My media A2 target audience research for my music video

1. RESEARCHING MY TARGET AUDIENCE

2. WHAT IS A DEMOGRAPHIC?
Demographics are statistics that are used to put people into certain categories e.g. gender, which are used
mostly to create a target audience.
What do demographics look into?:
• Gender
• Age
• Location
• Job
• Education
However, when determining who to put in which categories, they will most likely look at your job/class
status in order to get a better idea of an individual’s lifestyle.

3. SOCIAL CLASS DEMOGRAPHIC
Class name Social status Occupation
A Upper middle class High managerial,
professional
B Middle class Intermediate managerial
C1 Lower middle class Junior managerial
C2 Skilled working class Skilled workers
D Working class Semi-skilled workers,
E Lowest workers Prisoners, as well as causal
workers
By using a graph which puts people
into certain categories based on
their social class, I can decide which
group would be the best consumer
for my artist. For example, classical
music would mostly be suitable for
the upper middle class, where as
my artist wouldn’t appeal to them.

4. WHAT IS A PSYCHOGRAPHIC?
A psychographic is used to study personality, interests and opinions which either focuses on
an individual or a group of people. By using psychographics the researcher is able to use this
by selecting a group to sell to a suitable consumer.
What psychographics consist of:
• Personality
• Interests

5. PSYCHOGRAPHIC
Type of person Personality
Resigned Rigid, strict, their values are in the past,
and stay with resigned roles (older)
Struggler Isolated, disorganised. They consume a
heavy amount of alcohol, as well as
unhealthy food
Mainstreamer Conformist, follows society’s values.
Aspirer Materialistic, care about appearance and
fashion (younger)
Succeeder Confident, organised and have strong
goals to achieve
Explorer Adventurous, as well as energetic
(Younger – Student)
Reformer Independent, anti-materialistic
By using this psychograph, I
am able to see what kind of
group or individual would
like my artist. I am also able
to tell who would not be
interested in my artist e.g.
Resigned.

6. EVALUATION OF DEMOGRAPHIC AND PSYCHOGRAPHIC
When looking at the demographic and the psychographic, I have been able to select my target
audience. The most suitable category for my artist would be the working class and the explorer
personality type. I decided this group was the most suitable because the explorer is looking for
an adventure, something new and exciting, which my artist can deliver.

7. WHO IS YOUR TARGET AUDIENCE?
When researching my target audience, I conducted
a survey, which I asked 10 people for their opinion
on Pop-rock music, and if they listened to any pop-
rock artists. These are the results from my survey.
Survey results:
My first question was to ask for their gender. As you
can see on the bar-chart, there were 5 females, as
well as 5 males.

8. SURVEY RESULTS
For this question, I asked the participants how
old they were. As you can see on the bar chat,
there were 3 people who were between the
ages of 13-16, there were 5 people between
the ages of 17-20 and there were 2 people
between the ages of 21-24. On this graph, we
can see the most popular age bracket was 17-
20, who are most likely students.

9. SURVEY RESULTS
For this question, I asked if the
participants like music. As you can see on
the bar chat everybody said yes to this
question. The results clearly show that
everybody I asked liked music.

10. SURVEY RESULTS
For this question, I asked how often did
the participant listen to music. The results
indicate that all of the participants listen
to music every day. This could be because
we may consume music without realizing
it, or could just be listening to music when
its convenient for them.

11. SURVEY RESULTS
The next question I asked was what music genres
did they like. For this question I gave a variation of
genres for the participant to select from. I made this
question multiple choice, which gave the participant
the option to have more than one answer.
When looking at the results, we can see the most
popular genre of music is pop-rock, as well as house,
indie, pop and rock. The least popular genre of
music on this list seems to be metal because nobody
selected this genre.

12. SURVEY RESULTS
I asked my participants if they like pop-rock music.
We can see from the results that 7 people
answered yes, and 3 people answered sometimes,
and nobody answered no. These results tells us
that although not all my participants think pop-
rock is their favourite genre, to an extent they all
like the genre.

13. SURVEY RESULTS
For this question, I asked the participants what pop-
rock artists they listen to. I used a few examples of
pop-rock artists. I also used an other box to give my
participants more choice.
The most popular would be Maroon 5, which is
then followed by Avril Lavigne and Paramore. These
might be the most popular choices because they
could possibly be the most known in our society,
compared to the other choices.

14. SURVEY RESULTS
For this question, I asked my participants what they
did in their spare time. I used a range of activities,
such as reading and participating in a sport. The
most popular activity was listening to music, which
was then followed by going to concerts/music
festivals e.g. Glastonbury Festival. The least popular
was going to the cinema, this could be because
there are multiple platforms to stream films, which
can make the cinema seem redundant.

15. MOODBOARD OF TARGET AUDIENCE
After looking at results, I have concluded what my target
audience will look like, as well as what they’re interested
in by using this moodboard. I have used artists they
listened to e.g. Avril Lavigne and Paramore. I have also
included what they are interested in e.g. going to music
festivals, as well as playing instruments.