Primary Research

We could not just create our music video on what WE thought was best but rather what our target market thought was best and what they think should be included in the making and editing of our music video, this could not be done without conducting primary market research of our target market (16 to 25 year olds) which is why I put together an effective survey with questions that I thought would provide me and the rest of my team with a deeper insight into what should and shouldn't be done during the making of our music video.

Overall I asked 250 people from various different locations such as Harrow, Wembley and Kingsbury in order to make sure that our research was not biased and based on just one particular location, I chose these locations because they contain a wide range of different ethnicities and are full of 16-24 year olds so therefore it would make the primary research much more accurate and reliable.

The option of secondary market research was always available to me through the internet, books etc but I believed a first hand account would be much more effective and relevant to our music video and although it was much more time consuming in comparison to secondary market research the outcome was much more positive.

Questions and responses:

1) Do you find seductive and attractive females a good feature in music videos and does it appeal to you as a person?

Yes:200

No:50

2) Would you say the colour and ethnicity of the artist/ dancers in a music video affects whether or not the music video would be aesthetically attractive to you?

Yes: 20

No: 230

3) Reggae music is one that does not attract as much mainstream coverage as other genres, does Reggae music appeal to you as a genre?

Yes: 180

No: 70

4) Do you think the success of an artist depends on their gender?

Yes: 20

No: 230

5) How visually attractive would a black and white music video be in your eyes?

Not at all: 10

Just a bit: 20

I wouldn't mind: 100

Quite a bit:60

Very attractive:60