1. Audience Research
Lesson objective
To devise an audience questionnaire to help establish initial
ideas for your music promo project.
Starter
Write down three examples of demographic questions and
psychographic questions.
• Can you remember which demographic profile category
you fit in to? A,B,C1,C2,D or E?
• Can you remember which psychographic profile category
you fit in to? Mainstreamers, aspirers, succeeders etc…

2. UK Tribes
• Channel 4 commissioned Crowd DNA to run a project
called TV Glue (measuring how TV unifies people);
• One aspect looked at youth culture and tribal
breakdown based on social glues (music, sport,
fashion, technology) around which young people
gather.
• Whereas once monolithic youth tribes stomped out all
before (punk, rock ‘n’ roll), it’s now more fluid with lots
of options existing.

3. Findings
• Youth people were
asked to describe
themselves through
numerous research
activities and in turn,
affiliated and identified
themselves as members
of a certain ‘tribe’.
• What do you think they
discovered?
– How many tribes?
– What names would they
have?

4. Findings
• Highlight and annotate some of the key
findings from the document.
• Try to find comments which could then be
influential to your music videos i.e.
– “In turbulent times, and especially when living
away from home, friends are more of a support
network than they might admit.”
Depicting friendships within the music video may feel more relevant and ‘real’ to the
likely target audience of young people you will be asking. This may be important when
considering the possible narratives and relationships your work represents.

5. http://tribes.channel4.com/
- Using a survey you can distinguish what ‘tribe’ you are part of (although it’s quite
broad)
http://www.uktribes.com/
- Where you will find the actual research and where your document came from.

7. Demographics
• Why do we need to know the demographics
of a target audience?
• This is the demographical information of our
target audience; how will this impact on the
final product?

9. Psychographics
If these are the psychographics of our audience,
how will that impact on our music promo?

10. Audience Research
Initial target audience
questionnaire
establishing who they
are, interests and ideas.
This survey cares about
them, music interests
such as genres and
tribe.
After results analysis,
use the music genre
related question, build
a track list of current,
relevant tracks that you
don’t mind producing a
video for.
Create a simple poll
whereby the target
audience choose your
track and artist.
Focus group of roughly
3-6 students who
represent the target
audience.
Following your music
video treatment design
you will devise some in-
depth questions to see
how your audience
would like you to
develop the ideas.
Step 1
Step 2
Step 3

11. Target Audience Questionnaire
• Devise a questionnaire which asks the audience about
their interests and what they want to see in music
videos.
– Age and gender are essential; you may ask about their job
(student) in order to get a better idea of the demographic
category.
• If you have a set idea about the genre and track itself,
then ask more direct questions; focus more on genre
and artists and as oppose to individual tracks.

12. Before Using Computers…
• Write down a maximum of 10 questions, a
minimum of 8.
• All questions have to have relevance to your
music video; you should be able to justify the
choice of question.
If you are working in a group, then you need to split this task
between you, producing one questionnaire.

13. Social Media
You should be using social media to spread your survey.
Screenshot evidence of having publicised your survey
on social media.

14. Audience
Profile
SOME OF YOU may
possibly choose to
create some of these:
http://www.easel.ly.
You could do
your analysis on
this!

15. What does the blog post look like?
• Explain psychographics, demographics and the
research into tribes.
• Explain why it is important to establish a clear target
audience, with an example of how it might impact on
your final work.
– i.e. if they turn out to be ‘chavs’ then image, props and
locations will be adapted to suit the target audience.
• Insert the survey link and explain that you will be using
survey monkey to communicate with your audience.

16. Year 12 and 13 Media Studies
Coursework
Every blog post for the research and planning of your projects needs
to include;
 What have I done?
 What did I learn?
 How will this impact or be useful for my final product?
You should also be adding relevant tags to every blog
post i.e. research, planning, AS, A2, OCR, media studies

17.  Ensure you have added relevant tags to
EVERY existing blog post.