AUDIENCE research : Focus Group

  PRIMARY AUDIENCE FOCUS GROUP (16-25 year-olds) 

All the people that I have used in my focus group fit in with the specified audience of 16-25 year olds that expect to be emotionally engaged. I asked them the following questions, relevant to my brief:

What platform do you use to listen to music ?

Grey : Apple music, Spotify

Nina : Spotify

Zoe : Spotify

Aron : Soundcloud

What makes a music video engaging for you, personally?

Grey : If it looks visually pleasing and is entertaining in some way

Nina : When music videos have a small story, maybe with a twist at the end too

Zoe : when it is nicely edited and in beat with the music, also if it tells the story of the song well

Aron : I engage with music videos well if the video reflects the genre and atmosphere of the song

How often do you watch music videos?

Grey : every few months

Nina : weekly 

Zoe : almost every other day

Aron : not too often 

If you’re a fan of a musical artist, what makes you like them?

Grey : When they show their personality on social media like Instagram

Nina : The type of music they play and their personality/originality 

Zoe : I like music artists that interact with their fans, also when they have attractive merchandise 

Aron : When their music is filled with their own passions or emotions

SECONDARY AUDIENCE FOCUS GROUP 

The focus group I have chosen to represent my secondary audience are younger people who do not quite fit into the age range specified. Additionally, these two candidates do not usually watch music videos nor expect to be as emotionally engaged as those in my primary audience. My decision to include younger people for this group is because they are more likely to watch my music video than an audience who is above the age range- yet they are less likely to engage with my product than the primary audience

Definition and importance of a secondary audience:

>source

A secondary audience is comprised of people who aren't the most likely to buy a product or service, but are still the second-most important. It's crucial to market to secondary audiences because they are either a user of your product, or they'll become a user of your product. Additionally, they can influence the primary audience into purchasing a product or service.