Quantitative Research

SILO
Advertising Research: ADV3500; 1B74

Creative Works
Katie Brady, Lesly Parra, Jessie Barth, Eloisa Pino, Fabian De la Fe, Joel
Bebermeyer
April 17

Table of Contents
Executive Summary
Project 1: Secondary Research
Project 2: Qualitative Research
Project 3: Quantitative Research
Introduction
Problem Statement
Research Objective
Concepts of Interest
Research Method
Findings
Research Conclusions
Bibliography
Appendices

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Executive Summary
With Electronic Dance Music events and festivals booming around the world,
SILO wants to capitalize on this market by providing silent disco after-party events in
Gainesville. For SILO to increase their brand awareness and improve attendance at
their events, we conducted secondary, qualitative and quantitative research to better
understand consumers.
With SILO being a new company, our secondary research was limited. However,
we discovered one crucial problem was a lack of knowledge and understanding of the
company and silent disco events. Our method of qualitative research was conducting
two focus groups, with our objective being to better understand consumers thoughts on
the EDM genre, silent disco events in general, and SILO specifically. One group
contained 19-21 year-old EDM listeners to extreme listeners, and the other group
consisted of EDM listeners and non-listeners between the ages of 21-23. We
discovered those who knew of and attended a SILO event did not consider it a premium
after-party event. They also expressed their concerns with the atmosphere, location and
constrictive nature of the events. Yet those who hadnt attended a SILO event were
willing to try it.
To gain greater understanding of consumer insights and generalize our results,
we distributed a survey and had 80 participants. These results confirmed some of the
findings from our focus groups. Among respondents, 89.2% considered Ability to
Socialize and 75.7% considered Venue/Location Somewhat Important or Very
Important. However, we found that 46.9% of our target consumers would give SILO a
very little chance, despite going out two to three times a week. There are two key

findings that are consistent through all of our research: 1.) Lack of awareness of SILO,
2.) A majority of those who do know SILO, dont consider the events worthwhile based
on the events location and atmosphere of the silent disco. Since SILO is a new
company, these problems can easily turn into opportunities.
Creative Works strongly suggests that if SILO wants to continue its silent disco
after-party events, it targets the niche market of those who enjoy silent discos.
Otherwise, the majority of students in their target audience dont consider silent discos
as a desirable event to attend. To improve awareness, SILO should target this niche by
expanding their awareness through radio advertisements on stations such as Party 99.5
and Kiss 105.3. It is also vital that SILO expands its social media presence on various
sites, because their only site is on Facebook. We recommend creating an Instagram
and Vine account to show videos of DJs and events. Social media is the best way to
reach your niche market for free. By consistently targeting this niche market, over time
SILOs attendance will improve.

PROJECT 1: SECONDARY RESEARCH

Project 1: Secondary Research

Situation Analysis
(A) Industry
Electronic Dance Music, more commonly known as EDM, has taken off as a
music genre over the past couple of years. With famous DJs including Alesso, Steve
Aoki, Swedish House Mafia and more, EDM has dominated radio stations, music
festivals and college nightclubs.
Popular cities for EDM music include Las Vegas and Los Angeles. Miami, FL is
ranked as #3 Top EDM city in the nation. Miami is definitely the heart of EDM music in
Florida, with Orlando and Tallahassee following behind. EDM is also known for its largescale music festivals including the Electric Daisy Carnival, TomorrowWorld,
CounterPoint Musical Festival and more (Vick, 2013; U.S. EDM Festivals).
The growth of EDM popularity in Gainesville can only be described as explosive
(Webb, 2013). Though Gainesville is quite small compared to other EDM venues, the
city is becoming the newest location for big-name acts. This is in part due to efforts of
Gainesville promotion companies. As these companies compete to put on amazing
shows, bigger artists are being drawn to perform in Gainesville.
Key players in the Gainesville area are the promotion groups Dynasty Group and
Digital 4orePlay. Both promotion groups specialize in House, Dance and other EDM
music. There are other promotion groups in Gainesville, including 361 Nightlife and
Uber Promotions, though Dynasty and Digital 4orePlay have the largest grip on the
EDM industry (Webb, 2013).
In 2012, Dynasty Group assisted in the partnering and opening of Forum, a
Gainesville nightclub. Forum describes itself as Gainesville's premier electronic music
venue.
(B) Company
SILO is the silent disco evolution. It is a local, Gainesville, company that works to
deliver EDM in a unique and interesting package (Facebook, SILO).
Though silent discos have been around for a while overseas, SILO was first introduced
to the Gainesville area late last summer. With all bars and nightclubs closing at 2 a.m.,
SILO founders noticed that there was a significant need for EDM after parties.
Partnering with the Dynasty Group, SILO hosts the after parties that follow large
concerts. If Dynasty is able to recruit a big-name DJ to perform in Gainesville, SILO will
usually tag on to the event and host a follow up after party. Once the venue closes for
the main event, concert attendees are encouraged to stop by the SILO location (usually
a private, off-campus house) to hangout and enjoy a silent disco concert. These silent
discos are ideal for the area in that they use headphones instead of speakers to play
music, thus avoiding any noise complaints.
Occasionally SILO will make use of a cover fee, but admission is often free. From
there, attendees can pay $5-7 to rent a personal pair of headphones and enjoy live
music. Each headphone has three stations of music to choose from, providing each
user with a customizable experience. The equipment is one of the best in the market;
listeners are guaranteed high-quality sound. SILO events also feature LED lights, sound
stages, production lights and Gatorade/water on sale. SILO events do not serve alcohol.
SILO has a Facebook page and posts videos through SocialDynastys YouTube
account. The company does not make use of any other social media forms, though they

are open to trying new platforms and markets.

SILO has a low awareness level throughout UF. The company hopes to expand
awareness an increase attendance by 700 people per event. The main priority is
increasing attendance. Afterwards, the focus turns to headphone sales. Currently, about
1/5 of attendees rent headphones at SILO events. The rest just hangout or talk. With
time, SILO hopes to increase the number of headphone renters. Additionally, if more
people begin to attend SILO events, the company can raise the rental fee for
headphones and further increase company profits. In the long run, SILO founders hope
to expand to other Florida markets, such as Orlando.
(C) Competitive Analysis
Though SILO does seem to be the sole provider of silent disco parties in
Gainesville, it does have several competitors. Direct competitors include other clubs,
bars and fraternity after parties. Indirect competitors include the weather as well as the
option of just going home after the main show.
1. Product attributes & functions
Other clubs and bars are probably the biggest competitor of SILO events. Unlike
SILO, these places can serve alcohol, are typically indoors and are more familiar in
consumer minds. Though, if it is past 2 a.m., all bars and clubs are closed
which gives SILO the advantage. Many fraternities throw their own after party events.
Members will go to a concert together as a group and then invite others to meet up at
an off-campus house to drink and party some more. These parties have an advantage
in that attendees can listen to music and drink for free.
On the other hand, people are also highly likely to just go home after the main
concert. It is 2 a.m. and all the bars and clubs are closing. It is likely that these
attendees are ready for bed, themselves.
2. Current positioning & personality of the product
As previously mentioned, clubs, bars and fraternity parties are more familiar to the
target market. SILO is relatively unknown in Gainesville. People are less likely to attend
and pay for an event they are unsure about.
3. Price, cost, margins
Bars and clubs usually charge a cover fee, unlike SILO. That, combined with
purchase of drinks or food, can add up to a more expensive night out.
The indirect competitor of going home after the main event is completely free of
charge,
4. Promotions used: current and past advertising strategies
Many clubs and events use promotional groups similar to Dynasty Group. They
promote via Facebook, Twitter and even Instagram. These competitors tend to have a
greater social media presence than SILO.
5. Media spent
Nearly all promotions are done online for free. If any costs were to arise, it
would be for personal paid promoters. SILO faces external threats, including the
weather. Florida has a very temperamental climate. Initially, SILO was intended to
launch in the summer, but the heat and heavy rain caused the company to push its date
further into the fall semester. SILO events are typically hosted outdoors, leaving the
company vulnerable to rain and temperature.
June through September, is known in Florida as Tornado Season. This time

period is characterized high temperatures and heavy, sporadic rainfall. This winter,
Florida has experienced surprisingly low temperatures. Several nights have reached
below freezing.
These extreme weather conditions are very discouraging for event attendance.
(D) Consumer Analysis
SILO is currently targeting 18-24 year-olds. These are typically college students or
local Gainesville residents who enjoy fun, social events featuring electronic dance
music. They are loyal EDM fans in that they not only attend the main concert, but also
follow up with the SILO after party. They value good music, dancing and partying. They
are exciting and enjoy the nightlife.
Also known as Millennials, this generation is heavily reliant on the Internet and
social networking sites. Cell phones are almost always in handB. Statistics indicate that
in 2012, out of all online activities, consumers spent the largest portion of their day (37
minutes) on social networking sitesA (Mashable; Richter, 2013).
Overall, these people are just looking for a good time and some EDM music. They look
to SILO to help fuel their fun and keep the night going.
(E) Macro-Environmental Analysis
Based on 2012 data, Gainesville/Alachua County has a population of about
126,047 people. Of this population, 99% live in urban areas and the remaining 1% in
rural. The population has grown over the past decade at a rate of about 1.4% and
continues to grow today. Females make up a small majority of the population at about
51.6%. The median age of Gainesville/Alachua County is 24.9 years old. The labor
force of Gainesville has had a slow, steady climb over the years (City-Data).
Along with the rest of the United States, Gainesville has been experiencing
extreme weather conditions. Temperatures are dropping below average and into
freezing levels. Many businesses, such as Mochi Frozen Yogurt, are experiencing
declining sales due to the cold weather. A trending topic of legal discussion in
Gainesville has been the legalization of marijuana sale in Colorado. Many Gainesville
residents see Colorado as a trendsetter and hope the state of Florida will soon follow in
legalization.
Because SILO targets young, college-age students, it is important to analyze the
nearby University of Florida demographics and trends as well. UF students make up 1/4
of the Gainesville population. Very similar to the overall city trend, 55.1% of students are
women and 44.9% are male. About 19% of the UF population is involved in fraternities
and sororities. Over half (60.6%) of the full-time undergraduate population is receiving
some sort of financial aid (US News & World Report).
UF has made several strides towards protecting the environment. With
organizations like Gators Going Green and other independent initiatives, such as the
How Low Can You Go? Sorority Water Challenge, University of Florida students are
working to live a more eco-friendly, sustainable lifecycle. A recent, popular legal trend
throughout UF has been over gun restrictions. In January, UF ruled that students,
faculty and other visitors are legally allowed to keep firearms securely locked in cars
parked on campus (Schweers, 2014).

SWOT Analysis
Strengths

 SILO is capitalizing on the growth and popularity of the music genre Electronic
Dance Music by providing after-concert events that feature this genre.
SILO has a competitive edge in Gainesville because they are the only company
providing after-concert, Silent Disco events.
SILO works with The Dynasty Group, which allows SILO to reach their target
audience quicker through an established promotional group in Gainesville. This
allows SILO to gain foot traffic at their events by pairing with The Dynasty
Groups concert events.
Weaknesses
SILO does not have a diverse range of products or services. Silent Disco events
only target the most loyal EDM fans and the only product they have to offer is the
sale or rental of headphones.
SILO does not have a substantial social media presence.
Opportunities
EDM is a culture in itself. SILO can develop and/or sell products beyond
headphones to the loyal EDM concert audience.
SILO as a business could grow and move into larger EDM markets such as
Orlando and Miami by using their competitive advantage of unique Silent Disco
after-party events.
Threats
Although SILO has a competitive edge with being the only Silent Disco afterconcert event provider, the nightlife event market in Gainesville is very
competitive. Competitors vary including clubs, bars, other concerts, and fraternity
after parties.
Due to the boom and recent success of EDM-related events and products in the
U.S. over the past few years, many competitors and copycat ideas provide a
threat to SILOs competitive advantage in Gainesville.

Opportunity Recommendation for Research

Lack of awareness amongst the intended target audience is the biggest problem
that SILO has to address. Though the growth and popularity of EDM in Gainesville is
skyrocketing, SILO has not been able to take full advantage of this clear environment
opportunity. Another weakness to address is SILOs use of social media. The
companys presence on Facebook, Twitter and other social media networks is close to
none. Social networking is the top activity in the United States. With that in mind, SILO
needs to rethink the companys media strategy.
First and foremost SILO needs to address its lack of awareness amongst young
adults in Gainesville. The solution to this is through is market research. Research
through surveys and focus groups can help explain SILOs current positioning in
consumer minds and provide clues on how to improve the companys position
compared to competitors. Research can also reveal how important social media is to
the consumer, identifying which platforms can be best utilized for SILO. These concerns

are all addressed in the Situational Analysis.

This research is inexpensive and fairly easy to collect. Afterwards, with a clear
direction, SILO will be able to undertake an effective course of action.

Research Problem Statements

The main problems SILO faces are lack of awareness, competition and external
forces. The greatest of these problems is lack of awareness. SILO hopes to gain from
this research a better understanding of how to increase attendance at SILO events to
700 people per event. Market research is going to be the best way to gain this
understanding, specifically through primary research. The main methods of primary
research that will benefit this research effort will be several series of one-on-one
interviews. These interviews will give us a better understanding of why attendants of
Dynasty Groups events are not willing to stay for the SILO after party. Insight into the
mind of the consumer will be the best way to research the problem at hand. Secondary
research will also be of use in order to gain insight. This research will come through
general research of the silent disco and EDM scene.

Proposed Questions for Qualitative Research

(1) What questions do you need to ask your target consumers to fulfill the information
needs?
1. How often do you go out to nightclubs?
2. What nightclubs do you attend?
3. Do you usually go to after-parties? If yes, where and what do you do?
4. What is your favorite music genre?
5. What are your favorite artists?
6. When you party, what promotional products do you love to party with
(neon bracelets, neon headsets, flashing ice cubes, etc.)?
7. Through what webpage do you find out about special events and
concerts in Gainesville?
8. Are you a student? If yes, when do you usually have your midterms?
9. What is your favorite party environment?
10. What social medias do you use?
11. Have you heard of SILO? If you have, have you attended any SILO
parties?
12. What did you like or dislike about your SILO experience?
13. Is transportation to an event not located within downtown or midtown
parameters an issue?
14. How much money are you willing to spend on an after party?
(2) These questions are based on our situation analysis. Through these questions we
are addressing macro-environmental factors. We are searching out the correct location
and environment on which SILO events should take place. We are also
working with our consumer analysis, which helped us segment our target consumers.
Through these questions we are looking for current industry trends, which will help SILO
know what artists or songs will attract more people.

(3) Questions 3,5,6,8,9,11, and 12 are all open-ended questions. They are truly
qualitative questions because they ask for detailed and in depth responses. We cant
find the answers to these questions without a focus group.
(4) Questions 1,2,4,7,13 and 14 are all short and quantitative answers. They are simple
questions, but the answer to these questions will help us have a better understanding of
our target consumers.

PROJECT 2: QUALITATIVE RESEARCH

Project 2: Qualitative Research

Introduction
Before we began gathering primary, qualitative information, much of our group
focus was on secondary research. County/school census records, magazine
publications, social media websites and more were used to gather information about
SILO as well as the target market. Because SILO is new to the market, there was very
little information available about the specific company, so most of our research revolved
around the silent disco/EDM brand as well as our target consumers.
EDM music is expanding through Gainesville at a dramatic rate. It is becoming
more popular and prevalent to young, college students (our target audience). Key
issues facing SILO are lack of awareness within their niche market. Research has
shown that social media and networking are major activities amongst our target
audience. SILO has yet to take advantage of this opportunity. Another key finding
uncovered is the number of external factors acting against SILO and their events. SILO
after-parties take place late at night, at random locations, do not provide alcohol and,
due to being outdoors, are dependent on the weather. These factors are strong
influencers on consumers willingness to attend SILO events.
Our target market consists of young college students, 18-24 years old, who listen
electronic dance music. These consumers enjoy partying and staying up late. Many
have attended The Dynasty Group events in the past. They are devoted music fans,
always on the pursuit of a good time.

Problem Statement
SILOs main problem can be classified as a Knowledge and Understanding
problem. People are simply unaware of the company and its events. Additionally,
those who are aware of the company still rarely attend the events. SILO is unaware of
the true personality of its target audience, including consumer trends, lifestyles and
behaviors. Through research, SILO can gain insight on the consumers personality,
SILOs personal brand image as well as where the brand stands compared to
competitors/substitutes.
At the moment, SILO is wasting money by putting on events with low
attendance. The value of the information gained from this research dramatically
outweighs any cost of obtaining. First, this primary research is free of any monetary
charge. The only expenses lie in time and energy. Second, by gaining in-depth,
meaningful information, SILO will be able to make better informed decisions.
This research will focus on three key information categories: Partying/Nightlife
preferences, EDM and silent disco/SILO associations. We will also touch on the social
media habits of our target market. This information will help us gain a better
understanding as to why attendants of The Dynasty Groups events are not willing to
stay for the SILO after parties.

Research Objectives
Through our qualitative research, we hope to find greater insight into the minds of
SILOs potential consumers. Our target market, the 18-24 year old EDM fan, will be
interviewed as well as a group of non-users. We hope to find out what people think of

the EDM market, of the concept of silent disco as a whole, and specifically of SILO. The
interviews will help to get a deeper understanding of what our target consumer is really
like and how we can better reach out to them. We want to know about the music
preferences, knowledge of the EDM market, and party habits of these participants,
which will lead us to a better understanding of why SILO has not had the desired
number of attendants. What attracts people to these events? What makes people not
consider attending? All of these questions will be answered through primary qualitative
research in the form of focus groups.

Research Method
Initially, much of our research was based on secondary data. This included
demographics, statistics and other quantitative information. Now, we would like to turn
our focus towards more primary and qualitative research.
Primary research is the collection or original information that is conducted on/behalf of
the information user. This information can be qualitative or quantitative. We have
chosen to focus on qualitative research because it is more in-depth. Conducted through
focus groups, interviews and other observations, qualitative research is open-ended and
insightful. It is more person and focuses on attitudes and motivations.
SILO is very new to the market, thus there is little to no research regarding the
company. It lacks consumer awareness as well as preference in mental maps. There is
no single, clear reason why SILO has low attendance and a small fan base. Speaking
with our target audience will help us uncover any brand/company issues.
EDM fans make up a very niche market within Gainesville. The better we
understand their behavior and motivations, the better we can target them for SILO
events.
Qualitative research is beneficial in that it is exploratory, flexible, quickly gathered and
can be developed into future research (Project 3).
For this part of qualitative research, we will be relying on focus groups. Focus
groups consist of a group of participants and a moderator. The moderator leads the
group throughout a series of guided discussion questions. Focus groups tend to lead to
deeper, richer information. Participants are also more likely to speak up and get
involved if they see others doing so.
For our research, focus groups are ideal in that they are quick and provide a
variety of responses. By gathering a group of EDM fans and interviewing them as a
focus group, rather than individually, we are able to get vast insight in a much shorter
time frame.
For our research, we conducted two focus groups. The first group could technically
be classified as a small group. It consisted of four participants, all strong EDM
fans/users. These users had attended SILO events in the past. Our second focus group
consisted of six non-users who had never attended a SILO event. Some enjoyed EDM
music, while others did not.
Our focus groups were gathered using nonprobability sampling. Our method was a
combination of convenience and snowball. For example, the first focus group (users)
was gathered through first identifying one friend/target individual. This friend then
gathered more participants to help create the sample. Because our target population is
very small and niche, we could not simply rely on random samples.

In order to make our participants feel comfortable, the focus groups were
conducted in places they were familiar with. The first focus group was held at the
participants fraternity house. It was conducted in a living room area, allowing the
participants to relax on couches during the questioning. It was conducted during the
later afternoon, on a weekend. This time frame best fit the participants schedules. The
second focus group was held on a weekday night at the moderators house. Because
the second focus group consisted of the moderators friends, they too felt comfortable at
the location.
Both focus groups lasted about half an hour. Though the discussions were slightly
shorter than average, a lot of valuable information was gained. The discussions felt
structured, yet casual. Participants were very willing to speak up and voice their
opinions.
Our pre-screener form was used to ensure participants matched our target
audience. The form consisted of five yes or no questions as well as brief background
information. The questions were all regarding EDM music and individual partying
preferences. Interviewing people that have never heard of EDM or dislike partying
would have been a waste of our time.
The consent form was used to inform individuals about the focus group procedure
as well as their rights as a participant. We did not provide monetary compensation for
participation, though snacks and drinks were provided for free. The consent form also
explained each participants rights for confidentiality. None of the participants will be
named throughout the report. Identification will be restricted to initials.
The pre-screener form as well as the consent from were both filled out and signed
prior to the focus group discussion.
As mentioned before, our participants were recruited using nonprobability,
convenience/snowball sampling. We initially reached out to friends and peers, who then
recruited more participants. This decision was due to our target markets small, niche
nature.
Our first focus group consisted not only of product users, but extreme users. They
were recruited based on their EDM and partying preferences. All were diehard fans of
the EDM, frequent attendees of electric dance concerts and festivals. They partake in
Gainesville nightlife often and had all attended SILO events in the past. This group was
helpful in that they had a lot of deep, personal insight regarding EDM. To them, EDM
was more than a music genre- it was borderline spiritual. This focus group was made up
of four, male college students. Ages ranged from 19 to 21 years old. They were all
students of the University of Florida with areas of study ranging from Journalism to
Mechanical Engineering. Lastly, they were all members of a UF fraternity. Due to their
love of EDM and partying, they symbolize SILOs core target audience.
Our second focus group was a mixed group of users and nonusers. They were
less passionate about EDM music than the first group, though still could be targeted as
young, Gainesville partiers. These participants were college students, ages ranging
from 21 to 23 years old. They were recruited as friends of the moderator, screened
based on their partying preferences. This group consisted of six people and was unique
in that all participants were Hispanic. Unlike the first focus group, this one included
female participants. Because this group was made up of users as well as non-users,
there were varying opinions and responses. Unlike the first group, where all participants

loved EDM, the second focus group had members that disliked the genre.
By conducting two, strongly differing focus groups, we were able to gather a vast
and varying amount of information.

H. Findings
Overall in our qualitative research with users and non-users of the SILO event we
found that people do not view SILO as a premium after-party event, due to their concern
regarding atmosphere, socialization, and restrictions.
In our findings we found four main themes from our focus groups; the importance of the
right venue/atmosphere, the ability to socialize in an after-party event, willingness to try
product, and the influence of alcohol/drug presence.
Venue/ atmosphere
Our research shows that the venue and the atmosphere the venue creates is a
major factor in the success of a SILO event. The user focus group worried about quality
of the music if the venue large enough or equipped correctly. The distance of the venue
was also a factor, especially when every SILO event is at a different location.
...proximity or distance. Its kind of a pain in the ass to go downtown. Youve got to get
rides.
If a really good artist is going to perform at a club thats not spatially oriented to host a
lot of peoples or if the equipment is pretty bad, I mean, its not going to be as good of a
show as it could be. So, the venue definitely does matter a lot, in my opinion.
Socialization
Difficulty of social interaction was also a theme we found within both the focus
groups. For those who have been to SILO before, they found it awkward because they
could not talk to other people. Sometimes, this is the main purpose of attending an
after-party event. Because most students thrive for social interaction after an
event/night out rather than continuing partying/dancing, this can cause a certain level of
awkwardness. The user group, made up of mainly men, also discussed that one of the
reasons they would attend an after event would be to find a date. If SILO attendees
have their headphones on all the time, it becomes more difficult to approach and meet
new people or get dates.
Its the most awkward experience
You literally walk in and you dont hear anything, but everyone has headphones on and
theyre like...jamming out.
The non-user focus group was put off by the idea of not being able to talk to each
other, and one person even stated that having headphones would actually keep him
from attending the event.
But you cant talk to other people?
I dont think it is my type of thing. I like to socialize with people. Being with headphones
all the time would make me annoyed.
Willingness to try
This was one of the positive insights we found between the two groups. Even with
a negative perspective, both groups agreed they would at least try going to a SILO

event once. They were both open minded about trying a SILO event, and said it would
be important to go with friends in order to try it. This new-found insight shows that if
more people were to find out about SILO they may be willing to try it, at least once.
Yeah for sure. I am really open-minded and I like trying new things. I really dont know
if I would like it though. Id give it a try.
I think it is interesting but I dont know if I would actually do it in a party. I want to see
what is it and try it out just for fun
I would recommend going once
Alcohol/Substances
Alcohol availability was another important theme we found in our focus groups.
We found that students want to continue to drink after leaving the club or after a night
out. Along with going in a group of friends, they would not consider going to a SILO
event without being under some kind of influence. We also found that some students
would even be more interested in attending a SILO event if alcohol was related
somehow. One of the students referenced another silent disco event that was at a bar,
which he said was a better experience. Another said that they would even be more
likely to go to a SILO event if it was before 2 am and involved alcohol. A large part of
the EDM community is recreational drugs. This was also a factor some said would
influence them going to a SILO event. They said that they would be more likely to go if
under the influence of one of these drugs.
Its meant for people who are still at the peak of their drug experience.
I went to a silent disco at FSU and they had it at a bar and people were drinking. I think
it was a better experience. So, if they could do that at Swamp or something, I think it
would be better.
Everythings definitely better with alcohol
Yeah, maybe youre leaving a club, youre still rolling and you want to go to a silent
disco... yeah, I could definitely see that. But if you leave a club and youre drunk... I just
kind of want to get pizza and go home
Cognitive map
Our cognitive map was based on information gathered by the first focus group.
When asked to identify the most important factors regarding going out, the group
decided on price and location of the event. Additionally, due to the focus group
being all male, availability of girls was an influential factor. We mapped out SILO,
comparing it to other Gainesville bars/clubs as well as alternative after-party options
(going to bed, house parties). The events with a better availability of girls were noted
with stars as well.
SILO was ranked somewhat in the middle between good and bad location, though
the group placed it towards the more expensive quadrant due to $10 ticket prices
and $5 water bottles. Participants did not feel it was a good place to meet a date,
either.

Future [Quantitative] Research

Through our qualitative research findings, we were able to conclude:
Users described SILO venues as an awkward, not a socially appealing

atmosphere.
Most of the non-users interviewees were willing to give at least one try to SILO,
though they did not find the whole silent disco theme attractive.
Alcohol is an important aspect to partying.
Overall, people do not view SILO as a premium after-party event due to the
atmosphere, perceived difficulty to socialize and the event's restrictive nature
These insights are extremely helpful, though due to the nature of the research, we
cannot generalize these findings. In order for SILO to benefit off of this research,
several areas require further quantitative research.
There are several opportunities for continuing into quantitative research. First, the
average age of University of Florida students is about 23 years old. This falls within the
target market range for SILO. Secondly, EDM music continues to grow exponentially
throughout Gainesville. The more we know about the EDM community, the better we
can target them in the future. Third, college students are fairly familiar with surveys and
questionnaires. Reaching them should not be a problem.
One of our biggest insight opportunities is non-user willingness to try SILO.
Following that is SILOs positioning in consumer minds. Taking into consideration the
concerns regarding atmosphere, venues and socialization abilities mentioned by users,
SILO could begin to reposition itself against competitors.

PROJECT 3: QUANTITATIVE RESEARCH

Introduction
Prior to our quantitative research we conducted both secondary and qualitative
research. The secondary research set the foundation of knowledge about the product,
the market, and our target demographic. County/school census records, magazine
publications, social media websites and more were used to gather information about
SILO as well as the target market. Because SILO is new to the market, there was very
little information available about the company, so most of our research revolved around
silent disco/EDM brand as well as our target consumers. We found that our target
market consists of young college students, 18-24 years old, who listen electronic dance
music. These consumers enjoy partying and staying up late. Many have attended The
Dynasty Group events in the past. They are devoted music fans, always on the pursuit
of a good time. We also found that a key issues facing SILO was the lack of awareness
within their niche market. Another key finding uncovered was the number of external
factors acting against SILO and their events. To find specifics, we decided to conduct
qualitative research.
For our qualitative research we conducted two focus groups. One focus group
consisted of heavy users of the product and our second focus group consisted of those
not familiar with EDM. Both of our focus groups led to valuable insights about our target
market and its perception of the product.
From our qualitative research we found that overall, participants did not view
SILO as a premium after-party event. We also found four main reoccurring themes
regarding after party events; the importance of the right venue/atmosphere, the ability to
socialize in an after-party event, willingness to try product, and the influence of

alcohol/drug presence. Our third theme, willingness to try product, is important to note
because it led to the conclusion that although we first believed that our target market
where those who listen to EDM, those not familiar with the events and music where also
willing to try and should also be targeted.
Although both the secondary and qualitative research gave us valuable insights,
neither type of research was representative of the general public. Quantitative research
had to be conducted in order to either provide proof of or disproof the results of the prior
research.

Problem Statement
After collecting detailed, quantitative research, we were able to determine that
SILOs main problem is indeed lack of awareness and interest. Many people are
unaware of SILO and the companys events. A majority of those who are aware of SILO
do not enjoy and do not plan on attending events more than once.
As mentioned in our previous problem statement, SILO is wasting money by
putting on events with low attendance. The value of the information gained from this
research dramatically outweighs any cost of obtaining.
Conducting quantitative research will allow us to gain greater insight on our
target audiences personality, SILOs personal brand image as well as where the brand
stands compared to competitors/substitutes. This data will also allow us to generalize
the findings from previous research. In our surveys, we will focus on obtaining
information regarding partying habits, music preferences and perceptions of silent
disco/SILO.

Research Objective
Through our quantitative research, we hope to find greater insight into the minds
of SILOs target audience. Our target market, the 18-24 year old EDM fan, will be
surveyed through an online questionnaire specifically designed to uncover their
interests and motivations. The questionnaire will help us achieve a deeper
understanding of how we can better reach our target audience. We want to know about
their music preferences, knowledge of the EDM market and party habits. With this
information, we hope to gain an understanding of why SILO does not attract EDM fans
in the Gainesville area.
What makes people choose to attend EDM events? What influences their
decision to either go out or stay at home? How often do EDM fans choose to attend an
after-party? These are the kind of questions we hope to answer with our research.

Concepts of Interest
There were several overarching themes when it came to the concepts of interest.
We were specifically interested in the life and party habits of our target market, what
influences the decision making process when it comes to going out and attending after
parties, overall impression of silent disco, and overall knowledge and impression of
SILO. We want to know more about the motivations and interests of the target market
so we can best appeal to their needs and wants. By examining these things through
quantitative research, we will be able to explore these concepts more in depth and gain
insight into the minds of our consumers.

What factors most influence our target markets decision to go out at night? How
important are location/proximity, price, venue type, crowd/atmosphere,
availability of alcohol/substances, other obligations, and weather in terms of the
decision making process?
o

Are the influences of external factors more important to our target market
than internal factors when they initially make the decision to go out in the
first place? If we can isolate the controllable factors that most affect the
decision, we can work toward creating a more favorable event to attract
the target market.

How often does our target market attend after-party events?

o

Is our target market already interested in attending after-party events

beyond SILO?

When choosing to attend an after party, what factors most affect the decision?
How important are venue type, location, ability to socialize, availability of
alcohol/substances, and time of night in terms of the decision making process?
o

Are these factors the same as the factors that affect the decision to go out
in the first place? Are the same factors prioritized? Similar to before,
knowing which factors are most important will help us to create more
favorable after party events.

What types of music does our target market enjoy (in addition to EDM)? How
often does our target market listen to EDM? Which parts of EDM events does our
target market enjoy?
o

What things specifically attract our target market and encourage them to
attend future events? Ex: music, venue, crowd, production (light show,
confetti, etc.). Beyond getting our target market to attend events, we want
to know how to make an enjoyable SILO after party event.

How familiar is our target market with the concept of silent disco? Have the
respondents attended a silent disco before? For those who have attended, what
was the impression or reaction?
o

These concepts of interest are specifically aimed at the target markets

knowledge and overall impression of silent disco.

In general, is our target market aware of SILO? How many of our respondents
have attended a SILO event? How many of our respondents would attend a SILO
event in the future?

Are these results similar to the overall impressions of silent disco? Is the
problem with the idea of a silent disco or with SILO as a company?

How does our target market typically find out about Gainesville nightlife events
and parties? Ex: Word of mouth, social media, fliers, posters, TV/radio. Which
social media platforms are most common for finding out about nightlife events
and parties?
o

We are interested in how our target market becomes aware of parties and
events because it will give us insight on how best to reach our target
market in the future.

Research Method
Our qualitative research gave us a lot of deep and meaningful insight regarding
our target audience and their perceptions of silent disco/SILO. Many participants had
not heard of SILO and those who had, did not have high perceptions of the company
and its events. Unfortunately, because our focus groups were so small and niche, we
could not apply this information to the general population. We needed a larger database
of quantitative data to confirm our results.
College students have very busy schedules, thus it is often hard to intercept
subjects for surveys. Students are very familiar with the online survey process. SILOs
target audience is predominantly made up of students. Because of these facst, we
chose to target students with Web surveys. Web surveys are quick, efficient and
commonly preferred by our target audience.

As previously mentioned, we chose to use Web surveys due to the efficiency and
ease. We chose to use the platform Qualtrics.com. Qualtrics users can create their own
Web surveys, choosing from a variety of question types. Once the survey is created,
users can share it through their unique Qualtrics link. Throughout the survey, Qualtrics
tracks responses. It monitors everything from number of responses, to average
responses per question, to even response rate per question. Once the survey process
is complete, Qualtrics creates a complete response report. The report includes a
complete statistical analysis of each question and response.
We wanted to focus our research on the key topics from our Qualitative data
(Venue, Socialization, Willingness to Try and Importance of Alcohol/Substances). We

wanted to see if the opinions expressed in our focus groups matched that of the general
target population. Our survey consisted of a variety of Nominal, Ordinal, Interval and
Ratio questions. This helped us gain a broader, more insightful pool of information. For
example, rather than stating whether Location was an important aspect of an afterparty, we asked respondents to rate (out of 100 possible points) how important it was to
them, personally. Varying the question type also helped keep our respondents engaged
in the survey, less likely to get bored or disinterested.
Our survey consisted of 25 questions total, with the first four questions serving as
our screener. Of our 80 respondents, 83% completed the entire survey. Several
respondents skipped questions, such as our free response question. Only 77% of our
respondents answered the free response question. The average time spent per survey
was a little more than five minutes, ranging between four and seven minutes. Aside
from the free response question, the other 24 questions had a 96-81% response rate.
We administered our survey immediately after it was completed. It took about a
week to get our 80 total responses. Surveys were administered completely online.
Respondents accessed the survey through the shared link.

Before our participants were able to take the survey, they were first presented
with a screener. The purpose of these screener questions was to ensure that our
participants matched our target market. We did not want to survey anyone that was not
18-24 years old, lived outside of Gainesville, never partied and hated EDM. Anyone who
did not meet our criteria was directed to a message that thanked them for their
participation and explained that they did not match our target audience. Those who did

match our target audience continued to the survey, greeted first with our introduction
messaged. The introduction was undisguised, explaining the purpose of our survey. We
encouraged participants to be completely honest in their responses, explaining that their
identities would be 100% anonymous.
Because we chose to use a Web survey, we recruited participants through online
platforms. Group members sent out the survey link via email and Facebook. The link
was direct messaged to friends and posted on Facebook group pages such as the UF
Class of 2015 page. Unlike our qualitative research, we did not rely on the snowball
effect.
Our survey was broken up into several sections. Our first section was the fourquestion screener. Once completing the screener, the actual survey began. We started
with simple, demographic information. Afterwards, the survey moved on to the subject
partying. There, participants were asked about their partying habits and preferences.
This moved on to the subject of after-parties. We questioned participants about how
frequently they attended after-parties and the factors that influence their decisions to
attend. This transitioned into questions about music preferences, particularly opinions
about EDM. Finally, we wrapped up with questions about silent disco and SILO. These
questions were in-depth and insightful. We wanted to really focus on opinions and the
explanations for these opinions.

As previously mentioned, our participants were recruited online. We specifically

targeted those that matched our target audience: 18-24 year old, Gainesville college
students that enjoy partying as well as EDM. We used a screener to ensure that our

respondents matched these criteria.

After analyzing the responses, we can create a profile of our participants.

FEMALE (77% of our respondents were female)

20 YEARS OLD (Average age of our participants was 20.71)

GOES OUT 2-3 TIMES A WEEK (53.3%)

LISTENS TO EDM (69%)

o Also enjoys Rap/Hip Hop

IS FAMILIAR WITH SILENT DISCO (74%) BUT HAS NEVER ATTENDED ONE
(70%)

HAS NOT HEARD OF SILO (81%)

VERY LITTLE CHANCE THEY WILL ATTEND FUTURE SILO EVENTS (48.6%)

Findings
Our objectives for the quantitative data were to gain a broader perception of
silent disco, partying and nightlife trends in Gainesville. Specifically, we wanted to focus
on the four key trends in our qualitative research: Venue, Socialization, Willingness to
Try and Importance of Alcohol/Substances. A majority of our quantitative data confirmed
the results of our previous research, though there was a difference in opinion when it
came to Willingness to Try. When analyzing our data, we paid attention to the
statistics of responses. We noted average responses, as well as percentages.

Venue
Our quantitative data confirmed the importance of venue to our target marketparticularly the location and proximity of the venue. When asked to rank the most
important factors influencing ones decision to go out, out respondents gave
Location/Proximity a combined average of 21.65 out of 100. The only other factor to
score higher was Other Obligations, including homework, exams, etc.

Socialization
Socialization was a key factor in our qualitative data as well as this quantitative.
Many people place high value on the ability to socialize at parties and after-parties.
When asked to rank the importance of several factors relating to after-parties, nearly
45.9% of our respondents ranked Ability to Socialize as Very Important, the highest
value available. No other factor was given higher importance. People want to be able to
talk to each other at parties and they feel SILO and silent discos do not support this

behavior. In our free response question, several respondents specifically said that silent
discos are not a place to socialize.

Willingness to Try
While most of our focus group members stated that they would attend SILO at
least once, our quantitative survey respondents disagreed. Nearly 71.6% of our
respondents stated that there is No Chance to Very Little Chance of them attending
future SILO events. Only 28.3% said there is Some Chance to Very Good Chance of
them attending. Unfortunately for our client, majority of our survey respondents have no
interest in attending SILO.

Importance of Alcohol/Substances
Availability of Alcohol/Substances at an after-party is somewhat important to our
target market. Out of our total respondents, 62.2% ranked it as Somewhat Important to
Very Important. While this factor is somewhat important, it is less crucial to our target
audience than the Time of Night (78.4%), Ability to Socialize (89.2%) and
Venue/Location (75.7%).

Other
Perhaps, our most intriguing question/response was when we asked respondents
to describe silent disco to a friend. While most people attempted to define the concept
of silent disco (Everyone wears headphones and listens to their own music and
dances), others submitted opinionated opinions and adjectives. Of the 61 total

responses, only two people used positive adjectives to describe silent disco. On the
other hand, 16 people negatively described the concept, using words like Awkward,
Dumb and weird. This means that over 26% of our target market do not like the
concept of silent disco. This can explain the low attendance and interest in SILO events.

Research Conclusions
There was little secondary information gathered for this project, due to SILO
being so new in the market and having no direct competitors. SILO did not give us an
appropriate target audience profile. A majority of the information for this research was
done through primary data. Overall, in our qualitative research with users and non-users
we found that people do not view SILO as a premium after-party event, due to their
concern regarding atmosphere, socialization, and restrictions. The user focus group
worried about quality of the music, whether the venue large enough or equipped
correctly. The distance of the venue was also a factor, especially when every SILO
event is at a different location. None of our non-users group participants had attended a
SILO event and very few knew about silent discos in general. The non-users were
willing to try out a new concept, but were strongly discouraged by it because they felt
they would be unable to socialize at the event. In the focus group transcripts, we found
four main themes and used them as a part of our survey; the importance of the right
venue/atmosphere, the ability to socialize in an after-party event, willingness to try
product, and the influence of alcohol/drug presence. For our quantitative research, we
created a survey with a total of 80 participants. Out of our total participants, 77% were
female and the average age was 20.71. Through the survey, we discovered that our
target consumers go out three to two times a week, but 46.9% say there is very little
chance of them attending a SILO event. Around 69% listen to EDM music. Out of our
total respondents, 62% ranked Importance of Alcohol/Substances as Somewhat
Important to Very Important. While this factor is somewhat important, it is less crucial

to our target audience than the Time of Night (78.4%), Ability to Socialize (89.2%) and
Venue/Location (75.7%).
Our findings indicate that SILO is in pretty bad shape. There is still much work to
be done in regards to segmenting the appropriate audience. Most of the college
students dont think very highly of SILO events. The lack of concrete location and
atmosphere is also a point of concern. SILO should try to throw more events closer to
downtown or midtown. The ability to socialize was viewed as important by 86% of our
survey respondents. This indicates that SILO should try to incorporate more a greater
social aspect to their parties and not rely on the silent disco concept alone. If SILO
wants to keep the average college student as their main audience they need to raise a
higher awareness. Many people do not know about the company. SILO should try to
establish better brand awareness through social media and other promotions.
We strongly suggest that SILO invest in radio advertisements (particularly,
stations that play EDM music.) We recommend Party 99.5 and Kiss 105.3. SILO should
also work on expanding their social media presence. Currently, SILO makes use of
Facebook promotions. Unfortunately, the companys page can barely be found through
the search bar. SILO has an extremely poor SEO (search engine optimization), making
it almost impossible for their target audience to find them. We believe that social media
can be extremely beneficial for SILO. It is free and has a big reach on the companys
target audience. SILO could upload videos on their DJs on Vine and Instagram. They
could also upload amazing pictures on Instagram, linked to as many hashtags as
possible. SILO should also spread around flyers and infographics at UF and Santa Fe.

We know SILO is currently partnering up with the Dynasty Group, but we feel they
should be hosting their own events.
SILO is a new company. This is an advantage in that many of their problems can
still be viewed as opportunities. The brands major challenge is the lack of awareness.
Many college students are looking for these events- they just dont know that they exist.
If SILO is able to niche their market and constantly target the right audience, their
attendance (an, in turn, sales) will heavily increase.

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Appendices
(A)

(Richter, 2013)
(B)

(Michaud, 2013)

(C)

(D)

RECRUITMENT SCREENER: QUALITATIVE

Appendices
A. Recruitment Screener for Focus Group Discussion
Background Information
Name
Age
Sex
School
Major
Screening Questions
1. Have you heard of EDM music?
a. Yes
b. No
2. Do you listen to EDM music?
a. Yes
b. No
3. Do you enjoy EDM music?
a. Yes
b. No
4. Do you often partake in Gainesville nightlife (3 or more outings a month)?
a. Yes
b. No
5. Do you ever attend after-party events?
a. Yes
b. No
All who answer yes to these questions may participate in focus group.

RECRUITMENT SCREENER: QUANTITATIVE

INFORMED CONSENT: QUALITATIVE

B. Informed Consent
Protocol Title: SILO focus group
Please read this consent document carefully before you decide to participate in this study.
Purpose of the research study:
The purpose of this study is to gain insight on SILOs target audience.
What you will be asked to do in the study:
This focus group is designed to help us gain more insight on the target audience for SILO. Participants
will be asked a series of questions regarding their individual taste in EDM, partying preferences, lifestyle,
technology use and more.
Time required:
1 hour
Risks and Benefits:
There are no risks/benefits associated with this focus group. It is a simple discussion.
Compensation:
You will not be paid for your participation, though free drinks and beverages are provided.
Confidentiality:
Your identity will be kept confidential to the extent provided by law. Your information will be assigned a
code number. The list connecting your name to this number will be kept in a locked file in my faculty
supervisor's office. When the study is completed and the data have been analyzed, the list will be
destroyed. Your name will not be used in any report.
Voluntary participation:
Your participation in this study is completely voluntary. There is no penalty for not participating.
Right to withdraw from the study:
You have the right to withdraw from the study at anytime without consequence.
Whom to contact if you have questions about the study:
Katie Brady, kbrady11@ufl.edu
Whom to contact about your rights as a research participant in the study:
Amal Bakry, G044 Weimer, abkary@ufl.edu
Agreement:
I have read the procedure described above. I voluntarily agree to participate in the procedure and I have
received a copy of this description.
Participant: ___________________________________________ Date: _________________
Principal Investigator: ___________________________________ Date: _________________

MODERATOR GUIDE
C. Moderator Guide
Our objective for this research is to gain insight on our target audiences mindset.
The better we understand their behavior and motivations, the better we can position
SILO amongst competitors. We wan to know our audiences preferences regarding
music and partying, as well as their social media habits.
Throughout the research, the moderator must remain objective.
1. Introduction and Warm Up
a. Welcome Explain purpose of research (gain insight on target audiences
mindset regarding music and parting, as well as their social media habits)
b. Approach No right or wrong answers. Everyone should give some inputall opinions are important. Everything is confidential. Names will be
withheld from report (only initials used).
c. Logistics Group will be recorded (visually or audio depending on
technology available)
d. Introductions Moderator. Respondents (name, school, year, major). Ice
breaker questions regarding school involvement, extracurricular, sports,
etc.
2. Nightlife/Partying
a. How often do you go out in Gainesville?
b. Top three preferences when choosing a place to go out (price, drink
specials, crowd, atmosphere, etc)
c. Favorite bars/clubs?
d. Other parties (fraternity, sorority, house)?
e. Is alcohol an important factor?
f. Attend concerts/shows?
i. Most recent
g. Attend after party events?
i. How often?
h. What makes you more willing to go to after parties?
i. What makes you less willing to go to after parties?
3. EDM
a. Attend EDM shows/events?
i. Which?
b. Ever attend a large EDM festival?
i. What was it like?
ii. Favorite parts
c. What kinds of things do you associate with EDM?
d. Pretend you are attending an EDM after party event. What is there? What
music is playing? What is the venue like? What features, special effects
are there? Etc!
4. Silent Disco
a. Ever attend a silent disco?
i. If so, what was it like?

ii. Explain personal experience

b. Ever attend a SILO event?
i. If so, what was it like?
ii. Explain personal experience
c. (Good experience) Discuss what was liked
(Bad experience) Discuss dislikes- go into detail. Why was it bad? What
could be changed?
d. Scenario: Its 1:45 a.m. and you and your friends have just left an EDM
concert in downtown Gainesville. While leaving the club, you are handed a
flier promoting a silent disco after party event. This party features live
music, streamed through headphones that attendees can rent for $5.
Cover is free and the event is located at an off-campus house, near the
law school. Will you/will you not go? Explain.
5. Final Questions
a. How do you hear about upcoming shows/events in Gainesville?
i. How much is social media?
b. Follow promotional groups on social media?
c. What social media networks do you use?
i. How often?
6. Thank you

COGNITIVE MAP

FOCUS GROUP TRANSCRIPTS

E. Transcripts
FOCUS GROUP 1
(introduced self and purpose of research)
KB: First off, how old are you all?
NN: Im 20
FM: 19
BC: 19
GM: And Im 21
KB: And youre all students at the University of Florida?
(collectively): Yes
KB: What majors are you all?
BC: Im an Electrical Engineer
FM: Im a Mechanical Engineer
NN: Im a Finance Major
GB: And Journalism
KB: Wow, thats a lot of work.
(collectively): Yeah..
KB: What year are you all?
NN: Sophomore
BC: Im a Freshman
FM: Sophomore
GM: And Im a Junior
KB: What extracurricular are you involved in?
BC: Uh, Im not really in anything right now
KB: You could probably count this (referencing fraternity)
NN: Im doing research right now in the Chemical Engineering department
FM: Im in Student Government productions
GM: None of the hard stuff, but I do dabble on the lighter side!
KB: What do you do for fun? What are your hobbies?
NN: I like to go out a lot
FM: Yeah
GM: I like to read!and listen to EDM music
KB: All right. Cool, cool!
KB: So, you mentioned you listen to EDM music. What music do you all listen to?
GM: You mean like our favorite EDM artists?
KB: That, or just genres.
GM: Ok, let me think!Pass
CB: Ive been listening to a lot of chiller stuff lately. That and a lot of kind of funky mixes.
NN: Ive been loving trance for like the past year.
FM: Im very into trap.
GM: Definitely trance, specifically Above and Beyond! Uh, I like Daft Punk as well. Ambience! theres these guys
called Goldfish. Ever heard of them?
KB: Where do you hear about the music you are listening to?
FM: Usually through friends
BC: I just go on YouTube and click random links to the right
NN: Yeah, internet! social media
GM: SoundCloud, Spotify, Hype Machine! uh, Dancing Astronaut
FM: 1001 Tracks
GM: Yeah, 1001 Tracks. Places like that. And obviously Facebook.
KB: Does your activity determine what kind of music you listen to? Like, do you listen to different music
when youre studying versus when youre at the gym, when youre partying!?
NN: Usually when Im at the gym, I listen to harder stuff. When Im studying Ill listen to something more chill and
relaxing to get me into that certain mood.

KB: What do you listen to when youre about to go out, when youre pregaming?
CB: Upbeat music
FM: Things to get you happy, dancing! having a good time
NN: -Moving around
GM: Theres a local DJ called DJ Kilmax. He has some good stuff thats good for going out
KB: Do you like to listen to live music?
FM: Oh absolutely
NN: Yeah, festivals are really fun
FM: Festivals and shows are definitely half the experience of this kind of music
NN: Yeah, yeah.. you dont know what EDM is until you actually been to a big festival. Like! the crowd, the
lightshow, the visuals! everything put together just creates this crazy experience.
BC: Yeah, you dont know the artist until they show you who they are.
KB: So its definitely the festival that makes the music, you would say?
GM: Yeah
KB: What are some of your favorite DJs? I know, GM, you mentioned some already.
FM: Im really into trap so I really like RL Grime. I like Carl Cox a lot. Its lighter, more calm down music than trap.
NN: I said I like trance a lot so! Dash Berlin, Above and Beyond um! New World Punx, Armin van Burren. And
then, other than that, I like electro! Porter Robinson, that kind of thing. Those are just a few.
BC: Yeah, Id say a lot of progressive stuff. Im getting a lot more into DeadMau5 like for the third time now!
GM: Deadmau5 the man.
KB: Do you ever check out the new, local up and coming DJs, or no?
BC: Um, not really. Not until they get a nice little following
NN: I mean, if its presented to me, I will.
GM: Something that happens, when you listen to radio shows the DJs put on is they will sample a lot of guys you
havent heard of before. For example, Above and Beyond! theres a guy called Mat Zo. Those who are familiar with
EDM know that Above and Beyond basically pushed him into the spotlight. So, you know, a lot of time people listen to
those live sets and youll hear a sampling of music youve never heard before and you just go with that! look it up!
find out who the guy is. Or girl.
KB: How much would you say you enjoy EDM music? You can be completely honest.
GM: Scale of 1 to 10?
KB: Yeah
GM: !that was actually really stupid on my part. I dont know if I can put it on a 1 to 10 scale! Somebody else want
to go with that?
FM: On a scale of 1 to 10! Probably the music itself, 4 to 6. And shows, like 9. Going to festivals and going to shows
I enjoy so much, but the music dont really love that much- just listening to it.
th
NN: I listen to EDM all the time. I really like it. Ive liked it since 10 grade, when I first went to a festival. I just love it, I
dont know if I could rate it. Probably a 9 or 10.
BC: Yeah, Id put mine at about a 9 too. I didnt really get rid of my old music, I just listen to different parts of it now. I
have this entire spectrum of music that I used to and still listen to today.
GM: I would say the thing about EDM is! youre love for it is different depending on the situation. There are
situations when EDM can put you in the happiest state youve ever been- without molly- and then theres times when
its just inappropriate. So, it depends on the artist, depends on the time, but for the most part you want that beat an
that kind of uplifting stuff when youre looking to do something that matches the music.
KB: Just because you mentioned molly, Im going to ask! How important do you think drugs are when it
comes to experiencing and enjoying EDM?
NN: They definitely facilitate the experience! You dont need it to have fun, but if youre that type of person that
needs to get ---- up.
FM: -It definitely improves the experience
NN: Yeah, it changes how you experience it. But you also have to be that type of person that can control yourself and
handle yourself if youre using drugs at a festival. It can be very dangerous, especially if youre dehydrated, dont
have enough water.
FM: -If you dont know where youre getting it from.
NN: Exactly, yeah.
BC: Its something that I would say! helped me get into it. But once I got into it, I didnt need it anymore.
GM: If you know what youre doing with the drugs and you use them appropriately they can be used to make your
experience at a festival an, all of the sudden, spiritual experience. Its something that youll flash back to every time
you hear the song or hear the same type of music. So, drugs... I feel like enhance it, and thats what theyre meant to
do, but if you use them stupidly, obviously end up bad for you.

NN: All my life peaks so far have occurred during specific songs that I listened to! Now, it calls back to the
experience
KB: So, you already mentioned that you attend EDM shows and events. What are the most recent ones that
you can think of?
NN: Last semester, we all went to EDC Orlando. Ive been to Ultra like 4 times. Those big concerts are like! the
best. Theyre awesome.
FM: And then, here in Gainesville, we usually to like every show we can more or less
NN: Yeah, if big names are coming through Gainesville, Ill definitely go. Especially if its my type of genre.
KB: Have you attended any of The Dynasty Group events?
FM: Yeah, Ive been to a few of them.
NN: Was Markus Shultz...?
GM: Markus Shultz was Dynasty. Im a big fan of the 361 events, personally. I feel like theyre better put together,
have a better staff and its a company that actually cares about the music. But Dynasty does bring a good act so I
have been to a few of their shows
FM: And I think Evolve has been doing a very good job recently with the names theyve been bringing every
Thursday. Bringing good, cheap acts. The venue hasnt been that great in my opinion, but the shows have been
cheap and theyve been good artists, good names.
BC: Ill go see anything that comes around
KB: If its a good artist, does it matter -the location?
NN: Yeah
BC: The venue definitely adds to it, but Im still going to go regardless of where it is. If its a good artist.
NN: If a really good artist is going to perform at a club thats not spatially oriented to host a lot of peoples or if the
equipment is pretty bad, I mean, its not going to be as good of a show as it could be. So, the venue definitely does
matter a lot, in my opinion.
KB: Have any of you ever attended a silent disco event?
(collectively): Yes
FM: Im not a big fan of them
NN: I think theyre really fun! if youre really drunk, which was the time I went. But, I cant imagine going there sober.
At all.
GM: Yeah, theyre weird
FM: Its the most awkward experience
NN: You literally walk in and you dont hear anything, but everyone has headphones on and theyre like!jamming
out.
FM: You cant talk to people
NN: Its like an afterparty type of thing
BC: Yeah, like I went to one after a show and it was pretty fun, but I cant imagine making it a regular thing.
GM: Was that for Markus Shultz?
BC: Yeah
GM: Yeah, we were talking about that time too. How we could of made it better. Its meant for people who are still at
the peak of their drug experience.
NN: For sure
KB: So you think if you were sober, it would be a very different experience?
GM: I would never even go
FM: I went once, coming down from a drug. I was sober when I got there and it was very weird. I had my headphones
on and everyone was listening to something different and I was like! ahhh, Im not in tune with everyone right now.
NN: Yeah, because theres different channels. You can listen to different tracks
FM: You dont know if youre in tune with someone youre dancing along with
NN: Its funny though. Its pretty funny
BC: It is definitely an experience
NN: I would recommend going once
KB: What would keep you from coming back? Just the awkwardness?
NN: Theres better things to do
BC: Theres always that one guy going a lot harder than everyone else. It kind of scares me.
GM: Yup
KB: So the event that you went to, was that a SILO event? Or was that someone else?

GM: That was SILO

FM: I have no idea
NN: I dont idea. I went like Summer B, my freshman year.
GM: Yeah, at White House
FM: A ZBT off campus house
KB: It could have been SILO. They do events at the White House.
NN: Yeah, it was probably them then.
KB: Besides you guys, do you know anyone else who has attended SILO events?
GM: The clients I was talking about DJed at one of them
FM: What are SILO events? Just silent disco?
KB: Ok, yeah. Basically SILO is exactly what you just said- its a silent disco after party. They partner with the
Dynasty Group. So the Dynasty will bring such-and-such DJ and theyll perform a set and then afterwards,
SILO kind of tags along and hosts an afterparty at an off campus house. Sometimes its been the White
House, sometimes its been the Dojo. But usually its off campus and its usuallyNN: Its after 2am
KB: Yeah, its 2am. All the bars and stuff are closed and you can go there. You can rent headphones for $5 or
you can just hang out. They dont have a liquor license, so its water or Gatorade for purchase. But thats
pretty much it. And!I think you mentioned, theyve yet to do their own stand alone event. This is just it, right
now.
CB: I definitely think a bar would beNN: Well, everything closes at 2. You cant stay open past 2.
GM: A restaurant though. Swamp.
KB: You think if they maybe they had an event at Swamp, where you could do the silent disco but purchase
alcohol! would you be more willing?
GM: That would be prime
FM: Yeah
NN: I went to a silent disco at FSU and they had it at a bar and people were drinking. I think it was a better
experience. So, if they could do that at Swamp or something, I think it would be better.
FM: Everythings definitely better with alcohol
GM: Even if it was a silent disco as the only event, but at a reasonable time- not at the end of the night- it would be a
lot cooler if it was at a bar or something.
BC: People would still cycle though throughout the entire night
KB: Do you guys often attend after party events?
BC: Um, every so often
FM: Not really
GM: I attend personal after parties
FM: Yeah, especially living at the house and stuff. You can come back here after. Everybodys going to be back here.
You dont really need to go to an after party type of thing.
KB: And that was one of the things we touched on. Different competitors, or different things you could do
after your concert. Options ranging from fraternity or sorority after parties, if the event were to end early!
going to different bars or clubs. Or just going home, because its 2 and youre exhausted. Things like that. So
what keeps you from attending after parties? You said theres not really a need?
FM: Yeah, maybe youre leaving a club, youre still rolling and you want to go to a silent disco! yeah, I could
definitely see that. But if you leave a club and youre drunk! I just kind of want to get pizza and go home
GM: Yeah, unless youre looking for a last minute date
FM: Exactly
BC: Yeah, usually when I go to a show its the main event for the night and Im not really looking to add anything on
top of that.
NN: Yeah, just kind of wind down.
KB: What would make you more willing to go? You said if youre looking for a date!
FM: Exactly. If youre looking for a girl still
GM: Yeah
NN: Or if you just like! want to party more. I dont know. Youre not going to bed. Why not?
GM: This issue with the SILO events that Ive been to is that they charge like $10 between cover and renting the
headphones. Who the hell wants to spend $10 at 2:30am to dance around in circles? So, if they perhaps added it to
the ticket price! free entry or stuff like that, it would make a lot more sense. And it would get a lot more people to go,
like Oh hey, weve got this free opportunity. Lets continue to rage.
NN: And if you cant add it to the price, maybe have a group discount, so you and your friends can all get in.

CB: No matter where you go, with a group, youre going to have fun.
FM: At this point youre paying the same amount you would pay to go to any bar earlier that night at 10 but your
marginal opportunity to have fun is a lot less.
CB: But if that random dude going way too hard is one of your friends, then it becomes funny
KB: Would you ever go to SILO alone? Or would it just be with a group of friends?
GM: I would never go alone
(collectively): No
GM: Im not Jeffrey Dahmer, so no.
KB: What are your top 3 priorities when it comes to going out at night? Price, location, girls, drink specials,
anything.
NN: Location, price, girls
GM: Girls, the people youre with, proximity/distance. Its kind of a pain in the ass to go downtown. Youve got to get
rides
CB: Location
FM: Also, Balls tracks a lot of people, Rowdy attracts a lot of people because they have cheap drinks. People love
cheap drinks. Cantinas very expensive but its also a great layout, a lot of hot girls go there! So, people dont mind
paying a couple extra dollars for the drinks because Cantina is a superior place.
KB: Its got a little more prestige to it than going to Balls.
FM: Exactly
NN: Better production value
FM: Balls is when you want to get scummy and drunk for $7. Cantina is when you want to go and have a good time
GM: If you want to pee on the bar, youll go to Balls. Unless youre really bold.
KB: How do you hear about upcoming shows and events in Gainesville?
(collectively): Facebook
KB: Strictly through Facebook?
FM: Strictly through Facebook.
GM: Or Ill hear from some guys I know in the promoting industry but, besides that, usually Facebook.
NN: The Gainesville EDM community, the Facebook page, is usually where I hear everything from.
GM: Gainesville Trance Family shout out.
KB: Do you follow any promotional groups on social media?
FM: Yeah
GM: Like I said, Ive got a lot of respect for the 361 Nightlife organization. I like the way they do things so I follow
them on social media.
FM: I follow 361 and Evolve I think. I might have Dynasty on there too.
NN: I dont follow anything.
KB: What do you use to follow them? Facebook? Anything else
FN: Just Facebook
KB: Would you be interested in following them on any other platform? Like if they had an Instagram or
Twitter account?
FM: No, definitely not
GM: Im good at Twitter but not to the point where Im eagerly searching people to follow
KB: You think Facebook is enough.
BC: Facebook is good
GM: For now
FM: I only need one source for promotion companies hounding me
KB: What social media networks do you just use for yourself?
NN: Twitter and Facebook
BC: I have Twitter, Instagram and Facebook I just opened up today. Learning about everything in general
GM: Im a big fan of Grinder
GM: So SILO doesnt have any lights, its really dim. Its like a grassy kind of area that people are just kind of
wandering in. There wasnt water last time I went.
FM: The way that I describe it is, youre going to basically a fraternity type of party but youre going there, you dont
know a single type of person really except the people youre coming with, youre paying $5-10 and youre not getting
alcohol. And you cant really talk because youve go
NN: You can talk. You can just take off the headphones, its not that hard.

GM: Even if they had water. Like the water thing, Im just like Are you serious? I think they were charging $5 for a
bottle or something stupid like that. You have to make it reasonable. You should focus less on making money or a
huge profit and more on making a reasonable profit but getting the name out there.
NN: They should target groups and offer group discounts or group things.
GM: That would be a tight social theme
NN: Yeah, exactly. That would be awesome, having a pairing.
CB: I would say an improvement would be sound but! that kind of undermines the concept.
KB: What do you mean?
CB: Like background noise
GM: Maybe like some background sound, like some weird emancipator type stuff going through the club
CB: Something just to fill the silence!
KB: No, I know what you mean. How many people usually attend socials?
GM: 100 to 200, depends on the sorority and the social
KB: Good to know
GM: The other thing you could have- it doesnt have to be fraternity and sororities. If you make it more appealing,
more people will come. Its that simple. If you make it something they dont have to lose out on- something like
water! Then more people will come.
CB: If they wanted lights too, since everythings Asynchronous as far as music goes. Might want to have some kind
of separation between the two. Like how they set things up on Ultra, everythings separate.

FOCUS GROUP 2
(Purpose of the research)
What do you think about EDM Music, what do you share with EDM music?
DC: I dont like it
EP: You dont like it? Artists like David Guetta or any artist
RC: I think it is growing a lot. We listen to it everywhere now days. I think I like it
EP: What is your age Raquel?
RC: I am 22
EP: What about you JW?
JW: I am 23
EP: What would you say you know about EDM music? Do you know about artists?
JW: Well as RC said, I really dont know anything about it but I am opened for new stuff.
EP: Ok. NV what do you think about EDM music?
NV: Not my style of music. But I do listen to it at parties. Not my style at all.
EP: Would you like to tell us how old are you?
NV: 21
EP: Hi DC, how old are you?
DC: 21, 22, 21.
EP: ( I feel they did not listen to my explanation on what I said EDM was so I decided to expand the name) Do you
like electronic dance music? In these categories we are including techno, dub-step, house music, al of these are
included in this category.
DC: I really dont like it, but it is good for parties
EP: Ok. Hi JP how old are you?
JP: I am turning 21 right now.
EP: Oh, I am so happy for you, congratulations.
JP: Thank you. I really do like electronic music and I think my favorite band is Skrillex because I like how it drops the
beat. I also like David Guetta when I am partying.
EP: Great. I just wanted to know what school are you in? Are you at SFC or UF?
JP: I am in SFC for now.
EP: Ok. Do you plan to transfer to UF?
JP: Yeah, hopefully next fall.
EP: Ok. Let me go ahead and speak with VV. VV how old are you?
VV: 21,
EP: Do you think you like EDM music?
VV: I actually do enjoy it. I like the beat of it. I like it.
EP: Oh all right. What school do you go to VV?
VV: SFC
EP: All right ok. DC where do you go to school?

DC: SFC
EP: All right. Nicole where do you go to school?
NV: UF
EP: Woohoo Go Gators. RC where do you go to school?
RC: I attend to SFC but I am planning to transfer this summer to UF
So I am kind of excited about it.
EP: I really hope that works out for you. JW where do you go to school?
JW: I went to school in Zamorano, Honduras but I am planning to do my masters at UF.
EP: Wow. That is really good for you. Congratulations on your graduation. I wanted to ask all of you what
type of music is your favorite? Would you mind sharing your favorite artist?
DC: Bod Marley
EP: DC would you say reggae is your music genre? Your jam?
DC: Yeah and Salsa
NV: Yeah and salsa
JP: I like Spanish contemporary
EP: Could you give me examples of Spanish contemporary music?
JP: Yeah maybe like Shakira, or Pitbull. What else do I like? Enrique Iglesias
EP: Alright, what about you RC
RC: I like a little bit of everything but I l mostly like rock in English and in Spanish.
EP: Could you give me an example of a rock song that you like?
RC: I like U2 a lot
JP: I like U2 too
EP: What about you NV, what is your favorite style of music?
NV: My favorite artists are Maroon 5, and Eric Clapton,
VV: Country?
NV: No not country, I like classy Spanish like Luis Fonsi, Camilla, Reik
VV: I like pop music
EP: Depending on what activity you are doing does your music preference change?
Do you like to listen to a certain type of music at the gym, at a club? Or would you say that you always listen
to the same type of music?
JW: I think my preference does vary. It changes depending on what you do and at what time of the day it happens.
When I work I tend to listen to country music.
EP: You listen to country music?
JW: Latin Folk Music so to say.
EP: Ok.
** All laughing**
RC: When I go to the gym I think it is a good idea to listen to EDM, it pumps you up, it gets you into the mood.
DC: I think the fast beat of EDM music inspires you to work harder.
EP: What do you regularly listen to at the gym? What would be your favorite workout song?
JP: Infinity
NV: No I prefer Salsa and Reguetton.
EP: What music do you enjoy the most when you party?
RC: When I go out I do enjoy EDM music. It does get me into a party mood. EDM music connects the people with the
environment. I also enjoy listening to other type of music when I party. I am from Honduras so I really enjoy Spanish
music. I like bars/ house-parties to have music variation.
VV: I actually enjoy EDM music when I party, and I also enjoy Salsa, Reguetton that is kind of what I like to listen to.
EP: Ok. So that is what you all like to listen to when you go out..
VV: Yeah
EP: Thats great. Nicole?
NV: I have to been in a specific mood if I want to listen to EMD music, which I am usually not in. That is why I prefer
Spanish music.
EP: OK. So when you talk about a specific mood, what mood are you talking about?
NV: A little more hyper than usual. I dont prefer that type of music.
EP: OK. JP what type of music do you prefer to listen to when you go out?
JP: When I go out I like to listen to Spanish music because I can relate to it better than English music because it is
my first language, but I also enjoy any type of music. I like rock, EDM music and Pop.
EP: When you talk about EDM music, can you give me an example of some artists or songs that you enjoy?
Songs you would consider trendy right now. or the most common songs people play at parties?
JP: I think the artist I am most familiar to is DeadMau5, or Tiesto. I also like Skrillex a lot.
EP: All right thank you. DC hat would be your favorite music genre for partying?

DC: When I party I like to listen to Reguetton a lot because it is in Spanish and I like to dance.
EP: All right could u tell me what hot Reguetton songs that you currently listen to?
DC: Gasolina by Daddy Yankee is a good song.
JP: Timber?
DC: NO!
EP: OK. Thank you. JA?
JA: Well as I said in the beginning it all depends of where you are going out because if you go to a dance club you
tend to listen to EDM music. I also enjoy to listen to Merengue, Salsa, and Bachata which is Latin American dance
music. I enjoy to dancing to this type of music.
EP: When you talk about EDM music, could you tell me what artists or songs come to your head?
JW: Party/going out EDM music?
EP: Yes
JW: Id say Fire by Adrianne Locks, any other Deadmau5 songs. The popular ones are Tiesto and Guetta.
EP: OK. Great. Thank you for that input. We will now be working on a story completion. You will finish the
sentence that I will start.
WHEN I GO TO PARTY I LOVE TO !
RC: I love to dance
EP: All right. VV?
VV: Drink
NV: Dance
JP: Have a good time with my friends
EP: Be a little more specific
JP: Ok. Drink, dance, and party.
EP: All right. DC?
DC: Dance, have a good time, and laugh.
EP: Awesome
JW: Dance
EP: We have a lot of dancers here
** crowd is laughing**
EP: At what time do you regularly go home? In Gainesville we have hard-closing. Do you usually go to sleep
after 2 am?
RC: My routine is I work till late. So I get ready right after work and I party from 11:00pm-2:00am. Most likely Ill end
up at some after party after 2 am at a friends house which usually ends at 3:30 to 4:30 am.
EP: From the days that you go out to party, how often do you go to after parties?
RC: Pretty much all the time. I usually arrive late to parties because of my job.
I arrive there at 11:30pm or 12am so I am only at the bar for a couple of hours. I usually extend my party time.
EP: Nice. VV do you usually sleep after partying?
VV: Where?
EP: Haha no, when. Do you usually go to after parties?
VV: I go to a lot of after parties.
EP: At what time do you think these after parties end?
VV: 3-4 AM
EP: How often do you go to after parties? How does your partying schedule work?
VV: Fist we have a pre-game, after that we usually go to a club and then we finish up at a house with my friends. We
have our closest friends dancing.
EP: Awesome. Sounds fun. NV?
NV: Lately I have not been going out. We have been doing more house parties and hanging out with friends. I
actually prefer that than actually going to clubs. I dont consider house parties an after party because for me it is
usually all we do.
EP: Why do you like that house environment better?
NV: I am usually not in a mood t go out. I prefer to have fun with close friends.
EP: Ok. That is great. JP?
JP: I usually like house parties better than going to the clubs but whenever I get out at clubs I always feel like 2 am is
too early to stop partying. So I always want to go to house parties and keep on drinking with my friends.
EP: How often would you say that you attend after parties when you party?
JP: Most of the time. It is a rule. I go out and after that I go to an after party.
EP: All right sounds fun. I am going to start hanging out with you.
Hey DC, can you tell me what do you regularly do when you go out? What do you do after 2 am?

DC: Well we usually go to an after party to somebodys house and we continue drinking and having fun.
EP: Do you usually attend after parties? Is that most of the time?
DC: Well most of the times, if I dont get to drunk.
EP: Ok. Fun. What about you JW?
JW: I work so I dont go out as much. But when I do go out after 2am I am already tired so I usually go to sleep after
2am. I do prefer to go house parties rather than clubbing.
EP: I understand. So you prefer a house environment?
JW: Yes I do.
EP: RC in a typical month how often do you think you go out? This question includes clubs, bars and house
parties.
RC: Wow, I actually do go out a lot. I believe that if I dont have a reason not to go out for I will go out. I go out twice a
week, something around that.
EP: That is like eight times a month right?
RC: Yes
EP: OK. Fun. Fun. VV in a typical month how often do you think you go out?
VV: I actually do go out a lot. I go out every weekend, starting from Thursday.
EP: That is like 12 times during a month right?
VV: Yes, well it varies. Sometimes it is house parties, or clubs/bars. I dont only go to club.
NV: I feel I am the same with VV. I go to clubs/house parties around 12 or more times a month.
EP: JP how often do you go out during a month?
JP: Well I think I go out like two times a week, which would be around eight times a month.
EP: Eight times a month? Yeah. DC how often do you go out within a month?
DC: I really dont like to go out. Ill go out once or twice a month.
EP: In this question I am including house parties as well DC.
DC: Every weekend.
EP: Is it only Friday or Saturday as well?
DC: I definitely love drinking on Fridays.
EP: What about Saturdays?
DC: I can do Saturdays too
EP: So would you say that you go out 8 times a month?
JP: More
DC: Yeah, sometimes a little bit more
EP: Around 10?
DC: Maybe 10
JA: I crash at my house on weekends. I go out once or twice a month.
EP: Ok. Thats great. I have another question. RC on average how much money do you think you spend every
time you go out to party?
RC: It all depends if I have to work till late, or if I make it to the pre-party were we usually all buy bottles for instead of
spending as much at a bar. Prices go up whenever we go to a bar. I want to say around $20 per outing. It is a good
estimate.
EP: Ok. Thats great. So what about you VV how much money do you spend every time you go out?
VV: I would say around $30 to $40.
EP: $30 to $ 40 on average?
VV: Yeah.
EP: Great, fun times. What about you NV?
NV: Well if I go out I usually dont spend that much money. If I go to a house party I spend more money.
EP: Really? How come? Arent bars pricier?
NV: Yeah I know haha, sometimes being a girl pays off.
** all laughing**
EP: All right!! What about you JP?
JP: The average would be around $15 to $25. It all depends on the day.
EP: All right. What about you DC? What is your estimate per night?
DC: On crazy nights $30-$40-$50.
EP: Ok. Having fun. What about you JW?
JW: I think it all depends on what you are drinking because I usually drink whiskey or beer. If I am drinking whiskey Ill
spend much more. I do enjoy my good wine. I would say I spend from $30-$50 too.
EP: Perfect. So right now we are going to go back on questions of EDM music. RC how much of a fan are
you. Choose a number in a scale from 1-10, and then explain to me why you are giving me that number.

RC: I want to say I am a huge fan maybe a 9. I have considered going to raves back in Honduras, big concerts like
Ultra. It really depends on the mood and environment I am in. I think it is growing in me a lot because I here it
everywhere.
VV: Maybe a 9. I have actually attended to EDC so I guess I actually enjoy it a lot.
EP: Oh nice, so could you tell me a little of the concerts you have attended?
VV: I have only been to EDC and it was amazing, it was crazy.
EP: Great. What about you NV?
NV: I would have to say like a 2 or 3. I really dont listen to EDM music. The only time I listen to it is when I go out.
EP: I see. JP where do you position yourself on the scale?
JP: I would say an eight, because I really like it but it is not my favorite type of music.
EP: Well an eight is a high number though.
JP: Yeah but that is why I dont give it a 9, because I really like it but I like other genres better.
EP: Have you attended any EMD shows, concerts, raves, or day glows?
JP: Not really.
EP: Ok great. How about you DC?
DC: Zero I dont like it at all. I think it is just a bunch of noise. I only listen to it at parties. It gets most people pumping.
EP: What about you JA?
JA: From 1 to 10 half of my music is EDM music. As in electronic dance but I do like electronic music. So Id say a 7.
EP: RC have you ever heard of silent disco?
RC: No I havent what is it?
EP: Oh ok, I am going to explain in a second. Let me just first ask other people. I want to know how much they know
about it. NV do you know what a silent disco is?
NV: No. I havent.
VV: Nope
DC: I have never heard of a silent disco.
JP: Yeah I have.
EP: Oh so where did you hear from it?
JP: I know it is a trend racing through people within our age.
EP: JW do you know about silent discos?
JW: Yes I have heard of it.
EP: Have you attended any silent disco events?
JW: No, I knew of some in Europe in my exchange year but I did not go to any.
EP: Ok guys. I am going to explain to you what a silent disco is. A silent disco is a disco but instead of
having loud music you basically rent special headphones for the night and you listen to different live Djs.
This takes away the problem of noise complaints. The silent discos started out in Europe and have been
slowly expanding to America. You wear special headphones that have different channels, where you may
have up to five live DJs. All of them programmed to different channels. All you have to do is flip through the
headsets channels and you will listen to different DJs.
It is literally a silent disco.
RC: That is very interesting.
DC: But you cant talk to other people?
EP: Now that I have explained to you what a silent disco is I want to tell you that there is a company here in
Gainesville called Silo who do silent discos.
They will basically partner up with big concerts and Dynasty group. Do you know who Dynasty group is?
VV: Yes.
NV: Yes.
DC: Ive heard of them
RC: I have heard of them too.
JA: I have no idea what is the Dynasty group.
EP: Well they are a company who brings special events to Gainesville; they also have photographers take pictures on
specific clubs/bars. The Dynasty group is a promotional company.
EP: Now that I have explained to you what a silent disco is, would you give it a try?
RC: Yeah for sure. I am really open-minded and I like trying new things. I really dont know if I would like it though. Id
give it a try.
VV: I dont think it is my type of thing. I like to socialize with people. Being with headphones all the time would make
me annoyed.
EP: Ok. What about you NV? What do you think about the headset idea and of silent discos in general?
NV: I think it is interesting but I dont know if I would actually do it in a party. I want to see what is it and try it out just
for fun.

EP: Ok. What about you DC? Would you give it a try?
DC: Mmm.. Yeah Ill try it but I think it is stupid.
EP: Why would you think it is stupid?
DC: I can stay at home and listen to music.
EP: Well the thing is with Silo you actually have live DJs. Imagine a huge house after party set up with different
atmospheres. You control your headsets and you control your mood. People are trying to figure out a way for people
to keep partying in Gainesville without having to go home at 2 am.
JW: I think you loose every aspect of socializing with this disco because it puts people on their own personal bubble.
You cant really socialize. When I heard of it back in Europe I had a chance to go but I still did not attend, because I
think it looses the socializing part of the party. I personally would not like to go. I mean I could go and try it out once
but I pretty much think it would not be as good.
EP: All right thank you. JP would you attend silent discos?
JP: Oh yes, I would definitely try it.
EP: Ok thank you. I want to ask you one last question. Imagine yourself going out, ready to party, you are
wearing your best outfit, and everything is going your way. What could ruin your night? What can make you
not want to party?
RC: RAIN! I need it to be a closed area.
JP: Homework
ALL: Definitely homework
NV: Ex-boyfriends, not even the rain. I like dancing in the rain.
DC: A test, once I am ready. I dont know a huge accident
What do you think about the Later Gator?
VV: I love it, its so fun
DC: It is so interesting I get to meet really funny people
NV: I dont mind taking it at all
DC: When everybody is drunk it is really funny.

SURVEY QUESTIONNAIRE

RESULTS

My Report
Last Modified: 04/01/2014

1. Are you between the ages of 18-24?

#
1
2

Answer
Yes
No
Total

Response
79
1
80

%
99%
1%
100%

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

Value
1
2
1.01
0.01
0.11
80

2. Are you a Gainesville resident?

#
1
2

Answer
Yes
No
Total

Response
71
8
79

%
90%
10%
100%

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

Value
1
2
1.10
0.09
0.30
79

3. How often do you partake in Gainesville nightlife?

#
1
2
3
4

Answer
Never
Rarely
Sometimes
Often
Total

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

Response
3
6
25
44
78

%
4%
8%
32%
56%
100%
Value
1
4
3.41
0.63
0.80
78

4. How much do you enjoy EDM (Electronic Dance

Music)?
#
1
2
3
4
5

Answer
Dislike
Extremely
Dislike Very
Much
Neither Like
nor Dislike
Like Very
Much
Like
Extremely
Total

Response

7%

5%

35

46%

24

32%

11%

76

100%

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

Value
1
5
3.34
0.95
0.97
76

5. What is your gender?

#
1
2

Answer
Male
Female
Total

Response
17
57
74

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

%
23%
77%
100%
Value
1
2
1.77
0.18
0.42
74

6. Are you a student at the University of Florida?

#
1
2

Answer
Yes
No
Total

Response
74
1
75

%
99%
1%
100%

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

Value
1
2
1.01
0.01
0.12
75

7. How old are you?

#

Answer

Age

Max
Value
23.00

Min Value
18.00

Average
Value
20.71

Standard
Deviation
1.01

Responses
72

8. How often do you partake in Gainesville nightlife?

#

Question

...

Once a
Month
5

2-3
Times
a
Month
16

Once a
Week
14

2-3
Times
a
Week
40

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

Daily

Total
Responses

Mean

75

3.19

...
1
4
3.19
0.99
1.00
75

9. What factors influence your decision to go out at

night? Out of 100 points total, assign point values to the
factors below.
#
1
2
3
4
5
6
7

Answer
Location/Proximity
of the event
Price
Venue type
Crowd/Atmosphere
Availability of
Alcohol/Substances
Other obligations
(homework,
studying)
Weather

Average
Value

Standard
Deviation

100.00

21.63

27.24

0.00
0.00
0.00

100.00
99.00
100.00

19.64
14.54
21.66

23.80
22.19
23.79

0.00

100.00

15.84

24.15

0.00

100.00

35.11

29.13

0.00

80.00

12.66

15.65

Min Value

Max Value

0.00

10. How often do you attend after-party events?

#

Question

...

Hardly
Ever
26

Once
in a
while
26

Sometimes

Often

16

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

All
the
time
0

Total
Responses

Mean

74

2.03

...
1
4
2.03
0.90
0.95
74

11. Rank the importance of the following factors when

you choose to attend an after-party.
#

Question

1
2
3

Venue type
Location
Ability to Socialize
Availability of
Alcohol/Substances
Time of night

4
5

Statistic
Min Value
Max Value
Mean
Variance
Standard
Deviation
Total
Responses

Venue
type
1
5
3.55
1.13

Not at all
important
5
2
1

Not very
important
9
1
2

8
5
5

Somewhat
important
44
34
32

Very
important
8
32
34

Total
Responses
74
74
74

18

28

18

73

3.71

29

29

74

4.04

Neither

1
5
4.26
0.74

Ability to
Socialize
1
5
4.30
0.68

Availability of
Alcohol/Substances
1
5
3.71
1.12

Time of
night
1
5
4.04
1.11

1.06

0.86

0.82

1.06

1.05

74

74

74

73

74

Location

Mean
3.55
4.26
4.30

12. What kind of music do you currently enjoy the

most? Rank the genres below from what you enjoy the
most (1) to what you enjoy the least (5).
#

Answer

1
2
3
4
5

Rap/ Hip Hop

Rock
Electronic/EDM
Country
Indie
Total

19
5
18
17
15
74

30
13
14
12
5
74

16
22
14
12
10
74

5
26
16
9
18
74

4
8
12
24
26
74

Statistic
Min Value
Max Value
Mean
Variance
Standard
Deviation
Total
Responses

Rap/ Hip
Hop
1
5
2.26
1.18

Total
Responses
74
74
74
74
74
-

Rock

Electronic/EDM

Country

Indie

1
5
3.26
1.18

1
5
2.86
2.04

1
5
3.15
2.51

1
5
3.47
2.33

1.09

1.09

1.43

1.58

1.53

74

74

74

74

74

Response
52
23
75

%
69%
31%
100%

13. Do you listen to EDM?

#
1
2

Answer
Yes
No
Total

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

Value
1
2
1.31
0.22
0.46
75

14. How often do you listen to EDM?

#

Question

...

Hardly
Ever
12

Once
in a
while
19

Sometimes

Often

17

14

All
the
time
12

Total
Responses

Mean

74

2.93

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

...
1
5
2.93
1.76
1.33
74

15. Have you ever attended an EDM event (concert,

festival, etc.)?
#
1
2

Answer
Yes
No
Total

Response
35
39
74

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

%
47%
53%
100%
Value
1
2
1.53
0.25
0.50
74

16. What was your favorite part?

#
1
2
3
4
5
6

Answer
Music
Venue
Crowd
Production
(light show,
confetti, etc)
Other
This question
does not
apply to me
Total

Response
25
1
4

%
34%
1%
5%

12%

0%

35

47%

74

100%

Other
Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

Value
1
6
3.85
5.09
2.26
74

17. Are you familiar with the concept of silent disco?

#
1
2

Answer
Yes
No
Total

Response
54
20
74

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

%
73%
27%
100%
Value
1
2
1.27
0.20
0.45
74

18. Have you ever attended a silent disco?

#
1
2

Answer
Yes
No
Total

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

Response
22
52
74

%
30%
70%
100%
Value
1
2
1.70
0.21
0.46
74

19. How would you describe silent disco to a friend?

Text Response
A "disco" in which you wear headphones and you get into your own world, and it's not a
place to socialize
individual party in a social setting
N/A
Headphones and Dancing
weird
Headphones and dancing
Everyone wears headphones so you can't hear the music, except through your
headphones.
Everyone looks really funny because you dance with people to the same music but
people who don't have the headphones on can't hear the music.
Everyone wears headphones and listens to their own music and dances
Awkward
Party where everyone listens to music through headphones as opposed to public
blasting.
A party where everybody wears headphones and can switch between two or more of the
DJ's channel options
An after party
A club with headphones
N/A
dumb
cool.
Where weird kids dance in a group silently with headphones. You need Molly to tolerate
that shit
Different
Headphones are connected to the DJ and you put the headphones on and dance
Each person listening to their own phone / iPod with headphones in
Listening to a DJ play through headphones. Surrounded by people listening to the same
music through their headphones
Pointless. When you are wearing the headphones you can't socialize and when you take
them off to talk you can no longer hear the music.
Listen to music in your own headphones
I don't know what it is?
I've never been so I really couldn't describe it.
an after party where you put head phones on to listen to music, but the actual venue is
silent
Each person wears a pair of head phones and can pick from three different stations. The
stations are three DJ's that are playing "silently", or just in the headphones at the venue.
you dance with no music
Cool
Antisocial and weird
Each person who attends wears silencing headphones that play specific music and each
person just interacts with each other in silence
when you wear headphones and dance by yourself to music. Most people probably look
silly doing it.
No idea
listen to music with headphones
A party in which you all listen to your own headphones

A bunch of people awkwardly dancing to music playing in their head.

Silent disco is a type of party, usually an after party, where multiple djs are play via
specific "stations." Each attendee is given a pair of headphones and can switch between
stations. To someone without headphones, the event is completely silent, and everyone
appears to be dancing and/or bopping to no music, although they do hear music via their
headphones.
Listen to music on headphones not through speakers and everyone dances
You wear headphones and attempt to party, but it's actually awkward and hard to talk to
anyone.
everyone listens to their own music with headphones and dances
Don't know what it is
n/a
I am not familiar with the term silent disco
Everyone plays their own music through their own headphones, but gathers at the same
venue with the same production to experience it together.
never heard of it
You listen to your own music (with your own headphones) and dance to that... Kinda
weird..
I wouldn't because I have no idea what it is
Everyone wears headphones that are on the same channel so everyone is listening to
the same music. But no one else can hear it.
Wearing headphones and dancing, everyone can listen to different stations.
I don't know what this is
I don't know what it is
Listening to music on your own but nobody else can hear it
Everyone wears headphones so no one can hear the music except the people on the
dancefloor. Good for submersing crowds into the music
Listening to music in headphones so only you can hear it
Weird
weird
Everyone is sitting around in a room with headphones on listening to music, but no
actual music is playing across the room. A lot of people are usually are on or coming
down from drugs.
A techno concert with headphones on instead of speakers
A party where the music only comes from your headphones
a disco with no sound
Dancing with headphones
Mer
A party where you bring your own music
Statistic
Total Responses

Value
64

20. Have you ever heard of the company SILO?

#
1
2

Answer
Yes
No
Total

Response
14
60
74

%
19%
81%
100%

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

Value
1
2
1.81
0.16
0.39
74

21. Have you ever attended a SILO event?

#
1
2

Answer
Yes
No
Total

Response
7
67
74

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

%
9%
91%
100%
Value
1
2
1.91
0.09
0.29
74

22. Please take a moment to browse through the SILO

Facebook (https://www.facebook.com/SILOfm.)
Afterward, please rank the likelihood of you attending
the future SILO event.
#

Question

...

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

No
Chance
18

Very
Little
Chance
35

Some
Chance
14

Very
Good
Chance
0

Total
Responses

Mean

67

1.94

...
1
3
1.94
0.48
0.69
67

23. What is the likelihood of you attending future SILO

events?
#

Question

...

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

No
Chance
17

Very
Little
Chance
36

Some
Chance
17

Very
Good
Chance
4

Total
Responses

Mean

74

2.11

...
1
4
2.11
0.67
0.82
74

24. How do you find out about Gainesville

party/nightlife events?
#
1
2
3
4
5

Answer
Word of
Mouth
Social
Media
Fliers
Posters
TV/Radio
Total

Statistic
Min Value
Max Value
Mean
Variance
Standard Deviation
Total Responses

Response

49

66%

24

32%

1
0
0
74

1%
0%
0%
100%
Value
1
3
1.35
0.26
0.51
74

25. Which social media platforms do you use to find out

about nightlife and events in Gainesville? Please rank
from most often (1) to least often (4)
#

Answer

1
2
3
4

Twitter
Facebook
Instagram
Other
Total

4
61
4
3
72

34
8
29
1
72

29
3
36
4
72

5
0
3
64
72

Total
Responses
72
72
72
72
-

Other
my boss downtown
Text message
party tutor
friends
Statistic
Min Value
Max Value
Mean
Variance
Standard
Deviation
Total
Responses

Twitter
1
4
2.49
0.51

Facebook
1
3
1.19
0.24

Instagram
1
4
2.53
0.45

Other
1
4
3.79
0.45

0.71

0.49

0.67

0.67

72

72

72

72