The document discusses what was learned from gathering audience feedback on a music video and website project. Key findings include: 1) A focus group provided useful feedback, but their opinions were sometimes influenced by peers and it was difficult to get clear answers. 2) Presenting to industry experts provided a specialist perspective and led the group to significantly change their original idea. 3) Weaknesses identified through feedback included parts of the website feeling too childish and having too much planned for the initial idea. 4) The feedback helped the group better understand how to apply communication theories like encoding messages and gratification theory.

1. WHAT I HAVE LEARNED FROM MY
FEEDBACK.

2. GATHERING AUDIENCE FEEDBACK
• The main way in which I was able to gather my audience
feedback was with my group as a collective in the focus
group.
• Here I learned that the focus group many of the people
within the focus group had their decisions changed and
influenced by the other people around them and often
changed their original view. This happened a few times as
with our stats we found that often it was difficult to get the
exact number of answers as we weren’t sure what they said.
• When presenting our first initial idea to the heads of
production I found that this was a very specialist genre that
we were entering into as they were really playful on the
thought of the ice cream van and how they really wanted
to play around with this idea.

3. DEMOGRAPHICS
• The age group of our focus group I feel
made the data that we got very
different from what we were expecting.
Firstly because of the way that they
were easily influenced by their peers as
they were in a class with people that
they knew well.
• I found that the younger age group
were also not afraid to say exactly what
they thought saying weather it was
good or not.

4. RELIABILITY
• I feel that the focus group may have been a little
biased in the way that they may have viewed our
products as they were all people that knew us
and some quite well. This would have added a lot
of bias.
• However, since this source was using an age
group that was close to our target audience it
was good to get their opinion on our products.
• When presenting our initial ideas it was also
good to have the opinion of the heads of
production who have a pretty unbias opinion.

5. WHAT’S GOOD ABOUT OUR FEEDBACK
• This showed my group and I that the website looked mostly good and that
there were certain things that they really liked such as the merchandise page
many thought looked good.
• They also pointed out the parts within the music video that they liked the
artist and who we chose to cast him and also they immediately got the
concept.
• This also showed us that they immediately got the genre that we were trying
to create and represent.
• We also found that we had to change our original idea by quite a large
amount after our meeting with the heads of production and our idea
adapted our product a lot, however, they liked the initial idea.

6. WEAKNESSES SHOWN THROUGH
FEEDBACK.
• From the focus group for the website I was able to see that
there was something that many people didn’t like about the
backdrop of the homepage and that also the vast majority
thought that the whole website was too childish.
• However, there was nothing that was bad that they could say
about the music video and were generally very positive.
• For our initial idea when we presented the heads of
production they said that there was just too much going on
and that we wouldn’t have time for all of it.

7. STUART HALL RECEPTION THEORY
• Using Stuart Halls theory of decoding and encoding, I feel that my
group and I successfully encoded the message that we were trying to
create of the artist from going from sad to happy.
• I feel that I also learned how to encode certain genre conventions into
our video well such as the long shot durations and the slow movement.
• I feel that this was a simple enough for most people to understand. This
I learned through how easily the heads of production understood the
concept and also from the majority of the people understood this
concept. Therefor I believe that there is a negotiated reading of our
music video.

8. BLUMLER LAZERFELD AND KATZ
• Gratification theory shows that the audiences are not passive but they
actively select the texts that they watch and consume.
• I learned from the focus group that I feel that they liked the concept as it
gave them a sense of diversions as it starts off with him being unhappy
in the video into a dream like state which in itself is a diversion sense to
it.

9. CONCLUSIONS
• I learned a lot from this task such as applying theory to understand the
ways in which our audience consumed our music video and website.
• I learned a lot especially from our focus group about how we could
improve our products and also what was good about them.