Target Audience Questionnaire/Research

I am creating a music video for my media coursework and this questionnaire will help me understand audience preferences, music habits, and visual styles. I will gather all responses from my friends and their friends to have a wider range of opinions and answers. The following questions are the ones used in the questionnaire:

What is your age group?

• Under 16

• 16–18

• 19–24

• 25–34

• 35+

What is your gender?

• Female

• Male

• Prefer not to say

How often do you listen to music?

• Every day

• A few times a week

• Occasionally

• Rarely

Which music genres do you listen to most? (select up to 3)

• Pop

• R&B

• Indie / Alternative

• Dance / Electronic

• Hip-hop

• Other

Where do you usually discover new music?

• TikTok

• Instagram

• Spotify playlists

• YouTube

• Friends

How often do you watch music videos?

• Very often

• Sometimes

• Rarely

• Never

What do you usually look for in a music video? (select up to 2)

• Artist performance

• Storyline

• Cinematic visuals

• Dance / Choreography

• Relatable emotions

Which visual style do you prefer?

• Bright and colourful

• Soft and natural

• Dark and moody

• Minimalist

How important is location (city or nature) in a music video?

• Very important

• Somewhat important

• Not very important

• Not important

What mood do you prefer in music videos?

• Calm and emotional

• Fun and energetic

• Romantic

• Dramatic

Which social media platform do you use the most?

• Instagram

• TikTok

• YouTube

• Snapchat

• Other

What type of posts make you engage with an artist online?

• Behind-the-scenes content

• Music video clips

• Professional photos

• Personal/lifestyle posts

Would a strong visual aesthetic make you more likely to follow an artist?

• Yes

• Maybe

• No

In your opinion, what makes a music video memorable? (long answer)

Do you have any suggestions for what you would like to see in a new music video?(long answer)

Audience Research for My Chosen Song

For my music video, I have chosen 'Riptide' by Vance Joy because its relaxed, acoustic sound and lyrics fit well with a summer coastal setting.

To understand the target audience, I researched the song and artist across Spotify, YouTube, and social media platforms. On Spotify, Vance Joy has a large global listenership, with the majority of listeners appearing to fall within the 16–30 age range. The song is featured on acoustic and chill playlists, suggesting that the audience enjoys music that is emotional, melodic, and easy to listen to rather than heavily produced. This indicates listeners who are likely to engage with music for mood and atmosphere.

On YouTube, the official music video has hundreds of millions of views, and the comments frequently mention the song’s storytelling and unique imagery. Many viewers talk about how the song feels nostalgic, showing that the audience values emotional connection and artistic visuals rather than fast-paced action. This suggests a psychographic profile of listeners who appreciate creativity and symbolism.

Looking at social media, Vance Joy’s audience engagement is strongest through live performance clips and natural photography. This shows that fans are drawn to authenticity and simplicity, which reinforces the idea that a natural setting such as a beach would align with audience expectations.

Overall, the target audience for my music video is primarily teenagers and young adults who enjoy acoustic and indie-pop music, appreciate storytelling and prefer visually calm content.