Research and Planning: Audience

Focus group
You need to conduct some audience research with another individual/group in the class. This is called a focus group and you then write up the feedback you get to help target your audience and refine your music video concept.

Example

Artist/song 
Kings of Leon: Beautiful War

Music video concept
Three locations for this slow, atmospheric song. One: walking in slow motion by River Thames at dusk/late afternoon looking moody. Two: drama studio, blacked out, single spotlight, singing track. Three: bedroom – super slow motion black and white pillow fight between boy and girl as song reaches crescendo.

Target audience for Kings of Leon video

• Alternative music/rock/indie fans. 
• Age range 15-45 but largely 16-30.
• Slightly more males then females (60/40). 
• Largely white British race/ethnicity
• Largely middle class ABC1 demographic. 
• Likely to live in towns and cities but not exclusively.
• Happy adopting new technology and regularly uses social networking sites and the internet.
• Very likely to own an Apple product/mp3 player and take their music seriously.
• Enjoys a drink – likely to be beer rather than wine.

Focus group instructions

Pair up with another group/individual.

One group pitches their idea and target audience.

The other group offers feedback: WWW, EBI and whether they personally would be interested in that music video and why.

Next, in Microsoft Word,  produce a one-page write-up of your focus group discussion.

Include the following:

1) Your chosen artist/song

2) Your proposed target audience details

3) The feedback you received from another group and what you plan to change about the video due to your audience research

Aim for 250 words in total

Audience Profile

Create an A4 Audience Profile in Photoshop for your band/artist.

Your Audience Profile needs to include the following:

1) Band/artist logo or graphic

2) Demographic breakdown of target audience

3) Lifestyle statements that the target audience would agree with

4) Collage of brands/items that your target audience would use or enjoy

Finish all of this for homework - due next Wednesday.