER SIMPLE OR INTERESTING ARTWORK ON THE ALBUM? 30 25 20 Simple 15 Interesting 10 5 0 Simple Interesting They wanted more interesting artwork than simple, with this in mind we are going to try and achieve something completely different, we feel this may attract a larger audience. In accordance to the artwork question, we proposed the idea of hand-drawn artwork that would be enhanced in Photoshop, the general reaction was no, so we will be scrapping the idea.
  • 11. WOULD YOU BE INTERESTED IN HAND-DRAWN ARTWORK? 30 25 Yes 20 No 15 10 5 0 Simple Interesting In accordance to the artwork question, we proposed the idea of hand-drawn artwork that would be enhanced in photoshop, the general reaction was no, so we will be scrapping the idea.
  • 12. CHOOSE YOUR FAVORITE FONT. Calilbri 16 14 12 ALGERIA 10 N 8 Brush 6 script 4 2 Chiller 0 Forte From the response, we see that the majority of our audience would prefer a simple font as oppose to anything more artistic, we will consider this in our final font selection.
  • 13. STATE YOUR THREE FAVORITE ALBUMS BASED OFF THEIR ARTWORK. We asked our audience their three favorite pieces of album artwork for inspiration into our ancillary products. Here are a few reoccurring answers:
  • 14. STATE YOUR THREE FAVORITE BAND LOGOS. This question was asked to see if any themes are present in popular band logos, we have discovered that most popular logos are simple but catchy, used to create brand identity.
  • 15. STATE YOUR THREE FAVORITE COLOURS. This was asked with regards to the house style of the ancillary products. We understand that the products and the music video must be clearly related and this is confirmed by our audience research as over 70% picked dark colours, primarily black and grey. A large number chose blue as a second or third choice and we believe that could work well on possible a voyeuristic lead performer.
  • 16. OVERALL CONCLUSION With our audience research gathered, we now aim to create interesting ancillary products to attract a wider audiences that intended. On top of this, we have positive feedback about addressing the issue of gang culture and so we can go ahead with the original idea in confidence. Surprisingly enough, our feedback states that the majority of people dont want any local areas featured in our music video and we believe that this is because our audience wants to seek escapism. This has inspired us to go forth with the filming to take place at The Roaches which is part of the national park. This is because the location itself is far from the city center yet it consists of quite a variety of sets within the national park. Our questionnaire has also told us that we really needed a variety of font to expand our feedback. It mostly told us that the other fonts available werent too relatable to our product and so when we come round to the design of our ancillary products, we will experiment with different fonts. Personally, we believe that our most important feedback is that our audience is almost an even mix between male and females, this is so we can address both genders in different ways. We are going to promote voyeurism through the performer, yet use a female protagonist for the narrative so women can empathize.