The survey includes boxes to write answers in. Therefore, this provides our group with some qualitative research and feedback, gaining a more in depth understanding of what our target audience and various viewers think and understand of our music video storyline and concept as well as our artist's star image.
This tells our group that our previous expectation that only our target audience of 13-21 year olds would watch our music video 'Morning Blues' in their free time is opposed by the information shown above from our Survey Monkey questionnaire. It told us that a viewer of the video was of 40+ years old and still watched the music video in his free time, therefore subverting our prior predictions.
Clearly the viewers all believed that our video looked like a professional product regardless of whether they were a part of our target audience. However, the viewers had difficulty with identifying our artist's star image. We have certainly tried to take on board the feedback from our survey on the music video to try and develop her star image in the digipak and website. We have changed some of the images from her digipak in order for the audience to focus more on her and we have also tried to portray her as 'the girl next door'. Although the feedback was limited it was useful and it concurred with our original idea that we had not firmly developed her star image therefore we then looked to develop it more in the other products. This involved focusing less on the shopping and more on developing her 'girl next door' image.
Bearing in mind the respondents were male the fact that they wouldn't buy the record is not entirely negative as we do not view them as our primary target audience.
This is an example of quantitative research as the audience members are expected to simply tick boxes on the survey, not being able to elaborate further on their answer. This therefore allows survey monkey to translate these replies into bar charts and graphs, giving our group a visual reading of our feedback.
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