Target Audience Research

When I come to produce my ancillary task products alongside my main product, it is essential for me to consider my target audience as a whole to ensure that they are successful in promoting the music video (main product). I have set a basic target audience profile for the music video on the basis of the basic research I have so far conducted, and this will also follow-through with my production of the ancillary tasks as I will be more-or-less targeting the exact same people. However, because of the location and distribution of said ancillary products, the target audience for each one might change slightly.

For example, the link that I have posted below takes you to a blog post written by Jay Frank, where he states that 61% of online books, music and video are purchased by women, which suggest that my website will have to take a slightly more feminine approach, whereas over 2/3 of Top Single Download purchases were of artists with a female majority fanbase, which suggests that women are more likely to download music from sites such as iTunes, whereas men prefer the idea of going into a store and purchasing a physical copy, which might suggest that my Digipak has to be aimed more at the men that make up my target audience.

My general target audience is:

• Men/Women 40%/60%
• 16 - 24
• Festival go-ers
• Play live music/guitars
• Quiet, calm personalities
• College and Uni students
• Ed Sheeran fans
• People based in England and America mostly
• Very few people above and under the age-range stated above.
• The people in this target audience make good friends
• Hobbies include going bowling, shopping and photography

These are the sort of qualitites I will have to take into account when I create my ancillary tasks. In terms of colour scheme, I will use orange as this is a rather neutral colour and will suit the rather close ratio of men to women - the colour also co-ordinates with the singer that I am using. I will also continue to use imagery and lighting to reflect those used within my music video, and these will also reflect the quiet, calm nature of my target audience. With the website, I will use slightly more colour to attract a more feminine feel to it, using a fun, but casual layout and styling, in comparison to curly hand-written fonts which might be used on a female's website. For the Digipak, to suit more women in the target audience, the imaging I use will particulalry touch the heart, as well as warm, autumnal colours to really attract the female side of my target audience.

This children's website for example attracts it's target audience with the use of bold shapes and patterns, as well as strong colours. The target audience is clearly females because of the use of pink and purple colours.

An information website, such as the BBC, uses a set colour scheme which usually contains no more than three main colours to not discriminate against anyone. However the lack of colour in comparison to the first website makes it look more professional and suitable for an older target audience.

Summary of my Audience Research:

Bibliography:

• War of the Sexes