1. Audience Research
By Joe Flemming and Tom Armstrong

2. WHAT IS YOUR GENDER?
14.2
14
13.8
13.6
Male 13.4
13.2
Female 13
12.8
12.6
12.4
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
20
16-24
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 GENRE’S
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 wasn’t 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
4
Blowtorch 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 doesn’t 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 they’d like to see in our products. The
majority of our audience didn’t 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. There’s 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
15
Simple
10
Interesting 5
0
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
20
Yes 15
10
No 5
0
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 don’t 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 weren’t 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.