Audience Research - Focus Group

Name: Max McCabe

Age: 16

Occupation: Student

Psychometric Group: Aspirer/Explorer

Interests: Art, gaming, animation, shopping, listening to music

Favourite Music Genre: Indie Pop

Name: Evan Brading

Age: 16

Occupation: Student

Psychometric Group: Aspirer

Interests: Music, Chemistry, guitar playing

Favourite Music Genre: 80s Glam Rock

Name: Will Monk

Age: 16

Occupation: Retail Worker, Student

Psychometric Group: Aspirer/Explorer

Interests: Film, music, gaming, tech

Favourite Music Genre: Indie

Name: Kate Wells

Age: 16

Occupation: Barista, Student

Psychometric Group: Aspirer

Interests: Singing, musical theatre, muay thai 

Favourite Music Genre: Indie Pop, Indie Rock

What platform do you listen to music on? 

Max: Spotify/Musicbee 

Evan: Spotify 

Will: Spotify 

Kate: Spotify 

What platform do you watch music videos on? 

Max: YouTube 

Evan: YouTube 

Will: YouTube 

Kate: YouTube 

 

How often do you watch music videos? 

Max: At least bi-weekly 

Evan: Almost never 

Will: Rarely 

Kate: Rarely  

 

Do you prefer narrative or performance music videos? 

Max: Narrative 

Evan: Performance 

Will: Narrative 

Kate: Both 

 

Do you like “Daydream Believer” by The Monkees? 

Max: Yes, because it reminds me of the Beatles who's music I also enjoy very much.

Evan: Yes, as the singer alongside the bouncy background music give the song an easily enjoyable melody. In addition to this, the frequent repetition of a simple, catchy chorus makes it easy to listen to and surprisingly calming.

Will: Yes, because it is upbeat and has a happy vibe to it.

Kate: Yes, as it has a cute melody and is very uplifting.

 

What would you like to see in your ideal music video? 

Max: A music video that follows a story and sticks to an aesthetic. Incorporation of other forms of media is nice to see, whether that is through intertextuality or using different video cameras/devices. 

Evan: A certain level of skill is always nice when displayed in music videos, such as a level of skill displayed in playing the instruments in the song via the performers. 

Will: An interesting visual style that relates to the subject or mood of the song. 

Kate: A performer that I can relate to and that I can see an element of myself in. 

Audience Research - Aspects of the Audience

Target Audience:  A primarily 16-25-year-old middle market aspirational audience. 

Age: Those aged 16-25 are the first generation to come of age during the era of social media. They are growing up in in a digital world of judgement, distrust and distorted reality, making it difficult for brands to from long term relationships. Research drawn from interviews and a 1000 respondent survey yielded these findings:

• 41% of those researched, feel judged on social media.
• 25% don't feel thy can be themselves online.
• Almost 1/3 feel they don't have a fixed identity.

Neuroscientists revealed that the formative age of 16-25 is the critical moment in life when the true individual identity is formed, and when peoples ambitions, values, and ideas are formed. However, today's youth are made to live in this world of constant peer pressure and exposure. 45% of all 16-24 year olds admit that their social media posts are not an accurate portrayal of their true identity, showing how they seek status from the online identity that they construct for themselves. 

This age group is also incredibly ambitious, possibly due to their exposure of social media influences "perfect life". 30% of 16-25-year-old claim they would sacrifice their best friendship or never go on holiday, in order to "make it" in life. Many (40%) in this age group also feel as if their image and beliefs are not reflected within brand advertising. 16-25-year-olds are now a very lucrative demographic for companies as they contribute an estimated £20 billion to the UK economy each year, and students account for around half of the UK population. Since this age group are the main users of social media brands have discovered that it is effective to advertise on platforms such as Twitter. Thus it can be concluded that many in this age demographic engage with pop culture and music videos through social media as it has instant updates on their favourite artists and song releases.

Middle Market: Describes those who are middle class, they are neither very cheap nor very expensive. This group is reflected in the BC1 demographic groups. In 2016 the frequency of grade B was 23% and grade C1 was 28%, meaning combined the BC1 demographic group made up just over half (51%) of the UK population. 

Aspirer: The aspirer psychometric group seeks status and wants to appear rich and attractive. They want to buy status brands that show their place in society. They are alright with investing in luxury groups and consider themselves stylish and trendy. They may also be easily influenced by celebrity endorsements. Therefor in a music video aspirers would want to see a 'celebrity' performer who is attractive, and would appreciate aesthetics.

Audience Research - Audience Profile

Name: Michael Mills

Gender: Male

Age: 22

Occupation: Office Worker

Annual Income: £36,000

 

Location: South-East of England

Psychographic: Aspirer, seeks status.

Values, Attitudes and Lifestyle: Cares about the validation of others by wearing top branded cloths, monitoring their online identity. Interested in the lives of celebrities and influencers. Thinks of themselves and stylish and up to date with trends.