Focus Group evaluation

1. What have you learnedfrom your audience feedback?
We approachedgettingaudience feedbackintwodifferentways.Firstly,we setupa closed
Facebookgroupand invitedpeopletowatchour musicvideoandcommentonwhat theyliked,
didn’tlike andwhat theywouldimprove orchange.
Unfortunately,we hadlittleresponseonFacebookasourtarget audience (16-25) tendto use
Facebooka lotlessfrequentlyinrecentyears.However,the responseswe didgetwere helpful in
identifyingthe positivesandnegativesof ourmusicvideo.Forexample,TomArrowsmithsaid:
We alsocreateda surveymonkeylinkwhichwe sentoutandgainedmore of a response on.These
are the questionsandsome of the responseswe gained:

2. POSTIVES
1. Monochrome colourwas effective
2. The music videowasappropriate toIndie Rockgenre
3. 100% of SurveyMonkeyviewersenjoyedthe musicvideoandwouldrecommendittoa
friend
4. 100% of SurveyMonkeyviewersthinkthatthere isanequal balance of Narrative,
Performance andConceptual Imagery
5. 75% of SurveyMonkeyviewersthinkthe musicvideocouldtargetbothmale andfemale
viewers
6. 92.86% of SurveyMonkeyviewersthinkthatthe musicvideoistargetedat16-20 year olds
7. The footage isrelatable tothe SurveyMonkeyaudience due tothe normalisedsettings
(beach,concertsetc),alsothe narrative (apartfromthe ‘underlyingtone of domestic
violence)wasveryrelatableinyoungpeopleaged16-20 as theyhave relationships inwhich
theyfall out,butalso wantto remaintogether.
NEGATIVES
1. 25% of SurveyMonkeyviewersthinkthatourmusicvideoappealstoonlyFemaleviewers,
unfortunatelyshowingthatwe weren’talwayssuccessful whencreatedappropriate footage
for bothgenders.

3. 2. 7% of SurveyMonkeyviewersthinkthatourmusicvideoistargetedat20-25 yearolds,
whichisolderthanthe targetaudience of the band.
3. Flashesof colourwere requestedforthe performance shots
4. Qualityof the musicvideocouldbe better
IMPROVEMENTS
1. Addflashesof colour
2. Make the slapscene more contrastingto make the male character clearerintermsof view
3. Use more openshotsof Phoebe insteadof justclose ups
4. Make the time frame clearere.g.whichshotsare past and whichare present?
From thisfeedback,we learntthatwe hada clearand strong narrative fromthe beginning.
Some of the audience membersthoughtthathavingthe performance shotsof the bandincolour
wouldmake the videomore vibrantandgive more of a concert feel,separatingthe performance
fromthe narrative,howeverwhentheysaw adrafteditwe had createdwithcolour,theyagreed
that the overall qualityof the musicvideolookedbetterinblackandwhite.