LoPinto+M+focus+group+report

LoPinto M

To: Proximity Music Networking Team From: Michael Lo Pinto Date: March 25, 2010 Subject: Focus Group Report

Here is the report about a focus group I ran with five college students to hear their opinions on music piracy. I was able to cover most of the questions developed by our team. Here are the results.


 * Focus Group Rational**

The Internet has completely changed the music industry. Because music can no longer be protected with copyright and more people than ever are downloading music for free, the old business models have become ineffective. Our focus group sessions were designed to determine exactly how Gen-Y consumers are getting their music. Information from these sessions will allow us to advise Proximity clients on how to best use music sites to connect with Gen-Y.


 * Setting and Participants**

The session took place in my apartment and lasted for approximately 45 minutes. The participants were:

• Nicole, 21, a Towson University senior Communications major; (dating Mike) • Tara, 20, a Towson University sophomore Biology major; • Randy, 20, a Towson University sophomore Criminal Justice major; • Mike, 19, a Towson University sophomore Film Major; (dating Nicole) • Drake, 22, a Towson University senior Film Major. (Apple Intern)

We covered the three following topics during the session:
 * Session Topics**

__Obtain Music__ Most of the participants obtain their music through illegal downloading. The most popular music piracy website mentioned in the session was Limewire. Some participants do buy CDs and tracks through iTunes.

__Support the artist__ Most participants said they support the artist through concert and merchandise sales. Randy, was the only participant to say that he does not support the artist at all. He went on to say that he does not listen to music often therefore it's not worth purchasing CDs.

__Piracy laws__ Drake, an Apple intern well versed in the the piracy laws, doesn't illegally download at all. Mike, however, makes sure that when he illegal downloads music to do it at home because he knows Towson University monitors what he does. Suprisingly enough, Tara and Randy were oblivious to the fact that there were even penalties regarding music piracy.


 * Findings**

The session revealed:

• Most participants (four) illegally download. Not everyone is aware of the laws regarding music piracy. • Fans feel as though they give back to the artist through concert and merchandise sales.

As I expected, most of the participants do not care about the laws regarding illegal downloading. Some even go to great lengths to make sure they do not get caught. This avoidance behavior indicates that Gen-Y has complete control over illegal downloading.