GEORGINA BITMEAD
What have I learned from
my audience feedback? Evaluation task 3
METHODS
To gain audience feedback that would actually be
useful to make changes to our product we had to
come up with certain methods.
For instance, we filmed a focus group for audience
feedback for all three of our individual products. It
was important to pick our audience members so
that they would fit our target market. For example,
it was pointless to pick 60 year old men to give us
constructive feedback because they are not our
potential target market. Instead, we picked lots of
girls aged 17-18 and had some boys to gain a vast
range of feedback.
We used important stats from Youtube to see how
our video effected the audience. A particularly
important and helpful chart that was created on
these stats was where people watched the video
the most, what were the best bits of our video?
This showed us that the girly (floral) setting and
the UV set was the most popular. This then helped
us with the rest of our feedback because we knew
what favourite images to add to our digipak
design and website so that all three elements
linked together.
We created a questionnaire summary so that we
could gain quick answers about all three of our
creations. This helped us see whether our
products linked together well as a brand of artist
and portrayed a pop genre in music.
D E M O G RA P H I C
AUDIENCE
PROFILE
When it came to our audience feedback from our
focus groups we made sure that we picked a majority
of 17 year old females because this was our target
audience from the very start of the creation of these
products. This allowed us to get feedback that
women would usually only make. For instance they
talked about the colours, the template and art that
was collaborated thought all of our products, which
are mostly girly or female orientated so they
appealed to this audience more than our previous
focus group which included men.
Our youtube stats, however, were random and were
not picked to be presented to our target audience.
Instead, we were surprised to find out that men were
watching our video and that they were older then our
target age. All this did not give us immediate
feedback we could find out the areas of popularity of
our music video and see to involve the floral aspect
of our set into our digipak and website design.
The questionnaire survey was randomly handed out
so we didnt know whether it was from a male
audience member or a female audience member. It
was also sent out to our teachers so that we could
gain feedback from older audience members, as this
was useful in seeing whether we could bring in
audiences that werent our original target.
S O U RC E S :
By using people and the word of mouth technique with our focus group
videos we were able to get truthful feedback because we were there to
witness these people view our products and give initial feedback from it.
The disadvantage to this was that we only got feedback from the people
we chose, there people were close to our target market, meaning that we
didnt get any feedback from any male audience members or people that
we would not expect to see enjoying our music video.
The advantages in creating a survey for anyone to fill out is that we could
get feedback from anybody, whether they were male, old, young, or
female. This meant that when we made these changes to our product, we
might broaden our target market and create a demand for audience
members that we did not initially expect would be interested in our
products or our artist. However, because we were not there to witness
these people fill out our survey it makes the feedback less reliable
because we are not aware if they actually spent time looking at our
products thoroughly.
T H E S T R E N GT H S
IN OUR MUSIC
VIDEO -FEEDBACK
Our music video feedback focus groups and
videos told us that when we were initially
editing our music video it was not fast paced or
cut fast enough to match the beat of the music.
To change this we added more of the UV videos
and cross cute them with other bits that weren't
as dynamic or fun as this particular set. The UV
set portrayed this fun and girly atmosphere
that we wanted to portray for our artist. This
UV set was indicated as popular in the stats
feedback from youtube so it helped that we
used so much of it. It brought in audience
members, both men and female, that were not
expected. This is clearly a strength in our music
video because it creates a demand from
audience members that are not our target,
therefore broadens our music videos popularity.
The survey told us that lots of people enjoyed
the variety of different sets in our music video
and because we used lots of floral examples in
the sets in our music videos, a floral image
could work and be used throughout our various
products in our campaign as this would link
them together.
WEAKNESSES IN
OUR MUSIC
VIDEO
- FEEDBACK
The weakness in our music video was
that a majority of the people stated
from the youtube stats that our music
video is not watched all the way
through and that maybe people get
bored towards the end and switch off.
This is shown from this particular
youtube stat because the line is
degrading towards the end of the
music video which indicates that
people stop watching the music video
after a certain point.
This was somewhat expected because
the general techniques used in a pop
music video are always repeated and
the imagery is the same throughout.
This is probably why audience
members have stopped watching the
music video.
ENCODING AND DECODING
MODEL
This particular model is how we were able to encode and apply
conventions form a pop genre into our music video, digipak and website.
Where as the decoding part is how the audience are able to interact,
understand and read these encoded signs.
When it comes to our products we were able to encode pop music video
conventions, like our fast paced cutting, closeups and lip-sync techniques.
This makes the music come to life and appeal to the right target audience.
The song is upbeat and fun and so we tried to create this atmosphere and
portray the artist in a fun way by involving choreography.
A majority of our feedback suggests that audience members were able to
easily decode these conventions because in our focus groups they said
that they wanted to get up and dance because she is portrayed in such a
fun way. When it comes to our digipak they said that all of the images
were fun and linked to the music video but there is just too much going on.
T H E U S E A N D G R AT I F I C AT I O N
T H E O RY.
The use and gratification theory believes and follows two particular reasons
that people watch music videos:
1) Diversion- which is almost a way to escape from a 'mundane reality'. This
can be used in a music video when a celebrity lifestyle is used to represent
what the audience member could have, which is a more glamorous and
exciting world. We have created this in our music video because we have
used glamorous clothing, expensive and almost hollywood; blinder lights to
create a a posters world.
2) Personal relations- describes the relationships which are built between the
artist and the audience. This can be shown with the use of backstage
footage to make us feel as if we are invited in and are allowed to be apart of
their true self and life. We used lots of closeups to to create this relationship
between the audience member and the audience. We also created a
relationship between the dancers and the artist by using them in the music
video. This makes her appear as a likeable person and will make viewers
want to create a relationship between them and the artist.
G E N E RA L R E A D I N G S
P R O D U C E D BY O U R A U D I E N C E
General feedback that we had that opposed each other was
that a large majority of people said that our website was
easy to navigate but then others said that it wasnt. This
makes it complicated as we dont know whether to make it
more simple or leave it as it is. Either way we decided that
we are going to change the font and the template and
make it more graphic so that it is simple to read and view.
A view that was preferred and expressed by a majority of
people was that or music video was fun and we have
portrayed the artist in a fun way, so much that it makes
them want to move to the music.
C O N C LU S I O N
Overall, I think that we have been able to
create three products that individually
stand out and also link together.
I think that there are still some small
changes that can be made to the digipak
and the website because the website had
a number of people on the survey that
stated it is not easy to navigate. The
digipak should be more simple because
people have stated that there is too much
going on with the glitter and the floral
images. This can be toned down by only
involving floral images and making it
simpler and more graphic.
What i have learnt from this feedback is
that releasing a product on to an online
platform like youtube allows other people
(not in our target audience) to watch our
video. This expands our popular demand
for our music video.
