Analysing Results: Audience Questionnaire (part 1)

Natalia Muñiz Blasco
Dec 17, 2021
3 min read

Hi everyone,

A while ago I sent out a questionnaire to an audience to find out more about how I could make my music video appeal to my target audience. So far, I have received 24 results which I think is a good amount of results to base my answers on.

Let's get into the analysis! Hope you like this post,

xx Natalia

Step 1: Finding my Target Audience

I divided my questionnaire into two types of questions: general ones about music videos and specific ones to find out which respondents were my target audience.

One of the questions that I included was whether the respondents liked the song that I was doing. If they liked that song, they would be immediately considered part of my target audience.

14 respondents fall perfectly within my target audience
7 respondents can be considered to be halfway there
I will not take into consideration the responses of the remaining 2 for specific traits of my music video, as they are not my target audience.

Target Audience: Similar Music Taste:

I will now have a look at what artists are also favoured by those who liked the song "False Confidence", that is to say, my target audience.

There was a wide variety, which means that artists who listen to Noah Kahan don't necessarily like to listen to the same type of music all the time, and are open to innovation.
The most popular music styles were either Pop artists like Ariana Grande, Olivia Rodrigo and Taylor Swift, as well as Electronic Dance Music and Indie.
Noah Kahan's music is a mix between Indie and Pop (I consider his style to be quite unique and pure Indie, but it is more upbeat than other Indie artists, which I consider to be a characteristic of Pop).

This also tells me that I have done my research appropriately by analysing music videos by both Pop artists and Indie artists.

Target Audience: Sex & Gender

DISCLAIMER: 75% of my total respondents were female, so the gender results will not reflect the main gender of my target audience.

3 out of 6 boys and 12 out of 18 girls said they liked the song.
This means that 1/2 of the boys and 2/3 of the girls fit into my target audience, which actually might reflect that my target audience might be closer to 40%-60% in terms of boys : girls ratio

Regarding the age, the demographics for my target audience lay in the 14 to 18 demographic, although the 16-18 range had the highest percentage of students liking the song (6 out of 8 compared to 7 out of 11 in the 14-16 demographic).

This is also not fully representative of my results as there was only 1 respondent over 18. It does, however, clarify that this song is not as popular with children younger than 14 years old.

Target Audience: Specific Music Video Questions:

These three graphs follow the trend of the general results, most respondents did not mind especially about features such as:

Having the singer in a familiar setting
Performing with an instrument

However, most respondents preferred music videos that took place during date and night, which fits well with the general trend in the individual responses saying that they do not like monotony in music videos.

Target Audience: Narrative vs Concept-based music video

This was an interesting question as the answers on the graphs differ slightly from those in the individual responses:

As you can see here, my target audience was very much divided between narrative-based music videos and concept-based music videos.

This might be because they like both the aesthetic elements of concept-based music videos as well as the hook and entertainment in narrative music videos.

It all depends as well on which music videos they have watched, and if their music taste is predominantly pop (as we have seen it is in some cases) it is normal that they are more used to concept-based music videos, and hence prefer those.

However, in the individual responses, the answers highlighted the importance of a narrative as the key to not getting bored in some cases:

These responses, in reaction to a question about what makes you become bored/uninterested when watching a music video? , highlight the importance of a narrative or action in a music video.

Therefore, I have made an appropriate choice in deciding to make a narrative music video, although I will definitely take into account the general aesthetic of the music video to make it more appealing.