QUESTION 3 WHAT HAVE YOU LEARNT FROM YOUR AUDIENCE FEEDBACK?Amazon Rose

IDENTIFYING A CURRENT AUDIENCE

My first step of initial exploration into identifying my audience was to take myself as an example. I identified three well known bands of the indie-pop genre (The Kooks, Bombay Bicycle Club and The Black Keys) of which I am a fan of and subsequently part of their target audience.

Here is a link to the analysis I conducted in terms of their stage performance, costume, website design and album artwork. http://amazonsa2media.blogspot.co.uk/2013/06/g324-audiance-profile-research-task-1.html

I then decided to narrow my search for an audience down to a case study of one band in particular- The Kooks. To do this I studied Maslow's hierarchy of needs theory and completed a survey using www.surveymonkey.com and created a questionnaire open to any Kooks fan.

As I intended to aim my music video at this point within this indie-pop genre I knew identifying a profile for a Kooks fan would provide a good platform to start with.

MASLOW’S HIERARCHY OF NEEDS- IDENTIFYING A TARGET AUDIENCE

To further identify the target audience for The Kooks I had to develop my knowledge further in the terms of tailoring products to fit exactly your audience’s needs or values. For this I studied Maslow’s hierarchy of needs- as psychologist who analysed the different stages everyone must go through to determine which is their most valued need in life. This can help define what will or won’t appeal to this particular person (or fan in this case).

Therefore I as a fan of the Kooks used myself as an example- and took an online test to determine my main values and needs to show the main values and needs of a Kooks fan. I studied Young and Rubicam's 4Cs which are based upon Maslow's hierarchy of needs. They have designed a research tool to find out where people stood within it. The four C's stands for Cross Cultural Consumer Characterization and divides people into seven types depending on their core motivation.

There is also an online test to take which determines your core motivations. I took this 50 detailed question test and analysed my results as a typical example of a Kooks fan. I came out with the result of “The Explorer” “These people are driven by a need for discovery, challenge and new frontiers”. I felt that the Young and Rubicam test segmented me accurately and therefore would be ideal for identifying an audience profile.

From this result I decided to create my questionnaire around the Rubicam and Young test to create an easier to access way of determining what the main values of The Kooks fans were. If they proved to match mine, or any of the other seven category's of people I could tailor my future products to meet these needs and sustain these interests.

Here is a link to my post on values modes http://amazonsa2media.blogspot.co.uk/search/label/G324?updated-max=2013-08-31T09:29:00-07:00&max-results=20&start=65&by-date=false

CASE STUDY SURVEY RESULTS I created the questionnaire for my Kooks fan profile using

www.surveymonkey.com and based the questions around initially generic data resulting answers and then tailoring the questions to fit into the values modes. Here is a link to my results http://www.slideshare.net/AmazonRose/results-25775534 For example I asked “What is really important to you?” and provided answers which determined each of the seven segments of people. I also asked the question “How do you view life?” and again provided a range of options which each linked in with the different segments.

I also asked the The Kooks fans to write down what they liked about the band. I then created a word cloud using www.wordle.com to pick out the key/most commonly used words found in the answers. This was interesting as it enabled me to see key aspects of the artist that the audience enjoyed and valued. I also found that buzz words such as “changing” “new” “exciting” “diverse” and “different” fitted the description of an explorers desires also.

I found through analysis of my results that my audience fitted well into the Explorer category just as I had done. This meant that I determined The Kooks fans to be “Explorers” and to carry connotations of R&C’s descriptions of this. Subsequently my product which would also be based on this genre would ideally provide the needs of an explorer- for example challenging conventions would appeal to this group of people.

CREATING AN AUDIENCE PROFILE After researching into current audiences and developing my own idea of the typical

indie-pop genre audience and their values/needs I decided to create my own audience profile. I again designed my questionnaire again on surveymonkey, asking ten questions to create an audience profile that would enable me to determine and fulfil the needs of my audience when designing and constructing my media products. I enquired after; their age, gender, music genre preferences, whether a music video should be stereotypical of its genre, formats most commonly used to access music, preference in types of music video (e.g. performance based), preferred themes within music video, what makes a good music video and also favourite music videos and reasons for this. This provided me with a large set of data to analyse and aid the determination of separate choices made subsequently from this audience profile. Here is a link to my results http://amazonsa2media.blogspot.co.uk/2013/10/research-into-target-audience.html

I also conducted interviews with my target audience in person and recorded their answers. I then noted down a condensed version of these answers to my questionnaire and analysed them. Here is a link to the analysis of my interviews: http://amazonsa2media.blogspot.co.uk/2013/10/qualitative-research-interviews-with.html

AUDIENCE PROFILE CREATED FROMFEEDBACK AND RESEARCH

http://amazonsa2media.blogspot.co.uk/2013/12/audience-profile-research-and.html This is a link to an audience profile I created from my feedback correlated all together, including

hobbies, interests and fashion.

ROUGH CUT FEEDBACK

After I had identified my audience through feedback and tailored/created a product around these results the next stage of audience feedback was after my rough cut screening. Around 35 people of mainly my own age (17-18) viewed the rough cut and commented within a feedback questionnaire I provided.

After the screening I manually analysed the results and created my own result or concluding comments from the feedback I received for each question. Here is a link to my analysis of the feedback I received http://amazonsa2media.blogspot.co.uk/2013/12/first-review-of-feedback-from-screening.html

This feedback gave me a good indication of the overall initial reaction to my music video, which I was pleased to see was mainly positive. However the more important aspect this provided me with was areas to improve in. From this feedback I concluded each analysis with a comment on how I could work from this feedback in order to comply with my audience’s needs/preferences. This was subsequently a vital piece of feedback to receive. Here is a link to my rough cut http://www.youtube.com/watch?v=p-_oBfY78IE

INTERNAL FEEDBACK IN THE CLASSROOM

Throughout the construction and planning of my music video I received feedback from my peers in the classroom and my teacher. As this was more of a gradual development of progress and feedback this was done simply through speaking to those around me and not recorded or documented.

However it did enable me to adjust and experiment. As is shown here the editing technique I tried out after I was recommended it in my feedback within the classroom. Despite the fact I ended up not using this effect, the feedback enabled me to make that decision. This again was a vital feedback process which aided the creation of my music video to be as good as possible.

Comments from my teacher also all form part of my audience feedback, as this helped me to adjust and tailor my product to improve it as a whole. As you can see here I used comments to improve and respond to feedback on blogger.

FEEDBACK ON DIGIPAK AND MAGAZINE ADVERTISEMENT http://amazonsa2media.blogspot.co.uk/2014/0

3/updating-digipak-insert-and-magazine.html

This is a link to the post I have written after receiving feedback on my digipak and magazine advertisement. As I had already created an audience profile for my music video, obviously this applied directly to my magazine advertisement and digipak as well. However I did still require individual feedback on these products.

I received feedback from my teacher as I developed these texts but I also printed out my drafted versions alongside a questionnaire for my audience. This allowed me to make final adjustments in colour, graphic, font size, arrangement and layout. This was essential for polishing off my texts and creating a graphic that was both effective and aesthetically pleasing.

CHANGES AFTER FEEDBACK Originals

After feedback