Audience Research

 Audience Research

I recognize the diversity of my audience - a mosaic of tastes and ages. Each viewer, an individual with a unique soundtrack to their life, interprets the marriage of music and visuals through their own lens. This research seeks to decode the variation that transform a mere sequence into an immersive experience that transcends the screen.

I had conducted a research survey to further analyse the traits of my audience, and here are the results:

The survey encompassed the participation of 69 individuals. Although I had anticipated a larger cohort to foster greater objectivity in the development of ideas and the formulation of informed decisions for my product, the current sample size remains sufficient for delineating the characteristic traits of my target audience.

The preponderance of participants falls within the age range of 13 to 17 years old, constituting 66.7% of the total respondents. Significantly, this demographic aligns seamlessly with the age group I have identified as my primary target audience. This alignment is particularly advantageous as it facilitates a more nuanced understanding of the preferences and inclinations of my core demographic. Notably, the third most prevalent age group comprises individuals aged 18 to 24, representing 10.1% of the respondents. It is essential to consider that the ensuing results primarily reflect the perspectives and preferences of teenagers and young adults.

A notable demographic distribution emerged from the survey, with 71% of participants identifying as women and the remaining 29% as men. This gender distribution implies that the outcomes and insights derived from the survey predominantly reflect perspectives, characteristics, and traits associated with the female cohort.

The outcome appears to lack coherence and organization, a lapse on my part during the survey generation process. An improvement could have been achieved by providing participants with predefined categories (such as students or workers) to select from. This approach could have facilitated a more streamlined and accessible data collection and enhanced the analytical process for a more comprehensive understanding of participant demographics. 

Nevertheless, following a thorough review and organization, I have arrived at several overarching results:

- Students: 75,3%

- Workers: 24.7%

Derived from the quantitative data, it is pertinent to acknowledge that the survey results are significantly influenced by the traits and characteristics predominantly exhibited by students. Recognizing the divergent ways in which workers and students perceive media underscores the importance of contextualizing the findings within the specific demographic of students.

A notable 55.1% of the audience engages with music videos on a daily basis, indicating that a majority of participants possess a pronounced interest and inclination towards this form of entertainment. This statistic underscores a substantial demand for music videos among the surveyed audience, reflecting a genuine enthusiasm for the medium.

YouTube stands out as the primary platform of choice for individuals seeking to watch music videos. This unequivocal preference simplifies the distribution process, as YouTube's widespread accessibility and recognition contribute to a seamless and uncomplicated dissemination of content.

I did add a question on "What factors attract you in a music video?" but unfortunately the software had some errors with the recording system, therefore I could not get accessed to the final results.

A notable 47.8% of participants identified the ideal length for music videos as being within the 3-5 minute range. However, the selected song, "I Wanna Be Yours," is an alternative rock composition with a duration of approximately 3 minutes (03:05), closely aligning with the next most favored choice of around 3 minutes, encompassing 37.7% of responses. The song's duration appears to resonate well with the preferences of the surveyed audience, minimizing potential disparities in taste.

A predominant segment of the audience, comprising 27.5%, indicates a relatively low level of concern or discernment regarding the direct correlation between a music video and its lyrics. Conversely, the next most prevalent response, at 20.3%, represents a contrasting viewpoint. Given that my chosen music video maintains a thematic alignment with the lyrics of the song, with occasional divergences intentionally introduced, it is reassuring to note that the majority of the audience appears receptive to such creative nuances and does not strongly mind deviations from direct relevance.

The preeminent favorite genre among participants is Pop, commanding a substantial 71% preference. Regrettably, Rock, particularly the major genre underpinning the sub-genre I selected (alternative rock), ranks relatively lower at 11.8%, securing the 8th position in terms of popularity. This observation is comprehensible, considering the prevalent inclination among the Vietnamese audience for less intense genres, with a preference for the soothing melodies of Pop or Ballad. This presents an initial challenge for me in garnering audience engagement within my local geographical area, given the prevailing inclination away from the rock genre. Recognizing this preference trend necessitates strategic considerations to tailor content and promotional efforts effectively within the local cultural landscape.

A significant majority of survey respondents have indicated a preference for romance as their primary theme in music videos. This finding holds particular significance for my upcoming project, as the song and accompanying theme I intend to develop exclusively center around romance. The discerned prevalence of this preference seems to be obvious with the characteristics of the predominant age group, teenagers, who are currently navigating the intricate landscape of emotional connections and relationships. 

Considering that I was also expected to have respondents who are in much older age groups, I decided to put an FYI box here to give brief insights into the genre of music I chose for my future product. By this way, older participants (who are from Vietnam and may possess limited familiarity with Western music genres), could still have a picture in mind of what alternative rock is, ensures a contextual understanding of the genre.

Like expected, not a lot of participants are aware of this music genre. Alternative rock is still a new genre to Vietnamese audience, and was only rose to fame these recent years to young adults through big bands that had their songs viral on TikTok: Arctic Monkeys, The Neighborhood.

Given the relative obscurity of the genre, a deliberate decision has been made to curate a selection featuring a notably viral song on various social media platforms. "I Wanna Be Yours," a composition that achieved viral status on TikTok, stands out for its verse, which resonated profoundly with users on the platform. Noteworthy is the trend observed wherein individuals typically craft videos of a deep, sophisticated, and love-related when utilizing the song as a soundtrack. 

Despite the genre's unfamiliarity within the cultural landscape of Vietnam, the aforementioned song's resonance on social media platforms, particularly TikTok, has demonstrated its capacity to captivate a significant audience, primarily comprising teenagers and young adults. Recognizing its popularity within this demographic, there is a compelling prospect that the accompanying music video could wield considerable appeal, transcending the constraints of the genre's limited recognition in the region.

Arctic Monkeys secure a notable position, holding the third rank on the list, a commendable achievement when juxtaposed with the enduring prominence of other heavyweight bands such as Coldplay and Imagine Dragons, established entities with a longstanding and pervasive influence within the music industry. This positioning attests to the substantial popularity that Arctic Monkeys command among the survey respondents, underscoring their distinct and compelling appeal within the musical landscape.

Please do not mind the error with the recording system.

Respondents are tend to choose performance-based as the element to a rock music video. The reason why I worded it "rock" instead of "alternative rock", is to make it easier for older respondents to answer, since many of them are still unfamiliar with the term. 

Considering the genre "rock", people are prone to choose performance as the main theme, as that's one of the main conventions of rock genre, as explained in the Genre Conventions blog. However, it seems to be out of my hand to film a performance-based music video, so I chose a narrative-driven approach. Fortunately, it is the second most popular option. Since people are still not very familiar with narrative-driven "rock" music videos, I think that they'd still be interested if they get to know more about narrative-driven "rock" music videos.

USES AND GRATIFICATIONS:

Personal identity: experiencing unrequited love is a universal thing that many individuals encounter at least once in their lifetime. Therefore, I posit that a significant portion of the audience will undoubtedly resonate with the themes depicted in my music video. The relatability of the content serves to establish a profound connection with viewers, offering a shared emotional experience that transcends individual circumstances. Especially when my target audience is aged around 15-30, which is when people establish the greatest emotions towards love.

Entertainment: similar to various creative products, my music video also has its role as an entertainment source, particularly within the realm of themes centered around romance and relationships. By artfully weaving a narrative that delves into the complexities of one-sided love, the video not only captivates audiences but also provides a distinctive and engaging form of entertainment.