What have I learnt from my target audience>

1. EVALUATION TASK 3
WHAT HAVE I LEARNT FROM MY AUDIENCE
FEEDBACK?

2. DERIVATIVE 1:
YOUTUBE STATS.
YOUTUBE STATS.
On YouTube we collected the statistics of the audiences that have
been viewing our music video. The results show that we predominantly
have a large female viewership, which was our initial target. We also
have a wide international range, ranging from Europe to Africa. The
results also showed that they also enjoyed the dance element in the
video. These results reinforce why we targeted the audience and why
we included elements like the dancers to attract them. It also proves
that are audience is very much of the online age as it has been viewed
38% on mobile phones and 60% on computers indicating that
audiences have been viewing the video on the go

4. DERIVATE 2:
QUESTIONNAIRE
We came up with a few
questions to ask the audience
allowing them to give a
preferred opinion on what they
had seen in the digipak,
website and music video and
deciding for themselves the
quality of the products. Here
are the questions we gave out
to our audience.

7. DERIVATIVE 3: FOCUS GROUP.
We had a small focus group with our niche audience to
discuss what they thought about our products.

8. IDENTIFYING THE TARGET AUDIENCE:
PSYCHOGRAPHIC AND DEMOGRAPHIC
• we have identified our audience to be
young girls between the ages of 18-24.
Possibly because our audience is
young and female and also belonging to
the teenage VAL group of REBELS:
those who want to make their mark in
the world. They have gone for a more
artistic and alternative approach
agreeing with our products which is
alternative pop which in return agrees
with their values, attitudes and lifestyle.
Demographically, we cannot pin point
which category our audience would fall
into as they would mostly constitute
school goers but I would say A/B/C1 as
it in more likely that our audience would
belong to the upper/middle class.

9. THE ADVANTAGES/DISADVANTAGES
OF THE SOURCES.
• Overall the most reliable source was the youtube stats
because that gave us facts and it was also very easy to
attain and gave a clear estimation with figures of the success
rate and accuracy of our product.
• With the questionnaire it was not the most reliable because it
was anonymous some people just didn't take it as seriously
therefore that would have affected its reliability.
• The focus group was good because we had direct contact
with our target audience and we were able to also react to
their responses. But we also found that there was a clash of
opinions within the group.

10. STRENGTHS
• According to the youtube stats
the most watched part of the
video was this image to the
right. Apparently most of our
audience had gone back to this
moment clearly the dancing was
a strong part of the video.
• Also from the questionnaire, it
proved that the audience
wanted to see more balloons in
the video, proving that the
balloons are another strong
element in the video.

11. WEAKNESSES
• According to some members of
the focus group one of the
weaknesses was the plainness
of the set and scenery in the
music video but another
member also argued that that
was a strength because it
allowed them to focus on the
dancing and the singer.
• Another member also
suggested that the actual song
itself but I believe that is due to
personal taste rather than
looking at it objectively.

12. ENCODING-DECODING
• With the encoding of this production we as a group of 2 girls and 2 boys having a
balance inputed values that we all thought would contribute to making a strong
product. We made decisions based on the chosen song and chosen image of
artists there by including elements that we thought were trendy and also matched
the image of the artist for example the pink balloons a clearly quirky and girly
colour and the unusual prop. The boys decided it would nice to have it completely
fill up the room we also thought about the artistic connotations of this; that the
balloons signify her innocence and how it haunts her but she wants to be seen for
herself, and included all that into the music video.
• However we allow audiences to decode/read whatever they wanted from this
product. They thought it was cool, artistic and clever. The liked the colour scheme
in particular and how it all matched up and linked in with then ancillary products
i.e. the digipack and website. They also particularly liked the balloons This was the
average response form our audience although we got a few alternative responses
from members of our audience saying otherwise.

13. • The audience clearly gained amusement from watching the
music video and looking at the ancillary products so there is
a apparent uses and gratifications effects model there;
Diversion. Because, they enjoyed going into another reality
through the music video they escaped the emotional and
“everyday pressures” of their lives.
• Also by using an apparent colour scheme and using the
balloon element we have given the audience a sense of
“personal identity” of the artist where if any of the two or both
are present they would be able to identify with the artist and
this then goes them a sense of “personal relationship” with
the artist as they can individually identify her through her
motif elements and colour schemes.

14. READINGS
• Overall we got preferred readings from our
audience. they responded positively to all of the
information we asked of them. They were a few
oppositional readings but those came from
members that were clearly not in our target like
teenage males. We also got preferred readings
from members outside our target audience which
the YouTube statistics prove.

15. CONCLUSION
• From these results I can conclude that the product
fit perfectly with our target audience although there
are more elements we could have brought back to
fully engage the audience. We also learnt that there
were a few things that didn't sit with a few members
of the audience like the design of the digipack or
the simplicity of the set in the music video. Overall
we were able to create a campaign that
successfully motivated our audience to purchase
the product which is the main goal.