Planning Stage 1;

Psychographic Questionnaire Summary;

• Majority are driven by money, suggesting our audience are fulfillers and strivers in life.


• They all Show interest in designer clothes showing our audience could also be aspirers.


• They don't do charity work, suggesting they are the opposite of Young and Rubicam's audience type: 'reformers', as they do not define themselves by their self-fulfillment.


• Hobbies : Socialisation and sport, showing an aspect of mainstreamers within our audience.


• All feel they live fulfilling life to an extent; which also illustrates that they are fulfillers.


• All feel they are successful to a certain extent; portraying that they are experiencers, who have experienced success through showing success in work and activities and can deal with different situations which allow them to be successful. They may also be classed as Believers, as they attempt to succeed in life personally.


• They all strive to do well in life, which therefore suggests they are stivers in life, according to the Values, Attitudes and Lifestyle audience theory.


• There is a general mass audience of mixed classes with the majority belonging to the working and middle classes.


• Our audience occasionally watch the news but not on a regular basis, showing that our target audience are the opposite of actualisers, and do not take life too seriously.


• Our audience are all classed as sociable; suggesting that they are experiencers and makers, according to the VAL audience theory.


• All of our audience consume alcohol on a regular basis, illustrating that they fit well into the 'Fun/Antics' Life Matrix audience theory types.


• Provocative dress code was the leading chosen preferred dress code for a night out; showing that they are Makers, as well as fitting into the stereotypical view of dress code that the dance genre depicts.

Psychographic Questionnaire;

1. Do you think you are driven by money?
Yes___ No___

2. Are you interested in designer clothes?
Yes___ No___ Sometimes___

3. What do you do in your spare time?
____________________________________________________________

4. Do you do any charity work?
Yes___ No___

5. Would you say you live a fulfilling life?
Definitely__ Maybe__ No__

6. Would you class yourself as successful?
Yes__ No__ Maybe__
If yes Why?
_____________________________________________________________ _____________________________________________________________

7. Do you strive to do well in life?
Yes___ Sometimes___ No___

8. What class do you consider yourself to be?
Upper ___ Middle___ Working___ Lower___ Other___

9. Do you watch the news?
Yes___ No___ Sometimes___

10. Are you a social person?
Yes__ No__ Sometimes___

11. Do you consume alcohol on a regular basis?
Always___ Occasionally___ Sometimes___ Never___

12. What is your preferred dress code on a night out?
Casual___ Smart___ Provocative___ Comfort___ Other___ N/A___

Documentary;

Demographic Questionnaire Summary;

From this questionnaire we will be able to tell who our target demographic is and what attracts them to buying dance music.

We found that mainly females who are aged 16 to 24 tend to listen and buy dance music, possibly because they can easily relate to the music when they goout to nightclubs etc.

The target audience tend to listen to the dance music on the television on channels such as MTV dance but also listen to there music on there ipod which they have downloaded from the internet.

Many of the people surveyed said they find out and hear upcoming music via the television and the internet, showing this is the main way of distributing our dance music video.

The results showed that the audience expect to see the stock settings of nightclubs and bedrooms which relate to the genre of music and also the stock characters they expect to see are female dancers within the videos, possibly relating to the gender of the target audience.

Many results showed that the expected colours within a dance video would be a dark blue/black background within colourful red, yellow and orange spotlights to highlight the artists and dancers.

The target audience see a music video as just to entertain but if there was a narrative they would expect the narrative to be based around love and relationship problems, possibly with the use of Todorov's theory.

They expect to see a female artist associated with the dance genre, along with being able to relate themselves to the dominant characters within the music video.

The audience we are targeting feel that the album cover of a dance video is considerably important when buying an album and the album cover appeal to them in the way of attractive models, the gesture of the models and the layout of the album cover.

When asking the audience of the questionnaire which album covers they are most likely to purchase Clubland 15, Clubland 17 and David Guetta came out on top.

There reasons for choosing these album covers were because of the layout and model used. The ideology that the success to selling dance albums is to have a provocative woman placed on the cover, however the David Guetta challenges this as it a was very popular choice with the target audience because of its uniqueness and differentially.