Audience Research

Lesson objectiveTo devise an audience questionnaire to help establish initial ideas for your music promo project.

StarterWrite down three examples of demographic questions and psychographic questions.

• Can you remember which demographic profile category you fit in to? A,B,C1,C2,D or E?

• Can you remember which psychographic profile category you fit in to? Mainstreamers, aspirers, succeeders etc…

UK Tribes

• Channel 4 commissioned Crowd DNA to run a project called TV Glue (measuring how TV unifies people);

• One aspect looked at youth culture and tribal breakdown based on social glues (music, sport, fashion, technology) around which young people gather.

• Whereas once monolithic youth tribes stomped out all before (punk, rock ‘n’ roll), it’s now more fluid with lots of options existing.

Findings• Youth people were asked

to describe themselves through numerous research activities and in turn, affiliated and identified themselves as members of a certain ‘tribe’.

• What do you think they discovered?– How many tribes?– What names would they

have?

Findings

• Highlight and annotate some of the key findings from the document.

• Try to find comments which could then be influential to your music videos i.e.– “In turbulent times, and especially when living

away from home, friends are more of a support network than they might admit.”

Depicting friendships within the music video may feel more relevant and ‘real’ to the likely target audience of young people you will be asking. This may be important when

considering the possible narratives and relationships your work represents.

http://tribes.channel4.com/ - Using a survey you can distinguish what ‘tribe’ you are part of (although it’s quite broad)

http://www.uktribes.com/

- Where you will find the actual research and where your document came from.

Demographics

• Why do we need to know the demographics of a target audience?

• This is the demographical information of our target audience; how will this impact on the final product?

Psychographics

If these are the psychographics of our audience, how will that impact on our music promo?

Audience Research

Initial target audience questionnaire

establishing who they are, interests and ideas. This survey cares about them, music interests

such as genres and tribe.

After results analysis, use the music genre

related question, build a track list of current,

relevant tracks that you don’t mind producing a

video for.

Create a simple poll whereby the target

audience choose your track and artist.

Focus group of roughly 3-6 students who

represent the target audience.

Following your music video treatment design you will devise some in-depth questions to see

how your audience would like you to

develop the ideas.

Step 1

Step 2

Step 3

Target Audience Questionnaire

• Devise a questionnaire which asks the audience about their interests and what they want to see in music videos.

– Age and gender are essential; you may ask about their job (student) in order to get a better idea of the demographic category.

• If you have a set idea about the genre and track itself, then ask more direct questions; focus more on genre and artists and as oppose to individual tracks.

Before Using Computers…

• Write down a maximum of 10 questions, a minimum of 8.

• All questions have to have relevance to your music video; you should be able to justify the choice of question.

If you are working in a group, then you need to split this task between you, producing one questionnaire.

Social Media

You should be using social media to spread your survey. Screenshot evidence of having publicised your survey

on social media.

Audience Profile

SOME OF YOU may possibly choose to

create some of these: http://www.easel.ly.

You could do your analysis on

this!

What does the blog post look like?

• Explain psychographics, demographics and the research into tribes.

• Explain why it is important to establish a clear target audience, with an example of how it might impact on your final work.– i.e. if they turn out to be ‘chavs’ then image, props and

locations will be adapted to suit the target audience.

• Insert the survey link and explain that you will be using survey monkey to communicate with your audience.

Year 12 and 13 Media Studies Coursework

Every blog post for the research and planning of your projects needs to include;

What have I done? What did I learn? How will this impact or be useful for my final product?

You should also be adding relevant tags to every blog post i.e. research, planning, AS,

A2, OCR, media studies

Ensure you have added relevant tags to EVERY existing blog post.