Primary Audience Research

Before making our product we are going to conduct some detailed audience research. By doing this research we will be able to ensure that the product we make fits in with what our audience is interested in and what they would like to see in a music video.

Using more than one method of gaining research into our audience will provide us with more detailed overall data and we will be able to take all advantages and disadvantages into consideration when we are in the production phase of our music video.

Quantitative data is useful as it is numerical data and can be put into graphs, charts and percentages which may come in useful for summarising our research into figures.
This type of data is a positive method as you can produce data quickly and in a way which is easy to understand. To gain this data it takes little time and doesn't need much research into it in order to gain the information needed.
However, quantitative data has a negative side as it does not allow the participant to express their views entirely as they are restricted in their answers and means there are limited results so some useful data may not be picked up.

Qualitative data is when descriptive feedback is given by verbal or written responses to open ended questions related to the information you need to receive back from participants. This type of data allows the participants to explain their answers in more detail.
Using this method produces richer data which focuses on allowing the individual to write or say their individual responses and explain this. The researcher can then ask more questions if needed if they believe that gaining more information would be useful for the research. This can however, produce a large amount of written sheets or audio recordings, making the data very hard to group as each interview will vary.

Focus - Group will allow us to ask a small group of participants about their thoughts on our chosen production and to get their ideas on how to make it more attractive to our target audience. This is an advantage for our research as it is cheap and quick to do and we can gain rich amounts of data through the group coming together and thinking of ideas and responses that if a one to one interview had taken place. Through this method we will be able to use our focus group as a check on what was most commonly brought up when asked about issues we needed to address and fix and those we needed to accentuate and target to the audience.