What have you learned from your Target Audience

Feedback?

Target Audience One – Focus Group

In October 2016, my partner and I devised a short questionnaire with questions based on the narrative story we had planned for our music video. We selected a group of our peers who fit our target audience and asked these questions, their responses were recorded and uploaded to SoundCloud so we could take their feedback and listen to it and evaluate any changes they felt appropriate.

The things we learnt in doing this focus group were…• I need to ensure that we do not portray males in a way that could be considered offensive as

not to alienate any possible viewers.• I should consider the idea of obsession and intensity as suggested by someone in the focus

group as this is what they immediately associate with the song• I should consider some different outside locations as we do not have that many different

locations planned yet. • Covers and rereleased of old songs appealed to all of our focus group, as long as there was

something to set it apart from the original.

Target Audience Feedback Two – An Older Audience

As the song I picked to create a music video for was a modern version of an older song, made famous in the 1960’s by Fleetwood Mac, our song had two audiences. A modern audience of around 16-24 who would listen to the Bastille cover and also an older audience who would recall the original.To help appeal to both audiences, I created a paper questionnaire to hand out to people in the older target audience to get feedback on what we could do to appeal to them.

These are the questions that I presented to our second target audience group. As a modern audience will be more used to new trends in music videos e.g. they will be more prone to more outrageous costumes and shots from watching videos from Miley Cyrus and Lady GaGa, this means that things such as explicit language etc. would be less likely to offend a modern audience, this is why I decided to ask the older audience what they would find offensive as I do not want to alienate them/offend them as a possible audience.

The feedback from this questionnaire told me…• Explicit language/scenes including nudity would be offensive to all of

the audience asked• By doing a rerelease it is something that would appeal to the majority of

our audience as long as it doesn’t give the song a negative meaning with the video.

• Most people agree that our planned narrative suited the song and that it was relatable as most people will have been through a break up and the aftermath.

• The locations which the audience think would suit the song are woodland areas and open natural lighted areas.

Target Audience Feedback Three – Flickr

When my partner and I went out and completed our principle photography, and then after I had done the photo-shoot of our artists for our digipak and advert, I uploaded them to Flickr in the Vale Media group to allow a group of people in our main target audience to feedback on our photos and tell us which shots work and which ones they didn’t like so we knew what we could use to appeal to the biggest audience

People between the ages of 16-18 then were able to view the photographs and leave feedback, as well as my teachers who will be included in our older target audience to show us if there is any way I can appeal to both audiences at once.

This shows the comments on some of our photographs...This feedback helped us determine which photos to use on which pane

in our digipak and how to edit them to appeal to our target audience more effectively. For example by cropping the background of one of the photographs and enhancing the colour it has gone from “does not hold your attention for long” to “I really like all of the complimentary colours within this, the leaves are beautiful” and it is now a really effective back

pane for my digipak.

Target Audience Feedback Four – Poll Daddy

I posted on Poll Daddy a range of questions to try and gain target audience feedback anonymously for some of the features in our music video and digipak.

This was not effective at all as Poll Daddy is not a large platform so after a week there was only one vote on the polls which had no influence on the decisions and it was a waste for nothing to come from it.

Target Audience Feedback Five – Twitter

On Twitter, after the lack of success from Poll Daddy, I posted a Poll to see how our Target Audience mainly consumes music. This was so much more successful as the main audience was a modern audience who will be active on social media, I gained a lot of votes on this poll and it helped me know how to advertise my artists.My audience feedback clearly shows the large majority of music consumption is done through YouTube and Spotify, this is why I posted all drafts of the music video on YouTube and used both the YouTube and Spotify logos on our adverts.

Target Audience Feedback Six - Facebook

On Facebook I posted the final draft of our Music Institution logo. After editing it a few times I asked for feedback to see if there is anything else that I could do to improve the logo or if there was anything that the audience didn’t like about the logo that needed to be changed. Here is an example of what was said about the logo…

I was very happy with this feedback and so I did not make any more changes to the logo after this and left it as my final draft.

Final Target Audience FeedbackMy final TA research was to evaluate our final music video. I devised a questionnaire to send to members of the target audience, the questions are listed below…

1. Did the performance shots allow you to identify the star/stars?2. Were there enough close ups of the stars?3. Did you understand the narrative?4. What did you think of the stars representation, their image?5. Was editing used well enough for meaning to be clear and did it look good?6. Did you like the costumes and locations? Were there any in particular that worked well?7. Would the music video encourage you to buy their music?

I made a PowerPoint to show the findings of this questionnaire. The things I learnt from this questionnaire was…

Q1. I used a sufficient amount of performance shots to allow the stars to be easily identified, I feel like upon reflection we could have used at least one performance shot of them together to identify that they’re a duet.

Q2. Everyone agreed that there was enough close ups of the stars to identify them as the focus. Upon reflection I wish I had used close ups of them together to identify them as a duet, this was also agreed with by some audience members.

Q3. The majority of our audience understood the narrative, upon evaluation it could have been more clear that Luke was an enigma as some found it confusing that he was there and then gone the next minute.

Q4. Most of the audience agreed that the stars were given an image that suited the genre of music that they were making, one of the audience members thinks that the stars seem cold and unapproachable yet a lot of people also thought they were very relatable and just seemed like ordinary people so overall I think the star image is successful.

Q5. People in our audience were really impressed with the editing and how professional it looked, they agreed that the editing made the storyline clear, however someone did comment that it could have been more fluent and that the flashbacks could have been established better between what was a memory and what was happening in the present.

Q6. The audience were mainly impressed by the costumes and locations as the costumes were very typical of todays fashion making it relatable for a young audience, the only thing said was we could have used more costume changes to show more time progression. The locations used went down well with the audience, especially the woodland pathway.

Q7. A couple of people in the audience were very insistent that this was not their genre of music so they would not be interested in purchasing the music from our artists based on the video, however everyone else expressed an interest in the music and in the artist from watching our promotional music video, and also from remembering the original ‘Dreams’ song by Fleetwood Mac.