(1) estimate audience sizes, and
(2) discover audience preferences.
Radio and TV stations are unique in having a special need for audience research: this is the only industry that cannot accurately count its audience. A factory will always count the number of products it sells. A newspaper will (or could) always know its paid circulation. An organization that provides services rather than products (e.g. a hospital) is able to accurately count the number of people who walk through its doors. But radio and television programs are given away free to their audiences, and there is no way of measuring how many people tune into a program - without audience research.
Methods of audience research
The most common method of audience research is the survey: a group of people is selected, they are all asked the same questions, and their answers are counted. But as well as surveys, there are many other methods of audience research, including observation, mechanical measurement (people-meters) and qualitative research. The first part of this book deals with surveys, and the second part covers most of the other methods.
Audience research methods can be applied for any activity with audiences: not only radio and television stations, but also print media, artistic activities, and (most recently) the internet. The methods described in this book apply to all of these, as well as to the study of societies (social research) and economic behaviour (market research).
I created the questionnaire below to help gather some feedback into which genre i should pick, why it would be most effective and what kind of effects and editing i should use when putting together my music video. I will give my questionnaire to a diverse group of 10 people to help gather my feedback...
1. What genre of music do you enjoy listening to?
Rock
Pop
R&B
Rap
Hip-Hop
Classical
Other
2. What attracts you to watching a music video?
…………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………
3. What formats do you watch music videos on?
Phone
Internet
Television
Other
4. Which of the following do you prefer in a music video?
Storyline
Abstract
Archive Footage
5. What type of storyline do you like?
Linear (Chronological)
Non-Linear
6. What type of video do you prefer to watch?
Abstract
Narrative
Performance (Live)
Mixture
7. Do you prefer a stripped down (acoustic) version of a song?
Yes
No
8. Do you like the use of special effects in a music video?
………………………………………………………………………………………………………………………...
9. Which of the following special effects do you like to see in a music video?
Layering
Slowing Down
Speeding Up
Colour Effects
10. If on TV what channel do you watch music videos on?
MTV
VH1
The Hits
Kerrang
Other
My Questionnaire
As part of my music production task I have conducted a questionnaire in order to see what elements my potential audience (my piers) expect and want to see in a music video. It consists of both qualitative and quantitative research in order to gain detailed research:
Research analysis:
The most popular genre of music was R&B with 31% of the participant selecting it as one of the genres they enjoyed listening to most. However, Rock and less commercial genres were also highly popular with each of them receiving 25% of the total votes.
In response to my 2Nd question a staggering 60% of those who participated agreed that they were attracted to watching music videos by a storyline and good visual effects. This helps me choose what format my music production could follow in order to satisfy the consumer needs.
The next area I looked at was on which formats my piers watched music videos and there were two formats which were most popular. 80% watched the videos on the Internet and 60% watch them on the television. A further 72% said they preferred a storyline to appear compared to abstract elements and archive footage and 80% said they liked those with a storyline to follow a linear(chronological) pattern.
I then went on to ask which of the 3 main factors they liked: abstract, narrative, performance or a mixture. It was clear that many of them wanted to see a mixture with 60% choosing it.
Only 40% of the students who participated said they liked a stripped down acoustic version of the song to appear in the video.
Furthermore 100% of the students said that they liked the use of special effect with 20% of those saying it should be used in moderation; layering and colour effects were the most popular effects which they wanted to see in music video’s.
Finally we asked which music channels were most popular and 54% said that they watch MTV. This was by far the most popular channel amongst the selected participants.
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