Target Audience Results - Miss Miller

Within our planning process we decided to carryout out a questionnaire asking numerous questions about the dance genre and recorded the results from numerous people within our target audience. We decided to do this because then it gave us as a group much more knowledge on exactly what our target audience liked within a dance music video and then we was able to take that into consideration and know exactly what to include within our own dance music video to make it appealing to them. 

1) Why do you like the Dance music genre?

The first question we asked within our questionnaire was 'Why do you like the Dance music genre?' this was a closed question because there was only a set amount of answers to the questions and these were:
'The fast paced editing, the bright lighting, feel good factor or other'. The majority answer was just about 'Other' with 32%, i believe this is the majority answer because the dance genre has a large amount of conventions which our target audience would like to see and therefore we was unable to categorise them within minimal answers. The second most chosen answer was 'Feel good factor' this answer was popular within our questionnaire as a large amount of people who watch music videos usually watch this particular genre as it is stereotypically a happy and joyful genre with a fast pace which evokes positive emotions within the audience. Another reason which probably resulted in this being a popular answer is that this music is usually associated with good memories for the target audience therefore when they hear this genre of music it makes them euphoric. The next most popular answer was 'The bright lighting' with 24%, this was also a widely chosen answer because bright lighting is a extremely stereotypical convention within the dance genre and is the micro-element which the audience first think of when they think of the genre. This is because it reminds them of the club atmosphere and is relatable. Although it also had a high percentage at 16%, the least chosen answer was 'Fast paced editing', this is because it is a extremely conventional micro-element which also helps emphasise the pace of the video but many audiences don't focus too much on the editing of a video as it, at times, unmemorable. 

2) What do your think of Subfocus as an artist?

The second question we asked was "What do you think of Sub Focus as an artist?". We presented this question as a open question because we knew the responses would be extremely varied, which they was. The majority of the people we asked answered roughly along the lines of 'they're good' this is most likely to be the most chosen answer because we specifically asked our target audience therefore they are aware who the artist is and are likely to enjoy them. The next most popular answer was 'other', with 30%, this answer was usually not from our target audience and instead was people claiming they don't know who they are. Interestingly this final two answers contradicted each other but had similar amount of answers. The first said 'they're unique' with 18% the second said they 'lack originality' with 12% because of this neither of these answers will be of much help as our target audience haven't given us a clear overriding majority. On the other hand the fact that 'they're good' received a massive majority of 40% gives us knowledge that our target audience likes Sub Focus and therefore prompts us even further to use them as our artist.  

3) What conventions do you like to see?

Our next question was 'what conventions do you like to see within a dance music video', the majority of the answers were other with 40%. This is because the people asked was choosing a vast variety of conventions which all was necessarily conventional to the dance genre. The most chosen convention was 'club setting' i believe this was chosen a lot because it is the most obvious and most used convention within dance music videos and this setting allows the audience to immediately recognise the genre. The next most chosen was 'strobe lighting' this is another obvious answer as it is extremely conventional to the dance genre and successful at emphasising the joyful feel to the video. The next convention was 'colour edits' this refers to the numerous bright colours used within the dance genre which also gads to the happy vibes within a dane video. Despite us not being able to take much information from the majority answer of 'Other' we can take inspiration from the other three as it makes us aware that our target audience do enjoy these particular conventions.

4) Would you rather a conventional or diverse music video and why?

This question was extremely helpful as although the reasons may have varied it gave us a clear answer on whether our target audience prefers a conventional or diverse dance video. Overall our target audience preferred a conventional video to diverse. This will have a huge impact on what style of video we will create and is likely to cause use to chose conventional rather than diverse. I believe our target audience preferred conventional rather than diverse because the dance genre in particular is extremely conventional and most videos within the genre are rather similar. This is because these conventions successful complement the music and create a specific vibe for that target audience which is why they continue to listen to the genre. Our target audience also found diverse videos quite confusing and claimed that they didn't always understand the hidden message which left them feeling a completely different way to how the dance genre stereotypically makes you feel. 

5) What is your favourite music video within the dance genre and why?

This question revealed to my group what our target audience is most interested in within music videos of the dance genre. The music videos on the pie chart are the ones that were most frequently mentioned, this means I will carry out  further research into these videos and gain inspirations that the audience would like to see in my own production. The Rudimental video that is popular with the taret audience has the style of a narrative, which indicates that the audience enjoys diverse videos which may not conform completely to the stereotype, however, on the other hand, 9Ts and Bounce both include very conventional elements within their music videos such as strobe lighting and coloured tints, which means that throughout my own music video I will include aspects of diversity weaved into a conventional dance music video. 

6) What don't you like to see in a dance music video and why?

We asked 40 members of our target audience ‘what don’t you like to see in a dance music video?’ the

answers to this question was extremely varied and gave us further knowledge of what shouldn’t include within our music video. This also emphasized the fact that our target audience hugely enjoy a conventional video as the none of the answers were conventional to the genre and will likely result in me and my group producing a conventional video as our target audience clearly prefer that. The audience came up with things such as violence, however many people had their own individual opinions on what they don't like seeing in a music video, highlighting that despite our efforts to create a music video to the widest audience possible, people still wont enjoy it. 

7) Do you like to see the artist featured within the music video and why?

Although this question stereotypically only applied to a extremely small section of the video, as the dance genre doesn't heavily feature the artist too much, most of our target audience believes it is crucial to have the artist feature in the music video. They believe that it establishes an image for the artist and helps to create a bigger fan base as the audience can relate to their image and representation. Others think it ins't essential and that the artist doesn't need to be featured at all; its about the music not about the artist which can be true to a certain extent in the dance genre. With this genre of music, may fans listen because of the effect the music has rather than the representation of the artist which is a main focus in other genres such as pop. As a group, this questionnaire has helped us to decide we will feature the artist in our music video but only slightly, to appeal to our whole target audience who do like to see the artist and others who don't. 

8) Who is your favourite dance artist?

     A- Chase and Status, B- Sub Focus, C - Rudimental, D- Other

The results of this question really reassured my group that we had made the right decision with our chosen artist as they were the most popular out of our closed question selections. Even with the option to select a different artist, the majority of participants chose Sub Focus. However, some people did prefer other artists, which meant that further research could be made into their style of music videos too see what inspirations i could take and develop for my own production. 

9) What style of music video do you prefer?

     A - Narrative, B- Performance, C- Concept.

This was also a closed question, we asked the target audience what style of music video they preferred between the choices of concept, narrative or performance. It is clear to see that performance had the biggest vote, closely followed by narrative. This revealed to our group that these were the two main styles that our music video will focus on. Our video will contain a short narrative and also include performance throughout. However, we won't focus as closely on the style of concept because of the small vote it received through the questionnaire.

10) How old are you?

      A-12>15, B-15>19, C- 20>25, D- 26+

I believe the subculture theory that is most applicable to us as a group is CCCS. CCCS is a theory which refers to the fact that all subcultures come from one culture and this is a reaction to the mainstream. This is a theory which applies to us because for our music video we are using the dance genre and this genre stereotypically rebels against the mainstream. This genre goes against the mainstream because the culture of young people drinking to excess and doing drugs is frowned upon by the rest of society, yet the dane genre embraces it. The responses to our questionnaire support this because the vast majority of the people we asked said that within a dance music video they like to see all the stereotypical conventions of the genre and no diverse elements. This shows that our target audience enjoy the conventions of the dance genre and in doing so therefore rebel against the mainstream.

We chose to video record a few of our responses from our questionnaire to create our 'vox pops'. We decided to do this because it meant that we had documentation of much more in depth results rather than just a few set one or two word answers. Having this meant that we was able to gain a more of a description of their response and therefore have a further understanding of what our target audience like because they are expressing much more k knowledge to us through these longer answers.

This process was very helpful to me and my group within the planning process of our dance music video because we now know what our target audience like within a dance music video. This meant we are able to plan our video with a vivid idea of what our target audience enjoy and then include it in our video with more confidence that it will appeal to them. We now had statistical evidence of what our target audience preferred and could use these statistics to accurately recognise what is preferred and by how much to know exactly why to include to ensure we appeal to our whole target audience  The vox pops was also key in emphasising this and further increasing our knowledge by giving us much more in depth responses.