Final Questionnaire

I choose Survey Monkey to publish my survey.  I was fairly easy to use and was easy to share on Facebook and through weblink.

The Questions
I went with the GEMS 25 word list as the GEMS 45 seemed too big a list for such a small snippet of audio and the GEMS 9 was too short to get good enough results from analysis.

The choice of demographic questions was whittled down to three - Gender, Age and whether they had heard of the Brew Dog before.  Other questions to do with drinking beer and musical ability may have given interesting results but were either misleading questions or were not relevant enough to the purpose of the survey.

Link to Questionnaire

https://www.surveymonkey.com/s/8XQGMLZ

Brew Dog Audio Logo - 1st Draft

Instruments:
Live: American punk tone guitar (Line 6) - Plays power chords |BBBB|BBBD| Choice of chords to coinscide with the initails of Brew Dog. A B chord build up to accents on the last B chord and D chord to emulate the syllabic phrasing of Brew Dog.
Midi: Liverpool Bass (Logic Pro 8) - Plays bass notes to power chords
         Indie Live Drums (Logic Pro 8) - Plays a simple punk rhythm with basic fill on toms to crash. 

Time signiture: 4/4  Tempo: 200.000 bmp.  Basic punk time signiture at a fast tempo.

GEMS - Geneva Emotional Music Scale

http://www.psychinstruments.com/cms/uploads/GEMS-45.pdfGEMS-45
http://www.psychinstruments.com/cms/uploads/GEMS-25.pdf - GEMS-25
http://www.psychinstruments.com/cms/uploads/GEMS-9.pdf - GEMS-9

Each link shows the survey in different sizes.

The Personality, Emotion and Music Laboratory is located at the University of York in England and is headed by Dr. Marcel Zentner. The Laboratory is specialized in the study of basic personality processes, in particular personality development, personality and mating, and the nature of human musicality. The Laboratory creates measures and tests that relate to these domains.

http://www.zentnerlab.com/sites/default/files/pub_3.pdf
 Emotions Evoked by music

Perceived emotion in music

http://epubl.ltu.se/1402-1773/2010/172/LTU-CUPP-10172-SE.pdf

Finding a Company - Brew Dog

http://www.brewdog.com/

Welcome to the craft beer revolution

Beer was never meant to be bland, tasteless and apathetic.
At BrewDog we are setting the record straight.
We are committed to making the highest quality beers with the finest fresh natural ingredients.
Our beers are in no way commercial or mainstream.
We do not merely aspire to the proclaimed heady heights of conformity through neutrality and blandness.
We are unique and individual.
A beacon of non-conformity in a increasingly monotone corporate desert.
We are proud to be an intrepid David in a desperate ocean of insipid Goliaths.
We are proud to be an alternative.

Buzz words: And their "google" search results

• Fresh - Images of water and fruit/veg - Handel's "Water Music" - Since this was comisioned to be played on a barge down the river thames, all the instruments in the Baroque orchestra were included in the composition, except the harpsichord and timpani, which would have been inconvenient to bring onto the barge. The suites' music reflects this, with strings, for example, providing support usually afforded by the timpani.
• Not commercial/mainstream - This partly goes against what branding is all about, but nevertheless non commercial is a brand in its self.
• Unique/Individual -   |
• Alternative  -              | These are all very similar. It's like saying these beer won't appeal to 
• Non-Conformity -      | Everyone, so the audio logo may mirror that.

The beer is branded as "Beer for Punks" so this should come across in the audio logo too.POWER CHORDS!!!

Thinking about the Questionnaire

The purpose of this project is to determine whether certain musical techniques can help portray certain word or emotions that coincide with a company's brand message.

factors that need to be taken into consideration are:

• To rule out whether pairing the audio logo with a visual will affect survey results.
• age range/target marketing
• how the questions can be analysed after.
• how much info to give about the brand before hand