A focus group are a group of people assembled to talk about a product before it is released. In this sense, I gathered a group of 4 people, 2 of which are the intended primary audience and the other 2 are the secondary audience. This allows me to grasp the range of opinions but also to apply my product to more people. All 4 participants fit into the target audience of the brief being a socially conscious 16-24 middle to upmarket demographic. My personal primary audience is to members of the LGBTQ+ community as well, with my secondary audience being those who support.
By creating a focus group, my audience can directly give me their thoughts and opinions and I can more directly adhere to the interests of my audience.
Lillith Freeman - Primary Audience
Lillith is an 18-year old student who attends Sixth Form and is in her final year. She falls into the primary audience category and is a member of the LGBT community and a young public speaker for women's rights and environmental activists. She studies English Literature, Drama and History and enjoys theatre, art, history and literature.
What psychographics do you fall into?
Mainly just reformer.
What is your favourite song and why?
Michael by Franz Ferdinand. This song just makes me feel free; it's fun and feisty but has a rawness to it. It's about fluid sexuality, and the way its represented in this song is something that is really important to me.
Who is your favourite artist and why?
Hayley Williams (as a solo artist, not her band). Her songs feel like works of art. They have beautiful lyrics and her use of sound is interesting and exciting.
What's your favourite music video and why?
My Life is a Song for You by Tom Rosenthal. It is made by a filmmaker that I love, Bertie Gilbert, and I like it particularly because it is just so real. It isn't just a music video, it is a documentary on people's losses and their artistic responses to that, and I think it's just really special.
What is your favourite music streaming service and why?
Probably Spotify because it's free and easy to use. I can cope with the ads!
Do you go to concerts and festivals and why?
Not very often but I have been to some. They tend to be too expensive for me to afford.
Do you use social media and, if so, which?
Instagram, Facebook and WhatsApp.
Ash Bournes - Primary Audience
Ash Bournes is a 19-year-old, gender-neutral member of the LGBT community, currently in their first year of university studying Bio-Chem. Their main interests, besides science, are photography and film-making, including working the cameras for costume design shoots. They also play the guitar and hope one day to perform too.
What psychographics do you fall into?
Probably a reformer, I'm pretty socially aware.
What is your favourite song and why?
See Through by CAMINO because it's really easy to sing and play along to.
Who is your favourite artist and why?
Years and Years I think because they not only play good music but also have a great message of LGBT representation in their music.
What's your favourite music video and why?
Young Volcanos by Fall Out Boy is definitely my favourite by far! It's got this really creepy imagery and it contrasts the song which is super upbeat and almost cute.
What is your favourite music streaming service and why?
Easily Spotify. My whole family have this bundle deal, it's so easy to access and practically everyone's using it so you can find practically any song you want on it.
Do you go to concerts and festivals and why?
If I can, I'm pretty skint at the moment. It's a great atmosphere and being around other fans is awesome too. It gives a different experience than sitting listening to it through your headphones and is just great to see the artists performing live. But right now I can't go and see any one cause, being a uni student makes it hard; it can be expensive and inconvenient to get to.
Do you use social media and, if so, which?
Yeah, I use pretty much all of them! Instagram, Snapchat, Youtube, Tumblr and Discord. I stay far away from Facebook though!
Henry Bird - Secondary Audience
Henry is a 16-year-old student, studying his GCSEs at his final year of secondary school. He studies art and music and hopes to go on to continue them at Alevel too. He enjoys keeping fit alongside his passions for art and music and spends the majority of his time playing videogames and listening to most of Spotify.
What psychographics do you fall into?
Strugglers and reformers I guess
What is your favourite song and why?
I can't pick one! Probably The Mint by Earl Sweatshirt, Stoned Again by King Krule and Guest House by The Daughters but there's so many more. They're all perfect in pretty much every way: lyricism, instrumentals, themes, you name it.
Who is your favourite artist and why?
It was a throw up between Kendrick Lamar and Radiohead but I have to go with Kendrick. He is, without a doubt, the greatest lyricist of our time, very possibly of all time.
What's your favourite music video and why?
Ain't It Funny by Danny Brown. It's an extremely introspective piece about the pitfalls of our society in how we alienate and mistreat drug users and how everyone sees it as so 'funny' that people, Danny Brown included, are doing real damage to themselves and are unwilling to help. I would suggest it highly to anyone who wants to learn about the subject and what real people re going through. The music itself is very inaccessible to most listeners but the use incredible lyrics and a mix chaotic, experimental jazz and rap make it an unforgettable experience.
What is your favourite music streaming service and why?
I use Spotify, YouTube and Apple Music but I tend to use Spotify more. However, I use each other for when the other doesn't have a particular thing, etc.
Do you go to concerts and festivals and why?
Yeah, I go to concerts and stuff because I am a lover of music. There's no real experience like going to see music live. It's a good way to support artists since streaming services typically are very bad for it.
Do you use social media and, if so, which?
I use Reddit and Youtube. Occasionally WhatsApp to catch up with friends.
Lientho Barclay - Secondary Audience
Lientho, aged 23, is currently studying medicine at the University of Birmingham. When not studying, he enjoys doing sport, music and art in his spare time and enjoys taking interest in his friends' studies too such as in politics and history; he enjoys debating with friends on topical stories.
What psychographics do you fall into?
Most dominantly succeeder but also reformer and aspirer. I want to win and be the leader in my ideal world.
What is your favourite song and why?
Winner Circle by Anderson Paak, it's such a good mix of all the human emotions I value.
Who is your favourite artist and why?
It's my favourite song so he's also my favourite artist. Anderson Paak is just a versatile chill guy.
What's your favourite music video and why?
Shackles by Mary Mary, a bit of a throwback! It's a glorified memory from my childhood so it's something I remember fondly.
What is your favourite music streaming service and why?
Spotify, it just has everything I want on it.
Do you go to concerts and festivals and why?
No, I've never been to one but I plan to. Just need to get enough money to go.
Do you use social media and, if so, which?
Yeah, I use Instagram, WhatsApp, Discord and Snapchat.
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