1. WHAT HAVE YOU LEARNED
FROM YOUR AUDIENCE
FEEDBACK?
BY MAISIE LEGG
2. WHO MY TARGET AUDIENCE IS
• As my chosen genre is pop, my target audience is quite wide. However I mainly focused on
both genders of an age range of 16-25. The targeted demographic was C2DE as it was a story
of an underdog, overcoming adversity. It would still appeal to an ABC1 bracket however. Due
to the nature of the story it appeals to a patriotic audience who enjoys sport. This can be
seen from my chosen focus group
3. USES AND GRATIFICATIONS
• Every media product has its intended audience and meanings. This can be seen through the products
uses and gratifications.
• Uses and Gratifications Theory is a popular approach to understanding mass communication. The
theory places more focus on the consumer, or the audience, instead of the actual message itself by
asking “what people do with media” (Katz, 1959). It assumes that members of the audience are not
passive but take an active role in interpreting and integrating media into their own lives. The theory also
holds that audience are responsible for choosing media to meet their needs. The approach suggests
that people use the media to fulfil specific gratifications. This theory would then imply that the media
compete against other information sources for viewers gratification. (Katz, E. Blumler, J.G & Gurevitch.
4. HOW IT WORKS
Basic Model Examples in research Examples In Products
Identify Katy Perry- If We Ever Meet Again,
a prominent role model for
females all over the world.
Underdog story
Educate Charlie Puth- We Don’t Talk
Anymore, looks at a break up
from both genders.
Informs about the Invictus Games
Entertain Watching Ella Eyre play with her
friends in the supermarket and
travel around the world.
Watching the recovery and
journey of the soldier
Social Interaction Anticipation for Adele’s album 25. Talk about the Invictus Games and
when it’s next on, how impressive
the soldiers are.
5.
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9. WHY MY FOCUS GROUP WAS USEFUL
• My constant interaction with my focus group really helped me get across the narrative I wanted.
Through constant questioning and tweaking I was able to get my preferred meaning of my narrative
across, this was due to my target audience identifying what was confusing and I was then able to
change that. For example in the original cut of the opening scene my focus group did not really
understand what was going on, to rectify this I reshot the scene and changed the shot types and editing
to make it much clearer.
Still Image from First Draft Still Image from Final Edit
10. RESEARCH
• My target audience were vital to my creative decisions throughout the process. I decided to name my
album after a year, as through my research (albums such as 1991, 1975, 25, 1989, 1999) I noticed that
this was a common motif in albums throughout all genres and not just my chosen one. I decided to
apply this idea to my products and from my audience feedback I know that I was successful, as many
said that the album was similar to Adele, thus meaning my preferred meaning had successfully gotten
across.
11. PLATFORMS FOR MY MUSIC VIDEO
• Another vital piece of information my audience research gave me was what platform to upload my
music video to. Most of my target audience watch their music videos online on YouTube, or on TV. As
none of my subjects picked Vimeo (the platform I initially used) I decided to switch. This benefitted me
as I found Vimeo very tricky to use and not very user friendly.
12. CHOOSING BETWEEN THE ADVERTS
• I found two images very effective as an advert so I made an advert for both images to go with my
promotion, as I could not decide I used my audience feedback to decide. My audience preferred the
one you see on my blog now. Both contained all the conventions of a music magazine advert, however
my audience felt the chosen one strengthened the branding of my promotion more.
VS
CHOSEN ADVERT SECOND ADVERT
13. BRANDING
• My target audience for the most part identified a strong sense of branding throughout my products. To
do this I tweaked the colour scheme across all three of my products as well as keep the same two fonts
throughout all of the products. After giving my focus group a choice they chose the font they felt
matched the artists brand, however the numbers in this font did not match the brand identity of my
artist. To overcome this problem I found another font that’s numbers looked similar to the original font
and with the approval of my focus group used it for the serial numbers and album name of my
products.
14. STUART HALL
• Most of my focus group got the preferred meaning of my text, I believe this was due to the props and
locations used in tandem with the sound effects used at the beginning of the video. The people from
my questionnaire who had a negotiated meaning still understood the overall message from the video, I
believe this is because they were of a different generation to my target audience.
15. MICHAEL SHORE
• I believe my inspiration came through in my video without it being a ""recycled style"" as Michael Shore
states, but more an example of audiovisual poetry, this can be seen through my audience feedback as
some responses did notice the similarities to Waiting All Night, however most did not. This shows that
the music video really was inspiration, not a straight copy, the same with the ancillary products, though
people did identify Adele as a similarly Rihanna and Beyoncé were also suggesting supporting that the
genre is of a pop nature.
16. FURTHER FEEDBACK
• The most useful aspect of my audience feedback was the immediate feedback. I received my audiences
feedback directly which allowed me to change aspects quickly and efficiently. This really helped me fine
tune my products to get them to engage with their target audience. Another example of me asking my
focus group for their opinion was over the inside cover of the Digipak. They decided they preferred it to
be black and white with red lips, they said this strengthened the brand identity. They also chose the
filter for the flashback scene in the music video.
