Transcript of "Evaluation - Question Three - David Leighton"
EVALUATION QUESTION THREE What have you learnt from your audience feedback? David Leighton
AUDIENCE RESEARCH – FEEDBACK PRE-VIDEO Initially from our audience research we had decided to research what it was people liked about Maroon Five’s video’s in order to be able to replicate this in our own video and hopefully make it a more satisfactory product for our viewers. The immediate impression from those we asked (both in and out of our video ‘Audience Research’) was that people liked the quirky, and sometimes humorous style Maroon Five used in their own videos, whilst they also liked the fact they retained the serious style and how they portrayed love sometimes as well. We incorporated this into our video with some lighter hearted parts of the stop motion such as the coffee cup trick and the spinning of the table, however during the ‘band performance’ sections of our video’s the characters had a painful look on their face like love had hurt them, making it seem a bit more heart-felt performance and keeping some elements of that serious tone. Furthermore whilst producing our video we made sure we played up elements of ‘style icon’ as most people in our audience research had noted or commented on ‘Adam’ (the lead singer) but did not seem to who the other band members were, showing that Maroon Five were incorporating elements of ‘style icon’ in their videos, so we did also.
AUDIENCE FEEDBACK - ROUGH CUTOur second main piece of audience feedback came when we showed our ‘rough cut’ to our peers during a group‘video sharing’ session. We found that people were mostly impressed by our use of editing effects (such as thetyping and transitions) they found the camera angles all to be clear and it an easy to watch video. Mostly peoplewere a great deal impressed with how we incorporated stop motion into our video at such length and so effectively.So effective, some people commented, it was that they did not even realize it was stop motion originally. Howeversome of the comments had criticism in them and these were as followed:• The lip syncing at the end of the video is slightly out, this could be changed easily.• Instead of using only one shot for the lip syncing perhaps incorporate some other shots of more than one person during this period.• Some of the ‘text added’ editing seems a little long and perhaps in places unnecessary.We found these comments to mostly ring true, furthermore we also edited changes in our final cut to ensure mostof these problems were removed completely. These were the changes that we applied in our final video:• The text intersection ‘No Trust’ we removed completely as it did seem rather unnecessary and served only to slow the video down.• The text intersection ‘Psychopath’ was sped up, whilst people had felt this was effective they also felt it slowed the video down somewhat, however instead of removing it completely we simply sped it up considerably, this people seemed to respond to quite positively.• We used myself, as well as Bradley for the lip syncing performance at the breakdown part of the song, we also added in a lot of transition between the two singers (Bradley and myself) in order to make it a bit more fast paced and the switch between the two characters always occurred during a beat, meaning it fit in well with the tempo of the song as well.• The slightly out nature of the lip syncing was immediately corrected and as far as it stands is now very nearly perfectly synced.
AUDIENCE FEEDBACK – FINAL VIDEOOur feedback (both vocally and online) has beenmostly quite positive. People have commentedthat overall it is an effective video that theyenjoyed watching, Bradley and myself are quitepleased with this and have only made a few minorchanges since this final cut.We have however had some criticism, some recurrent comments about some of the less finely tunedaspects of our video are that there is a little too much editing and it seems to slow down the videosomewhat and can, in places take the focus of the main feature (the stop motion), it seems thatdespite removing some elements of the editing (as mentioned in ‘AUDIENCE FEEDBACK ROUGHCUT’ people still feel perhaps there is a little much. However some people do prefer it. We receivedone comment stating the stop motion seems to make little sense in parts, however this is becausethe storyline is not entirely diegetic and the stop motion is suppose to represent the mundane natureof daily life (in the earlier stop motion where the comment was mostly directed at) which means thecharacter does simple things that seem to have little or no relevance but are really just acts of‘getting through the day’. Another good observation of criticism we have noticed is one‘LPatterson93’ noting how during some of the ‘life performance’ shots, when under rapid movementthe quality of the camera quality degrades a little, unfortunately this was entirely due to theequipment we were working with, a better camera or slower movements would solve this were we tofilm again.
AUDIENCE FEEDBACK – ANCILLARY PACKDEVELOPMENT & FINALIZATIONResulting in the fact that whilst creating the ancillary text for our product I wasback in the classroom where the technology for this task was most readily availableI received a lot of feedback and criticism both during the creation of my ancillary packand once it was finished.The largest piece of feedback that I had asked for (and received) was when Isent an informal questionnaire around the class asking whether the image (as shown bottom right)should have been blurred (as shown top right) or not. The resulting impression was that whilst peopleappreciated the effect given by the blurred version, they much preferred the un-blurred version. Due tothis I inevitably used the un-blurred version of the photo for our final digipack. Furthermore constant advice and criticism from my peers made sure I kept self evaluating my productmaking sure it fit in with the theme of the video. This resulted in most images being turned to back andwhite, and even the coloured images having some of their colour toned down somewhat.
AUDIENCE FEEDBACK – ADVERTISEMENT One criticism I received about my advertisement in my ancillary texts was that the text did not seem to fit in particularly with the text. I realised this myself however found myself but found myself in quite the quandary. The type of text I had used was the same colour as used in our music video, and the same font as used in the rest of our digipack. I felt this was important to contain both elements as the advertisement was for a ‘life performance’, meaning it was both part of the video, and part of the digipack that it essential l advertised and I wanted to make sure consumers knew what they were purchasing by almost giving them a sample of it before they had even bought it. As A result of the above reasons I left the advertisement text the same and feel I made the correct decision in doing so.
SUMMARY OF AUDIENCE FEEDBACKOverall, after extensive audience feedback with both those things we changed and those things we didnot I have learnt that evaluation is key, and would change later videos and make sure they did not havethe following problems:• Make sure lip syncing is perfect from the start of the editing, as this makes it entirely easier to edit later on.• Make sure you ask peoples opinions (be it a questionnaire or just an informal polite question) and take these into consideration when making decisions with the creation of your product(s) that affect your audience.• Make sure any editing contained does not slow down the video and is entirely relevant/effective rather than just there for the sake of it.• If the quality of the camera is as so it will degrade when movement is rapid either use a better camera or use slower camera movement in order to reduce/remove this effect.Overall I believe that despite some criticisms with the overall video, I believe it is an effective productand I am happy with it, if not proud. Furthermore I believe that mostly our audience find/found itenjoyable to watch.David Leighton
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