Progression Diary: Entry 3

Had my first session of filming today. Although recording was going good and decent footage was made, filming was cut short and rushed due to bad weather. Rain is a big problem when filming due to the risk of valuable equipment getting damaged if exposed to too much water. Although the rain was not considerably heavy it was enough cause for concern to stop filming.

However I did manage to film some indoor scenes that day meaning I could still make some progress even if the weather was bad that day.

(Task 4) Audience research: You gov profiles

To further refine and confirm my target audience I turned to the "yougov" site and explored their "profiles" section at yougov.co.uk/profileslite.

 

I searched for music to a similar genre and topic of my music video and came across the following results.

 From this initial set of data this clearly shows a correlation to my findings from mosaic classification. From the monthly income and age range we can clearly see that the demographic is that of struggling/lowerclass youth aged between 18-24. Although the demographic for gender is shown as male the female demographic still makes up a considerable amount as the gap is only less than 10%.

The social grade C2DE also shows a clear link to my previous findings. This is because as I had previously mentioned the themes in my music video are most common at the working class. This means that this audience will be attracted to my product due to the similarities they can relate to from their everyday lives

(Task 4) Audience research: Mosaic classification

Mosaic classification 

The mosaic classification system is a tool/method that is used by all types of businesses to further understand and identify their target audience. This helps them ensure that their product and advertising style, whether digital or real, is effective and relate able to the audience that they are targeting.

The mosaic classification system divides and categorises people from all walks of life into major categories such as:

A- City prosperity
B- Prestige positions
C- Country living

 These categories extent From A-O and each category is then split up into 3-6 sub categories to further refine and specify a particular demographic.

After looking at all the categories I believe that my target audience reside in the F and I categories 

F- Suburban Stability 

I- Family basics

These categories cover the typical suburban lifestyle which, from my music video, is where the setting. themes and narrative take place. These demographics will relate to my music video more than others as it portrays the typical hardships they may face in a setting that they will find familiar.
However, although my audience is predominantly in the F and I categories this does not mean that my music video will exclusively appear to them. People from all classes and backgrounds encounter the issue of domestic abuse, however the issue is mainly seen in lower class struggling individuals.  

(Task 4) Audience research: Young and Rubicam

1. Young and Rubicam Theory
2. 
   
3. The young and Rubicam theory is that of cross cultural consumer characterisation. It divides all people into seven groups based of their core motivation 
4. 
   
5. THE EXPLORER
6. Favour being adventurous and eager to try out new things, such as brands. Need for discovery 
7. Core: Discovery
8. 
   
9. THE ASPIRER
10. Usually materialistic. Tend to mould them selves around other people's values and views rather than their own. Self image is very important   
11. Core: Status
12. 
    
13. THE SUCCEEDER
14. Self confident, highly organised, and often has a clear goal and work ethic. Tend to reside on roles which require sufficient responsibility. A determination to rise to the top 
15. Core: Control
16. 
    
17.                                                               THE REFORMER
18. Reformers are highly opinionated and are seen as intelligent. They are often seen occupying lead roles in society. Search for inner enlightenment and tend to be less materialistic to the other classes.
19. Core: Enlightenment
20. 
    
21. THE MAINSTREAM
22. Stick to a daily everyday routine. Sticks to well known brands and seeks out good deals and sales to save money. Very reliant and dependant on a feeling of security
23. Core: Security
24. 
    
25. THE STRUGGLER
26. Strugglers tackle each day as it comes with little foresight for the future. Seen as weak/victims. Tend to indulge themselves heavily with unhealthy products. Seek outlets to relieve themselves from reality, often things such as TV.
27. Core: Escape
28. 
    
29. THE RESIGNED
30. Commonly the resigned are that of the elderly population. Enjoy tradition. Seek safety and familiarity 
31. Core: Survive

Out of these seven categories I believe my target audience fits into the "strugglers". This is because strugglers are often seen indulging themselves in unhealthy products. Things such as alcohol abuse and other drugs are exactly the products in which a struggler uses. My product attracts this audience due to that my music video has alcoholic themes and the abuse of other drugs such as tobacco. This attracts them as a sense of reflection and empathy can be drawn from the music video upon the similarities they have from their life experiences  

Presentation pitch

Presentation pitch 

After choosing what song I would like to use I pitched to my classmates the general idea and vision I had for my music video. In my interactive presentation I express what themes and brief overview on what my narrative would entail.
I then saved my Microsoft power point presentation and uploaded it to scribd.com which allows me to put it on my blog for anyone else to see

(Task 4) Audience research: Questionnaire

1          1.     How old are you?

  a)       15 or under

  b)      16-21

  c)       22-27

  d)      28-33

  e)      34 or over

                               

      2.  Your gender? 

              a) Male
              b) Female

                                

      3.   What genre of music are you most interested it?

              a) Pop
              b) Rock
              c) Jazz
              d) Classical 

              e) Non of the above

      

      4.   What type of music video do you prefer 

              a) Narrative

              b) Performance
              c) Abstract
              d) A mixture of all three
              e) No preference

      5.   Do you prefer music videos with adult themes and meanings? 

              a) Yes I like adult themes and messages

              b) No I prefer less serious videos
              c) No preference

      6.   What do you enjoy more, the music, or the music video? 

              a) The music

              b) The music video
              c) No preference

FOLLOWING RESULTS FOR QUESTIONNAIRE 

           


I took each one of my questions and created them into individual strawpolls, which I could subsequently distribute effectively to a wide group of people.

My sample data of where I chose to distribute to was the anonymous online message board known as 4chan.
The advantages of this was that my demographic has a global reach and is not limited to a small area, this results in varying views cultures and opinions.
However disadvantages to using this anonymous site for my sample data is I can not ensure that the same and or same amount of people will answer every question.
A further and more concerning disadvantage was the gender bias that I encountered as the gender ratio was heavily favoured towards males.

This upon later research was due to the fact that the websites demographic is largely that of males, therefore making my findings somewhat bias. 

I then compiled my data into excel so that I could clearly see which were the most favourable answers.