target audience research
TRANSCRIPT
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Target Audience ResearchIn order to research my target audience I wanted to ask different people of different ages and occupations in order to understand exactly who would be my target audience. I asked 20 people, ten males and 10 females aged between 15 and 50. I asked lots of different questions but mainly to do with music and what they like to do to understand the type of person. I also asked direct questions about house music to see what they had to say about the genre and what they associate with it. Below are the questions I asked in the survey.
Below are the responses from the survey:
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Sales assistant
IT Manager
Area Manager
Sales assistant at waitrose
Nail Technician
Student
Sixth Form Student
Hairdresser
Sales negotiator
University Student
Manager
Teacher
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What is your favourite genre of music?
House
House music
Dance
Dance
R&B
Dance/Upbeat
Dance/Pop
Dance/House
Drum and Bass
Pop/Dance
House/Chilled
Who is your favourite artist?
Philip George
Calvin Harris
Duke Dumont
Ed Sheeran
R Kelly
Disclosure
Justin Bieber
Ellie Goulding
Rudimental
Sigma
Bastille
David Guetta
One direction
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If yes, where do you often listen to it? (on your phone, in clubs, at the gym etc.)
On the radio
Phone, gym, clubs
When I'm out at parties/clubs
At home, on my phone, in the clubs/pubs
On my phone, at the gym
At home, phone
Phone and radio
On my phone and when im on a night out
When I’m out
Spotify
On the radio
On my phone, clubs, my house
At home on my phone
Clubs, phone, radio
On my phone and in clubs
What do you do for fun?
Play rugby
Go out on nights out with my friends
Play football with my friends, go to the pub
Go out with friends, play rugby
Hang out with my friends
Go out with friends
G on nights out with the girls
Go shopping with friends
See my friends
Meet up with my friends
Go out with my friends
Swimming
Go out with my friends
Watch TV
Go to the gym
Go out with my family and friends
Shopping
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Go out with friends on nights out
Meet up with my friends and listen to music
I like to go out with my friends or go to the gym
Do you listen to the radio? If yes what station(s) do you listen to?
Yes, Capital and Radio 1
Yes capital
Yes I listen to radio 1 and 2
Yes I listen to Radio 1
Yes, capital
Yes capital a lot sometimes radio 1
Yeah capital
Yes I listen to capital a lot
Yes mostly capital or sometimes radio 1
Yes I like capital
Yes I listen to Capital often
Yes capital and radio 1
Yes capital
Yes I listen to Capital
Radio 2
Yes I listen to capital a lot
Yes radio 1
Sometimes in the car and Capital
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From analysing each response I could see that it was very clear that the older the person I asked the more likely they are to steer away from House music. This is evidant through the fact that their favourite genre of music tends to be pop or dance tracks as opposed to dance/house music and their favourite artists genrally tend to be more of the pop genre i.e. Ellie Goulding, Ed Sheeran.
Despite this, all but 2 of the people I asked said that they listened to house music either through the radio or through their phone. This makes it clear that house music can be enjoyed by a lot of people which makes it a very mainstreem genre. Thid could eman that determining the age bracket of my music video could be wuite difficult.
However , none of participants aged 26+ said that they atteneded music festivals and almost all of the people who were aged 16-25 said that they did, meaning that this type of event would be mainly aimed at the younger generation. The music that is usually played at music festivals is house/dance tracks and drum and bass, and due to their tastes and desires being fulfilled with the artists played ot music festivals i.e. Tiesto, Calvin harris, Duke Dumont younger people are more likely to attend than adults. This could therefore mean that it has narrowed down the age bracket due to the following of the music by the audience types.
All of the people from the age bracket 16-26 said they either listen to msuic everyday or once a week meaning that music is very influential in their lives. As well as this, all of the people that said that house music was their favourite genre were also in this age bracket. Their favourite artists included the likes of Calvin Harris, Duke Dumont, Disclosure and Sigma who are very influential in the house music industry and dominate charts with their house music records. Dance music was enjoyed across all age ranges but the younger and older age bracket mostly said dance music. The younger bracket (below 16) said that they prefered dance/pop music and liked artists such as Justin Bieber and One Direction who are very young, mainstreem and upbeat artists which may not be appealing to older teenage/early twenties music listeners.
The majority of the people I asked ssaid that they enjoy going out and meeting up with friends for fun and like to do things like play sports and also go out for nights o ut with their friends. This is suggesting the personality traits that my target adience may have as all of the people that were in the age range of 15-24 said they like to meet up with their friends and all of the people that said they like going on nights outs were aso in this age range. I can condlude from this that my target audience would be very social and outgoing and enjoy spending time with people and going out and being interactive.
The majoirty of the people I asked said they listen to Capital which is a radio station that is well known for playing upbeat dance and house music tracks, therefore implying that they like to listen to house music and dance tracks. There was also suggestions from older people that I asked that listened to radio 1 and 2 which have very different music styles from capital again suggesting they may shy away from younger and more youthful stations. From here I can now conduct research into figures and statistics of radio stations in order to get a further understanding of what age group tend to tune into different market leading raido stations to narrow down my target audiene further along with taking all of the above informaiton into consideration.