Digipak Questionnaire Analysis

I put together a questionnaire asking people what they'd expect to see in a digipak and their previous experience regarding them. Here are the results I received.

The majority of people who answered my questionnaire were aged between 18-20 which is within my target audience of people aged between 15-25. Although a few people were ages over the age of 25, I believe having a wider scope of people answering my questions would extend the appeal of my products to more people than my target. 

I know the respondents of my questionnaire are of a range of genders meaning my results wont have any gender bias to them, therefore showing they will be reliable and representative of my target audience.

These results have shown that my target audience prefer to see imagery related to the artist on a digipak rather than an image of the artist or something that is abstract and unrelated to the music video or artist. When creating my digipak, I'm going to include imagery that relates to the music video to please my target audience and create a strong continuity between my products.

These responses have shown that most people will expect to see a personal element inside the digipak to make it worth buying. Some people said they'd expect to see a message from the artist as well as images, a lyric booklet, quotes, logos and additional information about the product or artist. I'll try to include as many of these things as I can when creating my own digipak to make sure it is as appealing to my target audience as possible. I like the idea of including a message from the artist in it as it'll really add a personal touch, therefore I'll add an appropriate message that suits the overall theme of the product.

For this question I asked how much people would expect to pay for a digipak between 0 and £20. This graph shows my respondents said they'd pay around £8 on average. I'll make sure to keep my digipak at a low price considering my target audience is aimed at students who may not have a high income to afford it.

70% of people here said being a fan of the artist and having a free gift or exclusive information would encourage them the most to buy the digipak. Due to the fact that this will be the first released album from this artist, there wont be a large fan base ready to buy their new album so I will have to find as many ways to attract this audience as possible. I could do this by creating a strong continuity between my music video, poster and digipak and also portray that the new album can't be missed to intrigue members of my audience.

These results show that most people like to see a clear link between the digipak and poster however one respondent said they prefer the digipak to be minimalist while the poster has all the images and information linking directly to the artist. This means that members of my target audience don't expect to see a clear link between the products although the majority prefer it when there is.

Most people here have said they like to see a clear link between the music video and digipak, however, if the track isn't a single it may take the attention away from other songs. The chosen track for my music video is going to be a single included on an album which means my audience will find it necessary to include images from my video as it'll promote both the video and album. One respondent said they don't watch music videos a lot which means I may have to make my music video and digipak appeal to people in separate ways to attract people who prefer the music rather than the videos.

This graph shows that people don't buy digipaks very often. In result of this, I will include links of how to listen to the music such as Spotify and ITunes on the pak and poster so people can still listen to the album and be aware of the new album release.

Here, most of my respondents have said they'd be more likely to buy an Alternative genre digipak with Rock, Pop and Indie also being popular choices. No one said they'd purchase a Hip-hop album and 1 person said they'd buy an electronic/dance album. This reinforces that the people who answered my questionnaire are a part of my target audience. Due to my chosen song being classed under the Alternative/Rock genre, it has elements of pop and dance to it which will appeal to this side of my audience.