To answer this evaluation question we had a group discussion of the processes we went through in obtaining and utilising audience feedback and criticism. Below is the video we made of this discussion, featuring screenshots and images from the audience research and the results, to help visualise our points and make clear the purpose and outcome of our audience questionnaire. (Below is the script of this video in case something is not fully audible or understood)
SCRIPT FOR VIDEO.
Evie
In order to establish our target audience, after deciding which song to use we thoroughly researched the ‘Shout Out Louds’ as a band, through their MySpace site, their Last.fm profile and website. Through looking through the comments posted onto these sites, and also the comments posted on their videos on YouTube we were able to see that the majority of those commenting were both male and female in the age range 18-24 years.
Anna
This discovery was supported by our research into indie music as a genre in general, through which we discovered that it is mostly aimed at and attracts young people in the 18-24 age range due to it’s ‘alternative’ style and colourful and diverse content. We therefore came to the conclusion that our target audience was made up of males and females aged 18-24 years.
Ellie
We collected opinions from our target audience throughout the production and postproduction processes of our video, so as to ensure that we were creating a product that attracted and fulfilled our consumer’s needs and expectations.
Originally our concept involved dividing the narrative between a male and female character – following the idea that the female character was releasing new life and showing the male character “something new”.
Evie
When we had created our first rough edit we asked for opinions from our audience based on this concept and realised after analysing the feedback we received, the relationship between the two characters was unclear and therefore we recognised we needed to make changes in order to improve this as it was such a central part of our product.
Anna
Based on this constructive criticism we received we decided to replace the sections of the film that contained the female character with shots of the male protagonist so as to create an improved sense of continuity and a clearer narrative within the piece.
Ellie
The other main piece of criticism we received was that the shots of the male protagonist lip-syncing in front of the white wall were too plain, especially for the typically colourful indie genre to which the piece of music belongs. In the feedback we received it was suggested that we could add an element of animation to some of the shots in order to introduce some colour and variation to the overall text.
After discussion we decided that this would be an appropriate element to include due to it being present in other similar texts and also suggested by a member of the target audience meaning that it was likely to attract our target audience in general.
Evie
We also carried out audience research when discussing ideas for our magazine advert and digipack designs. This was in the form of a questionnaire, in which we focused on asking members of our target audience which features they would be most attracted to within the digipack design; for example if they would prefer it in black and white, colour, or a mix of both, or if images from the music video itself should be include in order for the product to be wholly successful.
Anna
We also asked for audience opinions on the content of the promotional products, for example whether the bands website should be included, or if the lyrics of the song should be present within the digipack design.
Evie
We then analysed these results in the form of graphs and tables, and concluded that in order to attract our audience to buy the product, the magazine advert and digipack cover designs should incorporate a selection of colour and black and white elements, and images from the video should be present. The lyrics of the song and the bands website should also be included within the design.
Overall we feel our audience research was effective as it helped us shape a product that attracted the target audience, as well as the promotional texts to support this. When questioned, 80% of our sample group concluded that they were more likely to purchase the music video on disk rather than download it, if the digipack and magazine advert attracted them. We took into account constructive criticism in order to achieve this, as well as forming promotional products based on suggestions from members of the target audience themselves, in order for us to ensure that the product would sell.
FOCUS GROUP
After completing the both the music video and the two ancillary tasks, we drew together a small focus group who fell into the category of our target audience to collect opinions and thoughts on the final outcome. The majority of the feedback we received was very positive; the group as a whole were complimentary of the links between the main video and the ancillary tasks especially in relation to the reoccurring vinyl record. Another feature liked was the animation which proved successful in adding an element of individuality, colour and 'difference' to the video. In terms of the ancillary tasks the polaroid effect pictures were an element liked by the group, they liked how we used screenshots from the actual video creating a continual sense of connection between the texts, but developing the images cleverly to fit to the different contexts. The polaroids were said to work in furthering the 'authentic', alternative style we wanted to express due to the conventions of the indie genre that we researched earlier in the project.
The constructive criticism we received was relating to the previously complemented animation - although thinking it was one of the strongest elements of the video, several members of the feedback group would've enjoyed actually seeing more animated sequences throughout the production - we completely agree with this opinion and if our time limit had been less tight, we would've wanted to create animation over several more of the shots, however due to how slow the process is to create these sequences, we simply did not have the opportunity to produce more than what is seen in the final edit.
The group responded to the colouring and camera quality of some of our shots, agreeing with our personal opinions that the quality of lighting and camera were somewhat detrimental to the appearance of the final piece. We were, as a group very unhappy with how these shots ended up looking due to the lack of equipment that other groups were fortunate to own themselves, but we worked with them the best we could and the focus group agreed that what we did in post-production to the clips was credible and successful.
The overriding opinion of the group was that we had definitely succeeded in creating three connected media products, that clearly promoted one another and represented clearly their purpose and intention. They agreed we had created a strong brand identity that if posed to a real buying market, would succeed in being recognisable, attractive and memorable to the target audience we directed the project toward.
We also posed to the group the earlier research we had done regarding the band Radiohead and their approach to selling their album:
"by releasing the music-only download, and the 'premium' physical edition - Radiohead are embracing the digital era while rewarding more committed fans."
"From what Radiohead are doing in releasing their album digitally, as well as offering a "premium" physical version, we can see that current indie-rock bands want to keep the physical album alive, and keep providing their most loyal fans with good quality, treasurable album packs that will be admired and purchased almost as a separate product as well as the music."
Also we explained about our audience research questionnaire question that asked audiences, 'if they were attracted to the album digi-pack, would they be more inclined to buy the physical copy rather than download the music.' - and how the majority of the following responses were yes, they would buy a hard copy if it attracted them.
In terms of this information, we asked the focus group if they thought our final ancillary product well represented this research and understanding of digi-packs, and if they would personally be inclined to buy the album if posed with the option of physical or download. Brilliantly for us, an overruling majority of the group agreed that if this album was one they were interested in obtaining, with our digi-pack design they would be inclined to buy the physical copy, rather than simply downloading the tracks through the internet.
Overall, I believe we succeeded in targeting and appealing to the audience in the way we intended, our three tasks link to one another clearly and effectively, and work correctly in their purpose of advertising the music video through recognisable images and symbols.
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