Martino+A.+Focus+Group+Report

Martino A. TO: Proximity Music Team FROM: Ali Martino SUBJECT: Music Focus Group Report DATE: March 24, 2010

Here is my report on a focus group I ran with four females on their views on the music industry. I was able to cover three of the five questions my team had developed. Most of the participants used illegal downloading as their only source to obtain music, even with the threat of prosecution. 

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 45 minute session was held at my home on Monday, March 15, 2010. The female participants were:

· Catherine, 20, a St. Johns Univ. junior elementary education major · Halie, 22, a Hofstra Univ. senior astronomy major · Nicole, 21, a Malloy College. senior nursing major · Tracee, 23, 7th grade Spanish teacher

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

__Prices on music__ All of the participants felt strongly that the prices of music, either .99 cents per song or 10 dollars an album was a reasonable price. Yet all of the participants download music almost every day, and the money seems to add up. Nicole stated that she has downloaded over 3000 songs and would never be able to afford to pay $3000 for music. Only one of the participants, Tracee, purchases songs from time to time, but stated "it's a rare occasion." A common thought within the group was "why pay for music when one can download for free?" Catherine pointed out that with the economy in the shape that it’s in, money should be saved for essentials rather than spent on music. All of the participants agreed that in the future, with a more disposable income, paying .99 cents for a song would be sensible. Until that time comes, downloading illegally is the preferred choice.

__Prosecution and Viruses__ The participants agreed that the threat of prosecution would not prevent them from illegally downloading music. Halie has had a relative prosecuted for downloading music, resulting in a $3000 fine. Knowing someone has not even deterred her from illegally downloading music. Halie stated that, "I would rather take the chance of prosecution then pay for songs that I can download for free." Another participant, Nicole, has had a computer crash from the viruses obtained through illegal downloading, but still continues to take part in it. The other two participants said they would be more cautious if they knew someone who has been prosecuted, but it would not completely stop from downloading illegally. The threat of viruses and being fined is a risk the participants feel is worth making.

__Buying an album__ The participants agreed that they would purchase a CD to support their favorite artists. By purchasing a CD, it not only supports their favorite artists, but the merchandise can be kept. If your computer was to crash, music files bought on a computer are lost. Catherine said that she would much rather buy a CD with a case than a music file off the computer; "It will be nice in the future to be able to listen to an old favorite CD, bringing back memories from my childhood."

Findings:

The session revealed that the female participants

· All downloaded illegally · Consider online music prices reasonable, but download too much to be willing to pay .99 cents for a song · The threat of prosecution or risk of viruses does not dissuade their decision to illegally download.

These findings should be compared to the results from other sessions with female participants. All of the females in the group were willing to take the risk of prosecution, rather than pay .99 cents a song. With the economy going the way it is, it would benefit the music industry to find a new model in which to reach Gen-Y. Advertisers cannot count on achieving Gen-Y's attention through sites that only sell music.  Focus Group Rationale We covered the following three topics during the session: