Audience Research - Focus Group

Methodology (Quantitative or Qualitative) - We are going to use qualitative research so we can get opinions and in depth analysis on current ideas and new ideas for our music video. We would like to obtain critical analysis from our target audience to help improve our initial ideas for our music video.

Purpose (What are we testing? What are we expecting from our research?) - Once we have shown the selected audience our video and ideas we will ask them about the initial response and opinion of the video to help improve and possible change our ideas. we are expecting to have a critical analysis that will give us an idea of what to aim at when creating our video from types of shots to location(mise-en-scene). We also want to find out what they think of the track itself and how they would expect the music and lyrics to link in with the visuals.

Sample Audience (Who, How many, demographic) - We will use fellow students who have a similar taste in music as to the genre that our tracks is located. We will also look to find out our audience's expectations of a video in the post-grunge music genre. We plan to use between 5 and 6 students who do not do media so we can have a good contrast and scope of results when receiving the feedback from them. We will predominantly be looking at the late teen age group as this is a typical audience age for a rock genre.

Media Stimulus (Tracks and videos) - After we have played them our selected track we will play them a sections of other videos from the genre which will reinforce our ideas for our music videos. E.g. It's not my time by 3 doors down, Jealous minds think alike by youmeatsix and take it away by the used. We will play the sections of these videos to represent both performance and narrative.

Questions (List) for after we have played our Focus Group our track and told them our initial ideas-

• What are your initial thoughts of the track?
• Based on your knowledge of the genre, what are your initial ideas for the music video...
• ... and what would you expect to see in a music video of this genre?
• Do you have any other ideas that would 'fit' the pace and structure of the track?
• If you were the singer, what words would you use to describe an emotion going through your head, that could be portrayed through actions in the video?

After these questions, we (as a group) will reveal our own mood chart and story board to see how our initial ideas and their initial thoughts match-

• After looking at our mood chart, do you have any other ideas or thoughts that could help us improve our music video?
• Would you agree that a video or this category would best suite a colour or black and white video?
• Does a concept and performance based video suite the genventions of the genre, in your opinion?
• Any other comments?