Audience research - Survey

This is my survey;
https://www.surveymonkey.com/r/JT9FPWQ

Below are the questions I asked and an analysis of the results. My intention was to establish who my target audience is and find out what their preferences are.

1) Do you like Mac Demarco?

As you can see, Mac Demarco is not an artist known by all, only 35% (19 out of 55) had heard of him. However, of those, 68% said they liked him. This shows the impact he has on those who have heard his music. I believe Mac demarcus listeners are committed enough to want to watch the music video we make.

2) How old are you?

As you can see, our survey was extremely biased when it came to age sample. We received data almost exclusively from 17 and 18 year olds, as we sent the survey to our own year group. We must bare this in mind when analysing results, although at least our year group fits (just!) within our target audience age bracket of 18-40.

3) What gender are you?

Our sample was successful in collecting information equally from both genders, this will help us to aim our video at all, maximising our appeal. This was a decision we made when we discovered (from YouGov) that Mac Demarco's fans are no more likely to be male or female. This is the right decision as by looking at individual responses to our survey we found male and females enjoy Mac Demarco's music equally.

4) How many times a week, roughly, do you watch music videos?

From the SurveyMonkey tool which allowed us to review specific responses, we found that those who said they enjoy Mac Demarco were just as, if not more likely to watch music videos regularly. This is a good sign as it means we will have a good audience with a music video for one of his songs.

5) What types of music videos do yo like to watch? (Tick all relevant.)

Our survey found Pop, Rock, 80's and 90's to be the most popular type of music video amongst all those we asked. Using the individual responses tool, we found amongst those who said they enjoyed both Mac Demarco and music videos, Pop and 80's seemed to be the most popular. This is incredibly useful as it allows us to know what music videos we should take influence and inspiration from when making ours. By taking conventions from 80's and pop style videos, we may be able to maximise our success in satisfying our target audience.

6) What do you think makes a good music video? (Tick all relevant.)

Originality, location, relationship to music & lyrics, narrative, and performance were deemed most important by those we surveyed. Around 70% believed originality and location to be important. We will take all these categories into close consideration as we are trying to appeal all music fans in our age group, not just those who have previously enjoyed Mac Demarco's music. We will prioritise and make our product align with these clear preferences of the audience. Even more so with Mac Demarco fans, originality stood out as the clear priority.

Summary

From this survey research, we were unfortunately unable to evaluate the age of our target market due to our restricted sample, therefore we will rely on YouGov's stats that ages 18-40 enjoy Mac Demarco the most. Every other question gave us lots of useful information for our music video. We found that Mac Demarco was a good artist to choose as many of his fans enjoy music videos. We found that these fans are equally male and female, reinforcing the YouGov results that we should in no way restrict the video to one gender or the other. We found that 80's and pop style videos were popular amongst his fans, suggesting that our video should take influence from them, one reason why the older age group, 25-39, will make up our primary target audience while 18-24 year olds are less likely to be 80's fans, making them our secondary audience. One idea is that by shooting on an old camera or by using a filter that replicated this we could secure an 80's look and appeal to this audience. We should also look at conventions of pop when developing our video idea. Our final question concludes that we should focus on originality and location alongside the other highlighted attributes. We believe our current idea is ideal; it is original, connects to the music & lyrics, has an interesting narrative and we want our location to be as eye-catching as possible. We should consider adding performance as it is clearly popular.

Aside from age, this survey was very successful and worthwhile. We will consider the results carefully when making future decisions, maximising the appeal to our audience.