Questionnaire Results- Target Audience

Male Above ^
Female Above ^

Above our my results presented in graphs, the blue represents females and the green men.
In my questionnaire I asked 10 males and 10 females the same set of questions, varying from open and closed questions. We males we asked were between 17 and 19 and the females were 16-30. Although the majority of our questions are closed and lead to no further investigation I think the answered provided will help in research for my music video production. In our question the participants were allowed to answer more than one option, giving us more results to analyse. All of our questions were multiple choice as we didn’t want Dichotomous questions as our results wouldn’t be in depth.
These were:

Where do you buy your music?
How often do you buy your music?
Where do you buy your clothes?
What types of gizmos do you own?
Which websites do you visit on a regular basis?
Where do you hear about new music bands?
What would you say your favourite music genre is?
When do you mostly listen to your music?

I believe these questions will help us to establish our audience from their sociability, appearance and music interest. Also from my results I am going to create a person, and elaborate the meanings of my findings.

Our Results:
I picked these questions out to elaborate:
Where do you buy your music? + How often do you buy your music?:
The majority of males answering this question didn’t have a specific answer, and as we had 2 answers for Itunes, independent , second hand and HMV, one for play.com and none for supermarket. This gives us a wide variety of results but compared to the females who answered Itunes HMV and supermarket is very different. I think this could be due to the males not bothering where they buy there music, whether its second hand or brand new and creates them as being more interested in buying music. The females answers shows the renowned Itunes and HMV as the most popular. This could be as buying music from here is very easily assessable as HMV is a high street store and Itunes is simple and is used widely.
Males being more interested in music is reinforced from the second question. Females had 1 at never, 3 at once and 1 at once week. Although the answers are very different it shows females as less likely to buy music than males. The males answered 2 at one a week and once a fortnight and none put never.

Where do you hear about new music bands?
This question was quite important as it gives us an idea on how people access new music, as we are promoting a new band in a music video these results will be crucial. The females results showed us that they mostly hear about new music from the TV and radio magazines, as to the males who answered all the boxes. This could show our audience appealing to males more as we want our music video to be accessed widely, form internet to media texts and word of mouth.

What would you say your favourite music genre is?
The females here had more of a variety in genre, focusing more on Pop, Indie and rock which could be grouped together to form this generations popular music of Indie pop/ Indie rock. This set of results show mainstream music and how females, listen hear and buy music from mainstream sources. For example HMV which sells all types of genres, TV which promotes artists of music videos, channels, and radio, and the genre Pop fits in well with this mainstream marketing. In addition to this the males answered the genres of Folk, Indie and Rock, giving a more alternative genre of Indie Rock. The genre of ska was quite popular with the males mostly, and was significant in our results as we are aiming to target this audience through our music video, cd didig pack and magazine article. Here again it shows males as our prefered target audiences, 2 males answered ska as their favourtie genre and 0 females.

Where do you buy your clothes?
Which websites do you visit on a regular basis?
These question helps with our audiences consumption habits as well as where they buy their music and which websites they use. They determine how sociable they are and almost how they deal with the outer world. Females here showed us less demand in where they buy their clothes. 75 percent answered High street, 10 percent internet and 15 percent independent retailers. This is quite interesting as its shows the females preferring the high street, it show there consumer habits how they like to shop in store for there clothes instead of online, like how they access there music. The males answered 50 percent high street, and then the rest was for internet designer, independent retailer and other. This shows both males and females choosing high street primarily to buy their clothes.
Both males and females answered equally and the highest for Facebook showing signs of sociability and that they are good with accessing new technologies and websites online. They both put high for you tube, this reinforces their entertainment from online for music and videos for recreation. They both again put equally for itunes, but males put higher for hotmail. This is again another sign of males being comfortable with online socialising and organisation of their sociability.

What types of gizmos do you own?
Females here had more types of gizmos than males. They answered 4 for mobile phone and ipod, 3 for laptop, 2 for mp3 and home pc and 1 for blackberry. This shows females being better with accessible technologies and socialising through phones and laptops instead of online sites like the males. Males here answered 4 for laptop, ipod and mobile phone and 3 for home pc. Here there is a similarity in the answers as most people in this generation have both a mobile and a home pc and certainly an ipod. This portrays our young generation as quite technologically advanced as they are used to consuming and socialising online. This is important as the audience we are accessing is youthful and these are the types of consumer habits they have, being up to date with technology and music.




Results Ideologies:
Clothes:
The audiences clothes are very important for their appearance and impressions and these findings show that both males and females prefer high street shopping to online or another way. I think this is effective as it implies that they aren’t entirely bothered on appearance as high street is inexpensive and accessible than internet and independent retailers. I think the males voted higher for internet shopping as they seem more interested in using the internet than the females.
I think to find out more about the appearance of our audience we need to ask them what shops they buy from and also need to include how much they buy clothes. The males clothes for our target audience would be music orientated as they seem to strongly associate themselves and interests to music as seen form the results. The shops would maybe be independent places like Philippe Brown or generic high street places such as Topshop and H+M.

Music:
The males showed a stronger passion for music than females, as they brought it weekly and fortnightly and buying it In second hand could imply that they value it and don’t mind where its from or its used appearance. Females seemed less interested in where they buy their music or where they hear about new music or how often they buy it. This implies a female audience who maybe isn’t as bothered with up to date new music and bands but hears it when its on the radio or in a magazine. None of the males answered mp3, showing their music passion and answered Ipod instead. This is interesting as Ipods are the most typical and generic device for playing music on portably. All most everyone in this generation has an Ipod and it shows the audience as being up to date with music and having a strong interest in it. The males also showed a strong interest in music again as 2 answered Spotify. Spotify is is a proprietary peer-to-peer music streaming service that allows instant listening to specific tracks or albums with virtually no buffering delay, this is used world wide buy music audiences who want to listen to the music without ileaglly downloading or puchasing. Females on the otherhand answered 0, showing a lack of intertest in this type of listeing to musicn and downloading.


Sociability:
From out results its seems that the females answered that they listen to music with friends and by themselves, but mostly by themselves. This shows a more personal experience with music which may show them as using music as a form of escapism as to the males maybe more recreation. This is because they answered higher for the choice of both, showing that they could listen to music socially with friends (at a gig, party) but also by themselves for escapism as well. The gizmo and social networking question gave us an interest in how sociable they are. I think the males seemed more sociable as they heard about new bands form both word of mouth and the internet. This shows them as musically active on the internet and talking to their friends maybe at gigs or events about new bands their interested in, portraying them as interested in new music and being socially active.


Before my questionnaire I created an audience demographic for my music video and someone who would listen to Smaller Than You's music. I based this on the type of music, the style, the people I know and music genre's and audiences I am familiar with.
I have learnt that my target audience is focused on males and how they consume music, for example that males don’t mind where they purchase music from, and listen to it on music devices such as Spotify, and enjoy using Facebook and Youtube. This leads to my advertisement which could be an advertisement add on Facebook, and I will upload my music video onto YouTube for wider advertising.
The results are similar to what I expected, I knew that Ska was more popular with a male audience. Females came across as not that musically active in the questionnaire which could have linked to asking the 'wrong' people, and if I did this again i would have made sure i had one participant from each age group i wanted to explore and target. The weaknesses of this questionnaire is that I would have liked to find out more on their appearance and consumer habits, maybe asking a question of where they shop and what is their favourite item to purchase. Also I think a question asking them on gigs or festivals would be good as Ska's target audience from what I have researched like to go to many gigs. The strengths in the questionnaire are the gizmo question as if gave us an insight to their use of technologies and how they consume media texts. I also would have liked to get more information on the participant so i could get a clearer explanation of my target audience.
This method was effective as it allowed us to ask questions without either a really long answer which could be hard to interpret but it didn't give them a chance to express their full opinion, for example if we hadn't used multiple answers we could have got more qualitative information on their dislikes and interests.