Target Audience Research

As a group, we decided it was a necessity to carry out some target research in order to understand whom our product is to be aimed at, and what conventions to include within our music video and digipak which will help entice the target audience and fulfil their needs within the indietronica genre.

In order to cater to the needs of our target audience, Abi created a questionnaire for our target audience research. She created the questionnaire on a website called 'Survey Monkey' and published the survey on social media websites such as; Facebook and Tumblr. These were a good choice of website because young people use both on a daily basis, and our target audience are most likely going to be young people so therefore getting their feedback was a key feature for our target audience research.

The Questionnaire

The first question which was asked in the questionnaire was which gender the respondent was. This question would hopefully give us an insight of which gender have a preference to indietronica music.



The second question which we asked was what age the respondent is. This is quite a vague question because in theory, anyone of any age can listen to and enjoy indietronica music. However, the aim of this questionnaire is obviously to find information about our target audience, so therefore understanding which age category got the most responses is key and will help us to identify the age range of our target audience. However, one downfall of this question is that the questionnaire was posted to websites such as Facebook and Tumblr, and most of Abi's friends on these websites will most likely be around the same age as us (16-20) and therefore most, if not all the respondents will come under this age category and therefore giving an inaccurate age representation.

The third question was if the respondent likes indietronica music, with the options of: Yes, No and Having no opinion either way. This was quite an important question to ask because we would need to be able to see that there was enough interest for the indietronica genre, otherwise there may be a lack of support for our final product.


Question 4 is a continuation of question 3; that if the respondent answered that they do like indietronica music, to then list which their favourite artist within the genre is. This question doesn't really have any positive or negative impact on our target audience research, it is more of a neutral question that is just helping to gain an understanding into what sort of artists within the genre are mentioned, to see if any in particular are mentioned more than once, and also to see if Passion Pit are of any mention.

Question 5 is once again not of much use to our target audience research, but more of a general question of whether the respondent watches music videos or not (of any genre). However, this will give some sort of indication as to whether music videos are still as popular, and also to note the age category of the respondent in response to if they watch music videos in order to see if we can identify some sort of pattern or not.

I found that this question would most likely receive unreliable and inaccurate responses. I felt this because how many people, unless they have literally just watched the video and then done this questionnaire, would remember the last music video that they watched. I know for sure that I have no recollection of what video was the last one I watched, so chances are people would just lie about the last video they have watched. Therefore I found that this question probably could have been dropped from the questionnaire as most people would probably be unable to answer it on the spot (especially without looking at their YouTube history).

However, leading on from question 6 onto question 7, the relevance of the question becomes a bit more significant. This question becomes more significant because the drop down of different options will help the respondent to understand and trigger their memory of why they watched the video in the first place (and perhaps even remember what the video was).

Question 8 I believe, was a prime question of the questionnaire. This question is really important for our target audience feedback because it will hopefully help us to be able to identify which aspects of a music video people enjoy most, and perhaps which aspects we should try to incorporate within our final product.


Once the results have been produced, it will be interesting to find out things such as; whether indietronica appeals more to males or females, whether people enjoy listening to indietronica music, what they enjoy seeing most in music videos and perhaps even seeing if people do actually remember the last music video they watched!

Abi then rounded up all her target audience research and put it into a Prezi powerpoint in order to show the statistics of each question and to expand into more detail.