Audience research

Audience research 

Uses and Gratification Theory: (Katz and Blumer) 

The uses and Gratification theory examines how individuals use media, for their own personal needs and pleasure. It states that audiences consume media for ... reasons: 

• Identity- To be able to gain an  insight ourselves. For example, by constructing role models. 
• Education- To be able to acquire information and knowledge from the consumption of and output. For example, by reading The Guardian newspaper. 
• Entertainment - For enjoyment but also as a form of "escapism", a diversion from real life. For example, by watching a film you are concentrating on that rather then other things. 
• Social interaction- Media becomes a topic of conversation between people to spark similar interests and interaction. 

YouGov profiles:

Firstly, i looked at the type of demographic that indie music has. YouGov shows who is the typical consumer of a product or person.

You gov profiles 

As a result of the profiles researched for our chosen genre we found out the type of people we are aiming our music video too.  Typically, our audience is likely to be male aged around 18-24, having a social class grade of C2DE. To target these people we will include a relate able male lead singer, who will be experiencing something many people of that age go through- a breakup. However, females are still fans of indie rock and so we will include both a female and male band member in order to make everyone feel represented. Although, arguably, not everyone can be satisfied with one product so we will appeal to the majority, enabling for greater success.

Survey Monkey: 

To carry on with audience research i decided to make a survey, asking questions suited to build an audience profile. The total sample size was 30 which is enough to allow me analyse however, arguably it could have been larger to create to be more representative  :

Survey Analysis: 

The clear gender we should be appealing to is male as they make up a higher percentage of respondents. To appeal to this audience design both the music video and digipak towards male interests. However, we will also cater to females by having positive representations such as a female band member. As well as the breakup narrative appealing to all people who have been through something similar, as they are able to emphasizing with the situations that we will be showing.
The majority of respondents were aged 16-22. From this we will direct the narrative to one that someone of that age bracket would be able to understand. Using as a source of identity.
Contrasting with YouGov results, a higher percentage of our respondents were working class rather then skilled working class.
The two biggest genres of music our sample enjoyed was indie and pop, which means that our song will be of that genre in order to suit their needs.
In our own music video we will be influenced by some of our audiences favourite. For example, we will include a similar costume mise-en-scene to the Arctic Monkeys and may incorporated a zoom like the one in  "My Name is human".
The main reason people watched music videos is for entertainment, so we will primarily focus on creating a music video that does just that, while also having something that people can identify with through the narrative.