Slideshow of my audience research for my media project

1. Audience Research

2. Survey
To find out who I wanted to focus my product
towards I needed to do an initial survey to find
out about particular age groups and their
habits to do with music videos.
From this I found out that the group most
excited by music and music videos was from
16-24. This began as a fairly large group but I
managed to cut it down a bit when looking
through their answers to find out things such
as how often they watched music videos.
A survey was a great way of getting the first
information that I needed about who my
target audience were going to be.

3. Focus Group
After I had established who my target audience were I gathered some people together who fit
into that group and sat them down to ask them some questions. By doing it this way rather than
a questionnaire, it meant that I got more of a discussion out of the people and this helped me
because it meant that they were agreeing on some things which showed me what they felt
particularly strongly about.
Additionally, a focus group helps me to find out more about the people in my target audience as
individuals because I got to find out some of the people in the focus group’s hobbies and what
interested them which gives me more information about them that I can look at.
This also helped me to get some ideas of what sore of things this group liked and didn’t like in
music videos which will really help me when I am thinking about my own music video and I will
later on in the project get another focus group together and show them my product and this will
help me know what they think is good and what to improve on before my final product.

4. Audience Profile Outline
AVERAGE AGE: 18
GENDER: 70% Female, 30% Male
OCCUPATION: Students with part time jobs

5. Audience Profile
My target audience are young adults/teenagers which means they have spare time because
most of them are students or have part time jobs, this means that they are more likely to watch
a music video because they have more time.
Also, music plays a large role in this age group’s lives, therefore, they would be likely to go to gigs
and listen to a lot of music in their spare time.
80% of people in my target audience have access to a personal laptop/computer, also 90% of
them said that they had their own smartphone. This shows me that they consume most of their
media online, either from a laptop or a mobile phone so I will have to make sure that my
product can be viewed on these devices.
Furthermore, 30% of my target audience have a music subscription service such as Spotify which
they pay for, where they go to listen to and find new music. This helps me by showing that this
target market have extra money that they are willing to spend.

6. Audience Profile
60% of my target audience go to the cinema on a regular basis (1-3 times a month), mainly to
see large mainstream films however occasionally they see a more independently made film.
70% own a TV where 30% of them have some form of input – PS4, Xbox, BluRay Player, smart
box, etc.
95% have access to the internet at home – in some form.
On average they spend 21 hours a week online.
50% like to keep up to date with the latest technologies

7. Audience Theories
People watch music videos for entertainment,
this can mean they are using it as an escape
from the real world or simply as a distraction
from what’s going on in their everyday lives.
This is an idea that Blumler & Katz had by
saying that audiences are active in choosing
their own media for their gratification.
However, entertainment is considered lower
down in Maslow’s Hierarchy of Needs,
meaning that music video watchers fall into
the group of ‘The Struggler’ in terms of Young
& Rubicam’s 4Cs. This is because their needs
are low down on the triangle and are mainly
psychological and safety needs.