Task 4: Audience Research

Young & Rubicam


Through the use of these descriptors, we can conclude our product (the music video),  would fit "Explorer" the best as our demographic are students to young adults who are discovering adulthood. The artist in our music video is individual in clothing, wearing animated character T-shirts and displays positive energy. An audience segmentation enabled us to identify and explore the type of person and their interest of our audience




The main theme in our music video is youth and adventure in the past. The two actors are of a younger demographic, both students and seek discovery in the woods so this fits well with some of the descriptors in explorer, (to seek adventure and be of a younger demographic). Meanwhile,  the meaning in the lyrics of the song ties in with "Reformers" as the person wants no restrictions and wants to escape a situation (they aren't content), as in the lyrics "I found a way out". There is little attention to materialistic goods in our music video, with no intended product placement (only a brief shot of an album of photos on an Iphone and a Martin Guitar) and clothes which are not designer or expensive which shows the people in the music video are somewhat anti materialistic.










Our product, the music video for Jack Garratt's song weathered appeals to an audience that wear brands outside of the mainstream, tending not to be conventional in the shops they use so may buy clothe from retailers such as Pretty green and not always high street shops. The brand isn't necessarily expensive to purchase and may differ from what their friends or the majority of people wear at their age. Along with this we would expect the intended audience to spend their money on some electronics but more niche categories of electrical goods such as Apple Watches, or more likely, a cheaper alternative such as a Huawei Watch or a Pebble Time Steel. Android phone would be greatly favoured over Iphones but some of our targeted audience would have an Iphone as the genre of music (Indie) is associated with the current time era.