Questionnaire Evaluation - Ms Georgiou

In this section of my work I will be analysing the results I received from handing out my questionnaires. By analysing this information it will allow me to cater to specific needs of the general amount of people I asked. It will also give me a rough idea on how to attract customers and what consumers expect from a new or well established artist.

The first question I asked was 'What is your gender?'. To make this questionnaire fair I decided to give my questionnaire out to 10 males and 10 females. By doing this it would then give out an equal response. Secondly, I asked 'What is your favourite type of music genre?'. The results I gained from this question was mixed reviews the most popular choice was R'n'B, followed by Hip Hop, Pop, Reggae and then finally Indie. This question has allowed me to see that the type of music genre my chosen artist is in is the Reggae genre which came fourth out of five. This leads me to conclude that the market research and promotional methods I chose to conduct are vital if I want my music video to be successful.

My third question was then, 'How old are you?'. While giving out my questionnaire I thought it was vital to give them out to different age groups as they like different things. I gave out the majority of questionnaires to the target market of my chosen artist which are both 1-17 and 18-25. Following this I then gave out three questionnaires to 26-30 year old consumers and the remaining two to 31-40 year old's. This then leads me to conclude that I gave out 7 questionnaires to 18-25's and the remaining eight questionnaires was given out to 1-17 year old's. My fourth question was 'What type of topic do you expect to hear in a Reggae song?'. By asking this question I was able to find out that the majority of the people I asked expect to hear sexual references within the lyrics of a Reggae song. Following that choice love was next and relationships and lust were joint with three votes each and then finally, materialistic items was last. This has lead me to conclude that the majority of reggae songs contain sexual references and love within their lyrics. This is a thing that has been proven to me as I have noticed that within my chosen artists song (Shani) she does use sexual references within her lyrics so therefore it is only natural to expect to hear it in a Reggae song.

Moving on, my next question was then 'Who is your favourite artist(s) or band(s)?'. By asking this question it has allowed me to see what consumers enjoy and if they like the music of mainstream artists or individual artists. The most popular choice was both Ellie Goulding and Gyptian with four votes each, following this The Script and Beyonce were also drawn with three votes each. Keri Hilson and Michael Jackson were also joint with two votes and and then finally, Coldplay and Lady Gaga with one vote each. This question has given me different views on what people enjoy. For example Lady Gaga who goes against the mainstream representation was one of the least favourites out of the eight, this is surprising as consumers enjoy artists who are unique and individual. I then went on to ask 'Do you prefer a mainstream artist such as 'Gyptian' and 'Shani' or an artist that doesn't follow any perceptions such as Lady Gaga?'. The majority of this question went to mainstream artists who are moulded into what consumers want to hear. Mainstream artists got eleven votes out of the twenty from the people I asked. This leads me to conclude that my artist 'Shani' will be a success if promoted properly and to the correct market segment.

My seventh question was then, 'Do you prefer watching music videos or listening to music songs?'. From asking this question I was hoping to find out what consumers enjoy most and how they would connect with an artist. Both watching music videos and listening to music songs got ten votes each making them equal. This means that it is purely a case of who enjoys listening to the radio or playing CD's to someone that enjoys watching something visual on the TV. My next question was then 'Do you download music songs or buy CD's?'. From the research I found out only two people out of the twenty buy CD's whereas the other eighteen download music. From finding this out it means that artists and their managers are loosing money on consumers downloading songs for free. This will then have an effect on sales figures however will have a positive impact on download sales from companies such as iTunes who support downloading.

I then went on to ask, 'How much do you spend on music a month?' From the previous question I got the same result which is that only two out of the twenty spend money on buying CD's. The two people that buy CD's spend between £11-20 a month on CD's. This means that the other eighteen consumers pay nothing when downloading music. I then asked 'Does an album/single cover artwork attract you to buy a CD?'. The result I received from asking this question is that sixteen people said yes and the remaining four said no. This means that it is a vital aspect to get CD cover artwork pieces correct so that it appeals to a target market. In conclusion to this when drawing up the final piece of artwork for my chosen artist I will be creating three ideas and choosing the best one out of the three as the album cover.

watch?'. I listed five options to choose from as well as on 'other' box for any other music channel that was not on the list. The majority of consumers watch MTV Base which got nine votes. Following this the next popular music channel is Viva, then Kiss, The Box and finally, Smash Hits. From this research I am able to see that the most popular music channel is MTV Base which plays mainly Hip Hop and R'n'B music as well as occasional Reggae music play. This is a very good element that I have found out because 'Shani' falls under the Reggae genre which MTV Base do play. This leads me to conclude that she will again be very successful for visual viewings and air play. Following this question I asked, 'Do you prefer narrative, performance or concept based music video's?'. The majority of people I asked said they prefer performance based videos, the reason for this in my opinion is because the audience are able to interact with an artist. Following that result nine people then voted for a narrative based music video which allows the audience to follow a short story in relation to the song. A concept based video only received one vote. In conclusion to this it is vital that any artist that releases a music video must take part in the production and role play so that the audience are able to relate to them. This follows the performance based element which in my opinion is the most vital element.

My thirteenth question was 'What record labels do you think are doing well?'. By asking this question I hoped it would tell me who consumers think are doing the best as well as who has the best reputation within the music industry. There are a few main organisations that dominate the music industry, for example Universal and Sony. These companies are both very well established so it came to me as no surprise when they both got the highest votes. Universal got a slightly higher score with nine votes whereas Sony got seven votes. Following these two Columbia was next with four votes and the 'other' section was left blank. Moving on, I then chose to ask 'Can you relate to the lyrics of your favourite song?'. All of the twenty people I asked said yes. This means that the lyrics in any song must have emotion behind it in order to create a bond between the lyrics in a song and the consumers listening to the song. In conclusion to this I have found out that consumers enjoy listening to something that shows meaning.

My next question was, 'Do you prefer solo artists or groups?', the majority of the votes went to solo artists with twelve people voting for them and the remaining eight people voted for groups. This shows me that consumers like artists on their own as a form of identification in comparison to groups. As well as this in groups there is sometimes a lot of confrontation and favouritism which being a solo artists does not have. Following this the last question is asked on my questionnaire was, 'What do you think the interests and beliefs of 'Shani' are?'. From asking this question I was able to find out what consumers expect from an upcoming artist such as Shani. There were four main points which the twenty participants chosen, these where; to stay as a mainstream artist. This got the highest votes which was eight out of the twenty, following this the second highest was to keep producing music which gained five votes. Then to listen to fans opinions on music was next with four votes and then finally, to stay loyal to fans with three votes. This leads me to conclude that the people that took part in the questionnaire prefer mainstream artists to artists that go against the normal perception.

Overall, in conclusion to all of the questions I have asked I was able to find out enough research that will enable the success of my chosen artist. While taking on board everything I have learnt from this questionnaire I will need to put into place different aspects that will help bring together Shani as an artist. Moreover these elements will come together as a representation of the artists who follow the mainstream perception by giving the audience what they want.