Audience research

Demographics and Psychographics of our target audience

To create the basis for our target audience , we conducted research into the demographics and psychographics of our target audience.  A demographic is 'Measurable characteristics of media consumers such as age, gender, race, education and income level'.  A psychographic is 'A more sophisticated form of demographics that includes information about the psychological and sociological characteristics of media consumers such as attitudes, values, emotional responses and ideological beliefs'.



The image inserted above was created by myself using an online site called polyvore. My aim was to try and recreate the fashion and style of our target audience. I included lots of bright colours , logo tops , unique accessories and converses.

Additionally a team member of mine Georgia Pearce presented the audience demographics and psychographics on a online site called prezi. The link is inserted below:



This information will be used to determine our audience when making our music video. This will influence our costumes and who the video will be aimed at.

As a group we created a list of potential artists that we could use for our music video.Our list consisted of Katy Perry, Jessie J, Little Mix, Demi Lovato, Selena Gomez, Pink, Ariana Grande, Ellie Goulding and The Saturdays.


A team member Kala Hill researched into all of these artists by looking through their music videos and looking at their appearance. She decided to narrow it down to Little mix and The Saturdays and anaylsed as video by each of these artists.


The Saturdays "Disco Love"

This video was chosen from the saturdays because it represents typical pop conventions.The video consists of all the girls having fun, going on a day trip out together, going through all the different eras. Throughout they are all wearing very girly outfits that are stylish and bright. In the video they have a lot of costume changes to suit the time period they are representing. As they go through all the different decades of dance, Many actors and dancers are involved but The Saturdays are always the main focus through out the video , through multiple close ups.

Little mix "How ya doin"

This music video by Little Mix consists of many costume changes and consists of very bright and vibrant colours. It is a stereotypical pop music video starting off with the girls in a very pink room getting ready together. Then at the parties they are all dancing together in bright rooms including rooms with bright UV lights and rooms with black and white stripped walls. All of these rooms appear very bright and funky matching up with their costumes and making the song lively and fun.

Questionnaire

Needing to investigate into our target audience more we created a questionnaire.As a group we collated appropriate questions based on our research into our potential target audience.The results from this will then be used to help form our target audience.

I went on individually to create the survey on Survey Monkey to collect these results, The link is pasted below along with a screen shot of the questionnaire.

http://www.surveymonkey.com/s/QXLRZSN

Looking at our questionnaire I went on to create a quick over view of our results on Go animate. The video embedded above is the representation our target audience , which we have gained knowledge about through the results.


Then as a group we decided we needed a more detail analysis of our results. I then went on to use Quick time to make a video of our results . Then a team member Georgia Pearce completed a voice over on the video to explain it further. Then together we edited the sequence on imovie and uploaded it to YouTube.

An overview of our results is that our target audience is mainly females who are between 17 and 18 years old. When predicting our target audience we believed they were in bracket E which is youth who are unemployed and in full time education. The results back this is up as 53 % of respondents were unemployed and 100 % were in full time education. Similarly as our chosen artist is Little Mix they are typically a pop girl band , our results showed that 69% of our respondents liked pop music which reinforces our ideas. In addition 56% liked bright and vibrant colours which we found was typical of little mix and those colours are dominant within their music videos.

These results have now enabled use to gain an understand off our target audience. As they are mainly teen girls we are able to keep to Little Mix's style motif's by using bright colours and girly items. We can now make sure our video caters to their likes and dislikes within pop culture such a costume choices and make-up.