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1. WHAT HAVE I LEARNT FROM
AUDIENCE FEEDBACK?
EVALUATION TASK 3 EXTENSION
— Andrew Jensen

2. HOW DID YOU GATHER YOUR DATA?
▸ We conducted a focus group.
▸ There were 15 people in our focus group, consisting of
males and females aged 16-18 (our target audience)
▸ We showed all three products of our campaign to the
focus group, and then received qualitative feedback.
▸ We noted down their feedback and made graphs and
drew conclusions which are published in the post above.

3. HOW DID THE DEMOGRAPHIC + PSYCHOGRAPHIC PROFILE AFFECT YOUR
RESULTS?
▸ It was evident that those that fit under the VALS psychographic
segmentation of Trendies and Groupies responded differently
to the product than those who had traits that were more like
Rebels or Drop-outs.
▸ Our products received a more positive reception with the
Trendies and Groupies, whereas Rebels and Drop-outs were
more critical about it.
▸ In addition to this, we only used a young demographic, who
would be more likely to like our product (female pop) than
those perhaps from an older generation, such as 60-80.

4. ADVANTAGES + DISADVANTAGES OF OUR RESEARCH
▸ Advantages:
- We received detailed feedback
- We were able to change our product to suit the needs of our target
audience better, because we received the feedback from our target
audience.
▸ Disadvantages:
- We only picked a small group of people, mostly of which were
white British people, of the same age.
- In addition to this, the qualitative data obtained was subjective, as it
reflected what one person in the group felt, rather than a majority.

5. STRENGTHS OF MY CAMPAIGN — FROM FEEDBACK
▸ It was evident that out of our three products, our strongest
product was our music video.
▸ The audience said that our music video was engaging, and was
like similar products in the same genre.
▸ In addition to this, they said that both our music video and
digipak adhered to the pop genre conventions.
▸ We also received feedback that all three of our products worked
in synergy, in that they were all “very much alike” and so created
a larger impact overall.

6. WEAKNESSES OF MY CAMPAIGN — FROM FEEDBACK
▸ One weakness of our campaign was that in our music
video, the costumes of the dancers seemed to be “plain in
comparison to our lead artists’ outfit, which was more
regal. Our focus group thought this was strange and
should be replaced.
▸ We also received feedback that our digipak was “simple”
and that it wasn’t as engaging as our website and music
video. This led us to change our digipak entirely to
something more exciting and colourful.

7. ENCODING AND DECODING IN TERMS OF MY FEEDBACK
▸ According to Stuart Hall’s reception theory, we realised that
a majority of our audience had preferred meanings of our
products, in that they accepted all our intended meanings.
▸ For example, we placed our artist with a male in close
proximity to convey they were in a love/a couple.
▸ On a review after the video, all members of our focus
group saw that the two were a couple. This means that our
encoded meaning was successfully decoded by our
audience, and had the intended meaning.

8. USE AND GRATIFICATION THEORY ~ LAZARFELD, BLUMER AND KATZ
▸ We noticed that for most of our audience, our products, and in
particular our music video, acted as a diversion to our audience.
▸ This is because they seemed thoroughly entertained and
entranced in the product - which looked more at beauty and
people rather than everyday life
▸ In addition to this, we recognised that some some of our female
focus group members identified with our artist, and so our
product was used as a means of personal identity for some the
female audience, especially those more concerned with their
appearance.

9. WHAT READINGS WERE PRODUCED BY YOUR AUDIENCE THAT WERE PREFERRED,
NEGOTIATE OR OPPOSITIONAL?
▸ Most of the readings we received were preferred, in that
our audience agreed with the ideas we presented, didn’t
challenge anything in our products and generally seemed
to be enjoying them.
▸ However, there was one or two people who were some
who had some readings that tried to negotiate with the
products, in particular our website, as they felt there was
too much going on, and that pop stars usually have
minimalistic and simplistic websites.

10. CONCLUSIONS
▸ The feedback we received made us move in an entirely new
direction with our digipak, as shown on the next slide.
▸ In addition to this, their suggestions gave us ideas on more
interactive features to include on our website, such as mailing
list requests and Instagram promoting.
▸ Overall, we received valuable feedback from our focus group,
and particularly the qualitative results we collated were useful
in us addressing our audience more directly and engaging
them more than if we had left our products as they were.

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