Questionnaire Answer Analysis

Our market research shows us that 85% of our target audience watches music videos regularly. After assessing this, it suggests we need to work hard on the marketing aspect of our video to improve this figure to above 90%.

The distribution of 'favourite genre of music' is fairly balanced. With Pop and Electronic slightly ahead of the others. ODESZA fall on the borderline of these two genres dependent on which song you listen to. This works well for us as our artist falls into the category/s with the majority vote amongst our target audience but allows diversity within our choices.                                                

Approximately our data collection shows that 54% of our target audience watch music videos once a week. Some respondents mentioned that they watched them everyday however this was only a very small percentage. This is good for myself and Charles as this means a majority of our target audience often watches the music video as well as listening to the song. However, it is only 8% more than those who watch monthly. This being said, we will have to be extremely conscious when distributing the video onto various platforms. This is exemplified when observing the likes of YouTube oppose to Vimeo. With the vast range of viewers on YouTube being more extensive than Vimeo, this will allow us to gain much greater forecasted returns.

We used a stratified sampling method when handing out the questionnaires thus allowing us to obtain representative quantitative data. By using the information we gathered from our target audience, it is more likely to complement decisions we make. The general demographic of our market research was 15-17 years old. Our target audience is  17-25 years old, so these results show that the majority of the information that we have obtained is relevant. Due to the explicit nature of the music video we decided it would have ethical implications if exposed to a younger audience, therefore we felt it would be morally right to focus within this vicinity.

These results show a clear majority of male respondents which we will need to take this into consideration when making decisions. However, when handing out the questionnaires we were restricted to a sector which may have influenced the results. To counteract this, we can look at the demographics of disclosure as we have done previously to allow us to make our decisions in a balanced way eliminating any bias.

Evident from the results, the bulk of the respondents had knowledge of ODESZA which is apparent with a clear majority of 69%. A large proportion of our respondents said they found out about the duo via YouTube. This has application as it suggests that YouTube is the prominent platform which will have a substantial effect on our production. Facebook had the second highest majority, Charles and I will take this into consideration when we are uploading our video. Facebook had 1.79 billion monthly active users as of the third quarter of 2016, this is all on the rise as in the third quarter of 2012, Facebook had 1 billion monthly active users. YouTube has 1 billion active users monthly, however the average viewing time per session is a staggering 40 minutes on mobile alone. Both have dominstatistics and as a result will be vital to our production. To reinforce our chosen platforms, we broadened our knowledge using secondary research on Disclosure where we observed the main dispersion of their marketing techniques. This is exemplified with the music video 'White Noise' which is very distinct and integrates into your mind.

The distribution of favoured special effects from our respondents is very balanced. After thorough reflection on this Charles and I will try to use a mixture of all. However, we don't want to exaggerate this too much, and cause the editing to become messy and inelegant.

69% of those we asked said they preferred a narrative as oppose to concept or performance, this bodes well for us as our production is to follow a story line. The plot then moves onto the moor where our focus will move onto concept. After reviewing the primary market research, the shots we will aim to get on the moor will incorporate metaphorical meanings to relate and focus on the plot, following the narrative in the hope this will lead to a better response from the audience.

72% of respondents think 3-5 locations would be most effective. Our plot involves two locations which 14% of respondents said would be more suitable oppose to 5 plus. The other 14% agreed with 6-10 locations. These results extrapolate no clear correlation between the quantity of locations used. Therefore our decision is down to personal opinion with influence from secondary research, such as common conventions of music videos.

6% more of respondents think the narrative should follow the lyrics. The rationality behind asking this question is that the lyrics of the song we are going to use ends on a very negative note. Charles and I were in two minds as to whether to follow this tone or alternatively follow the convention of general music videos where it typically ends on a positive. Overall, we have decided to use a neutral ending, which can be interpreted either way, it allows for greater audience attention, keeping them evoked in what is going on, having the audience question themselves.

We gave 6 options here in our questionnaire including, Facebook, Twitter, Youtube, TV, Instagram and Other. The only 3 options chosen were: YouTube, Instagram and Facebook. This information is imperative due to the nature of the product. Where we distribute our product will effect who watches it. With our target audience predominantly using these 3 social platforms, then we need to focus on this. If we instead ignored market research from our target audience and used Twitter for example, if no respondents out of our target audience use this then the money time and effort spent into producing the product will be wasted.