Results of the audience research

Questionnaire
I think that the questionnaire was one of the most useful techniques to discover what our target audience was as it meant that we could hand this out to as many people of different genres and ages as possible. We got 30 responses in total which meant that our research was very accurate and varied. 

Age and gender

After tallying up all the results, we found that most the people that filled out the survey were of the ages 16 and 17, some older and younger individuals who also filled out a questionnaire. However, even though we had a higher percentage of younger people filling out the survey, we found that these people actually watched music videos and listened to more music than the older age groups so this benefitted us in the next stages of the questionnaire. 

Our target audience

We found that the females that filled out the questionnaire took more interest in music videos too, and also seemed to have more interest in the analysis of album covers and other questions. This is when we knew that we wanted out target audience to be teenage girls as they will be more interested in the video, furthermore it would be more popular.

Genre

After all the basic questions had been asked, we went into more depth about the genre. We asked the question: 'What would you say your favourite music genre is?' here they could pick more than one genre and this way we could see if there were two genres which would go well together rather than just having one genre based video. 

This is a chart we created on Microsoft edexel once we had added up the results of how many points each genre got as a preferred genre. This showed that indie and acoustic were most popular with pop, pop rock and folk at a similar poplarity. As we already knew that we wanted to do something along the lines of acoustic, this was ideal as indie and acoustic would go perfectly together. Although indie acoustic isn't a genre, there are some artist which fit under the category of indie acoustic such as Gabrielle Aplin, Lucy Rose and Lewis watson. These artist also appear further on in the survey as i said we already knew we wanted to make a video with an acoustic kind of song.

After narrowing down the genre, we then collected in the results for when we asked about the narrative so that we could then focus purely on the music video side of things. Fro the questionnaire we found that the most popular narrative option was that there should be a mixture of both a situation being presented and a performance in the video. This was enough to then ask about how the lyrics would link in with this and if they preferred the narrative to match the lyrics or juxtapose them. 

It was clear from these results that the people who filled out the questionnaire wanted there to be a mixture of performance and a storyline as well as the lyrics then matching this storyline. This was it will make the video easier to follow ad the storyline will be clearer.

The next graph we created was a little more complex. This is because it is giving us an understanding on the stock settings and props for a video so that we could then focus on researches for our planning stages of the video. We asked the participants to fill out which props and settings they thought were important or in fact unimportant and then some inbetween. From this we concluded that the props and settings they want to see (and find most relevant and important) in an indie acoustic video include:

1. Lanters
2. Fairy lights
3. Beach
4. Empty field

This then let us understand that the things we definitely don't need to include in our video are: vintage shops, headphones, book store and a library. 

The props and settings which fall under neutral will be considered in the planning but will not be included in a high percentage of the video as the audience were unsure on if they were effective or not therefore we don't want to lose out target audiences interest. 

The final graph we made was focusing on the CD covers so that when we come round to making our video, we could work out where we want to take the image for our CD cover and how we want to edit it to match the video like these covers do. This chart shows that Gabrielle aplin had the most popular album cover. When people had listed why they favoured this cover they mentioned the colour contrast and the simplicity of it. The top three albums are listed in order below:

It's easy for people to list which albums they like best. We did it so that there was a star ranking system in order to see which they found okay or barable and which they really did not like at all. However, this did not provide us with enough information itself therefore we added a question which asked for them to give a reason as to why they liked that album. 

1 - Gabrielle Aplin/English Rain:

• 'Includes the actual singer but is also a very simple but effective design' 
• 'I liked gabrielle aplins as i found myself focusing on the text of the album as the image doesn't draw too much attention away from the information of the album'
• 'The juxtaposition of the black and white background to the coloured umbrella looks cool'

2 - Lucy Rose/Like I Used To

• 'The composition of the cover is effective and i like the radio prop'
• 'The colour scheme seems to match in the cover'
• 'I lie the font and the simplicity of it'

3 - Lewis Watson/Into The Wild

• 'The artist himself is on the cover'
• 'The fact that it looks different to other mainstream album covers' 
• 'The font for his name looks nice and the contrast of colours looks effective'

Focus Group results

After filling out all the surveys and adding up the results, we knew that teenage girls took more of an interest in music videos and actually listened to music more then people older than them. Boys who filled out the questionnaire seemed to be uninterested in most genres and were quite picky in terms of elements and just didn't seem to take an interest or even watch music videos. This is why we then decided to base our focus group on teenage girls ages 16-17 as they are our chosen target audience.

This is an image of all the chart sheets which we printed out and handed to the students in the focus group which are all filled out ready to analyse. 

We gave them 3 bullet points but said it wasn't an issue with they couldn't fill out all of it as long as they had something in the box - but the more information, the more useful. 

I found that handing these out, as well as having the questions at the end was a wise decision due to the fact that some people don't like speaking within a group and therefore we managed to get everyones opinions written down even if they didn't talk within the questions on the video. 

Responses on the sheets:

I have made a word document which sums up the responses we got from the sheets handed out for the focus group which will help me and katie when looking at the most popular things and the least popular. 

Conclusions i have come to: 

(From both the focus group video questions and the filled out sheet)

• Ratios: when looking at the list, it appears that the most popular and most liked video was the last one, this was also what was said in the focus group when asking whether they preferred a storyline, a performance or both and all replied with both. It is also evident that the second one is disliked the most as it is the only one where every student had something to say they didn't like about it, it also has the least amount of likes. overall, The honey trees seemed to be the favourite in a lot of ways with the He Is We video closely behind.
• Settings: A more natural setting is preferred as the lighting seemed to be nicer. They enjoyed watching the outdoors sections alongside more abstract settings such as the train station and beach. 
• Props: They thought that props were actually quite important and added something nice to the video. The main thing they seemed to like was the fairy lights as it seems very indie but also the fact that they can contrast nicely with darker settings is needed. 
• Lighting: Natural lighting was seen to most popular and mentioned a few times, therefore summer scenery would fit the indie acoustic genre song better.
• Editing: People mentioned how the font at the beginning of the honey trees song was nice, which means we should focus on getting a popular font which conforms to other videos with the 'indie acoustic' feel. The filters added into the honey trees video was also very popular and they all agrees that it made the video look prettier and added a nice vintage/indie tint to it. 
• Storyline: storyline can't be too cheesy, but still cute and relatable. It is nice if the storyline matches the lyrics such as the he is we video and they don't want it to be too sad. Also, when deciding on a storyline it is important that we make it memorable and easy to follow as people said they lost interest half way through the honey trees video.
• Camera shots: a range of camera shots is more interesting - in the lucy rose video it consisted of mainly mid shots which bored the audience and became repetative. More challenging angels such as the one in the car mirror and the shots of the beach seem to please the audience more.

Interview
The interview was created in order to get more in depth results than we got from the focus group. This interview included 2 teenage girls aged 17 which falls nicely into our target audience. The results we got from this has really helped back up some of the answers we got in both our questionnaire and focus group.

Questions we asked within the interview were:

1. Do you watch indie acoustic music videos?
2. Do you prefer a storyline, performance or mixture?
3. Do you want the storyline to work alongside the lyrics?
4. To what extent do you like the filters in a video?
5. In general, what settings do you find most effective? 
6. Do you think that slow motion is effective? 
7. Do you think Props in a music video make a difference?

Conclusions from the interview were:

• That our target audience watch indie acoustic music videos quite frequently and were able to discuss a certain artist they watch a lot.
• They preferred a mixture of performance and storyline, similar to the focus group with the same kind of reasons that they felt like they got a taste of the artist and what they are about.
• A storyline is meant to match the lyrics as it explains the video clearly. They expanded on that point by saying that if there are scenes which are fast paced to a slow song then it really does not look right and you can loose attention whilst watching.
• Filters are used to add to the story line and give away ideas in the video. For example a retro filter to make it look like a dated video can give away storyline.
• Settings depend on the song, however they though about videos from the indie acoustic genre and expanded to say that a beach setting was nice a peaceful and doesn't take too much attention away from the song.
• Slow motion should be used, however it should be subtle. In our target audience video most people said that they didn't even notice the slow motion which meant that when me and Katie film our video we should make sure that it isn't really obvious but a bit less subtle than some existing videos.
• Props tend to make a difference, they agreed that props such as fairy lights and lanterns were the kind of thing that people have and use at our age and therefore conform to the target audience which is the same response as what we got in our focus group.

Added Questionnaire
This questionnaire was added to get more information about the digi pack of our music product. It was very short and quick questionnaire but really developed out knowledge of the digi pack elements as we found that the questionnaire we did was the most effective research method.

The added questionnaire really helped me and Katie decide how we should approach our digi pack. We came to a few conclusions from this questionnaire:

Our audience want a consistency within the poster and the digi pack as shown from the results as 25/30 people who filled out the questionnaire explained this. A good example of a consistent digi pack is nina nesbitts album and album advertisement which was voted our audience's favourite when tallying up the results.

This means that they prefer it if there is an ongoing theme withing both the poster and the album cover & back because it gives the artist a memorable feel but also shows which genre the artist belongs in. From this we also realised that this was as a result of the colours used. Within the nina nesbitt album cover there are very pale colours used throughout which are subtle to look at and can connote a relaxing genre of acoustic music. 

Because of colour indicating popularity of a poster, we thought that we should look more in depth at other album covers and music videos. We found that in nina's music video she also uses filters to make everything look brighter and more pastel. This also linked to our previous questionnaire when we asked about album covers as our audience favoured gabrielle aplins English Rain album cover which included a black and white backgroung with a pastel coloured umberella which she is holding.