Focus Group Summary Of Final Product

1. Focus Group Summary of Final Product
For our market research we created a focus group through Facebook where
we published a rough draft of our final music video, so people could leave
constructive feedback. In the focus group we asked participants to answer
the following questions:
1) What do you feel are the strong points of the video?
2) Is the narrative of the video easy to understand?
3) What improvements could be made to the music video?
4) Has the indie/alternative genre been conveyed successfully?
5) Do you feel the use of black and white represents the narrative of the
music video?
This first question was in relation to the main parts of the video that people felt
were a strength and added to the overall professionalism of the music video.
People commented on the use of black and white, they stated that they felt
the black and white added to the overall narrative along with effect
signifying the dull and bleakness of the main female character's life as she is
in a disastrous relationship. Another participant said that they felt the use of
‘Point of View shots and a hand held camera’ was very effective as it put the
audience in the place of the characters which added to realism of the music
video and overall theme of the music video. Whereas another participant
said that the overall narrative of the video is conceptual, which in return
creates a narrative enigma leaving the audience left wondering what has
happened to the main character.
The next question focused on the narrative and whether it was easy to
understand. Participants overall stated that the clear and simplicity of the
narrative allowed the narrative to be easy to understand and the way in
which the video was edited also resulted in it being easy to follow. One
participant also commented that the narrative demonstrates a sensitive
subject in a respectful way and way in which presents the subject while being
easy to follow and understand. The characters being a teenagers meant that
target audience were able to relate more easily.
The third question asked participants to suggest if they felt any improvements
could be added to the music video. One response we received was that
more shots of the abuse and breakdown of the relationship could have been
added in order to make the cause of her crying/heartbreak clearer. This is
something we were aware of when filming and is something we have tried to
improve in later drafts of the video. Another participant said that they would
have liked to see some elements of performance but did however state that

2. this was their personal perspective and stated that performance wouldn’t
have added to the overall narrative of the music video.
Another question we asked the participants how success was the
indie/alternative genre conveyed in the music video. Overall people said
that the indie genre was conveyed successfully, which is something we
intended to do at the start of production we did this in order to meet our
target audience’s needs. People generally stated that the use of black and
white along with the use of an emotional and true to life narrative successfully
conveyed the indie/alternative genre.
The final question that we asked was in relation to the fact the entire music
video is in black and white. Participants generally agreed that the use of
black and white was highly effective as it added the theme presented in the
music video. One participant stated that they felt the use of black and white
added to the emotion of the emotions conveyed in the music video.
Although another participant stated that narrative of the music video was
presented through the black and white but suggested that they felt the
narrative would have been carried and followed better if all clips wouldn’t
have been in black and white.
In conclusion the responses we received for our music video were extremely
positive and constructive. People stated that the video professional looking
while also being able to successfully and easily present the narrative of the
video to the audience. Through conducting the focus group we have
realised that the way in which we have edited our video presents the
narrative easily and improvements suggested were from a personal
perspective as opposed to improving the final music video.