Analysis of demographic questionnaire.

To get a better feel of what our potential audience for our video think like, my group and I designed a questionnaire which enabled us to get an idea as to what type of person our target audience is, plus their likes and dislikes in terms of the rap genre and rap videos.

Here are the questions from the questionnaire that we made our participants.

• Pleas put your name, age and gender
• What apps or websites do you listen to music on?
• Which of the following describes you best? Pick one.

A digital, free spirited, creative young single.
Someone with high aspirations but low economic status.
And aspirational, fun seeking, active individual 
Part of a high driving, high involvement couple.

• List your 3 Favourite rappers
• If you chose 'creative young single' what would you change about rap videos?
• If you chose high aspirations, why do you watch rap videos?
• What is your favourite rap album and rap video?
• What would you expect to see in a rap video? Does it need to be linked to the song?
• Do you prefer rap videos to be entertaining or to have a message?
• Do you believe we'll need a lead singer for our music video?

Analysis

To gain an understanding of our audience, we decided to analyse the results from the Questionnaire.

This is for the question "which one of these (Life matrix personalities) are you, pick one"

This question was so we could see what type of people are demographic would be. The one most people selected was the 'Digital, free spirited, creative you minds' this didn't surprise me as this is what we expected from our demographic. Also the 'High aspiration' and 'active young single' ones are very high as well. Looking at these two high results now makes our group consider what things we can do to entertain them with our video also.

This is for the question 'Do you prefer rap videos to be entertaining or to have a message'

This will help us in what direction we take when we come to film our Music video. The results were close. but most people chose to have a message. This is good as in our initial ideas and pre planning, we wanted to have a message in our video. I can see how an audience would want a message in the video as they want to be inspired. We'd also want to make our video entertaining, as a high number of people voted for that, and in my opinion the message would stick if it's presented in a humorous.


This is for the question 'does our music video need a lead singer'

The margin was close but the majority said yes. For our product we'll be using a mainstream rappers song, so realistically we can't have the rapper be in our own video, plus in our opinion it wouldn't look right someone else rapping it. We think that as long as the product is good and they are entertained by it, the fact that there isn't a rapper in the video won't affect people's opinion of the song.

Audience profiling research.

When researching ways to categorise different demographics,  I found a few different methods that this was achieved and ones that helped give an insight into my audience. 

One of the ways I found useful in in identifying a demographic is the ABC1 C2DE form. What this does is it makes the different group from the social classes of the audience. With regards to the rap genre that I'm researching, I think that the genre would come from and focus on the lower sections of the table illustrated above, as they focus on the working class more. I think this as a recurring theme in rap music which is money, and more specifically in making money and how much money you have. This theme would strongly resonate with a working class community as they have struggles with money and I believe that it would clearly resonate with them as they are able to relate to the message the rappers put across.

Evaluating this way of profiling a demographic I feel is useful. However there are limitations, one being that it is quite vague and not specific enough for a specific person or category they may fit into.

Another way I found of looking at demographics is through psychographic profiling. This enables advertisers to link the ideologies of the product to there consumer as they understand how important 'brand loyalty' is as the market gets cluttered with brands that don't differentiate themselves.

Linking to this is the four C's, which stands for Cross-Cultural Consumer characteristics , is a way of categorising people with regards to their aspirations. Here is a handy chart with the definitions of some categories as a part of the 4 C's.

In my opinion, I think this is very effective as a company can use this to find a specific person to sell and cater their product too.

Another way of categorising audiences is through called Life Matrix segments. Here's a picture so you can understand what they are.

This is something I have personally used in one of my questionnaires about the rap genre. Developed in 2002, it defines ten categories which are centered around values attitudes and beliefs more than the original simplistic categorisations. I found it useful as there was little chance in overlapping when a person tried to fit themselves in the category.