The document summarizes audience feedback gathered from a focus group about a music campaign, including a music video, website, and digipak. Feedback indicated that the website and digipak did not clearly relate to each other or the music video. Suggestions were made to improve visuals and add more information about the artist. Though the focus group was not the exact target demographic, their feedback helped strengthen consistency across the campaign. The music video successfully captured a mysterious tone open to interpretation, achieving the intended effect.

1. EVALUATION
TASK 3What have I learned my audience feedback?

2. How did you gather your audience feedback? What methods did you use? Represent some of your stats, feedback from
questionnaire and focus groups.
➤ For gathering our audience feedback we used a focus group
which was conducted on an AS class who had no idea about
what our music campaign is about.
➤ This meant that we could get a fresh pair of eyes with no bias
whatsoever.
➤ Some of the feedback we got was that our website and digipak
didn’t go along with the concept of the music video so we had
to change these to make them much each other.
Website written feedback
• Change background as it is too dark.
• More photos of the artist.
• Doesn't show much about the artist.
• They wanted to see more of the artist.
Digipak feedback
• Correlates well to the website as colours
link and work well
• Artist is seen as mysterious
• doesn't look like a professional font
• words look like poem on back not song
titles
• Adds to mysterious vibe of artist
• add something interesting on front

3. How did the demographic or psychographic profile of your audience affect the kinds of readings they produced?
➤ The Demographics of our focus group meant that we had a
limited target audience.
➤ Although they were around the age of our target audience who
are boys from the age of 18-24 we still targeted our focus
group at boys and girls who are around 17/18.
➤ This means that it is not our specific target audience but there
is still similarities between them and our target audience so the
feedback was very useful to developing our product.

4. What were the advantages/ disadvantages to using these sources? How reliable was the information and the key points raised.
➤ The advantages of using these sources means the feedback
we gained was reliable as it is from people who have not seen
our product and around the age of our target audience
meaning that its reliable.
➤ However a disadvantage is that the feedback was not from our
exact target audience so they may have different opinions then
the age group we targeted at although there were 1 or 2 boys
who were 18 within our focus group who said some very
helpful feedback that overall we changed because of that.

5. What strengths and weaknesses did the feedback indicate in your music video, website and Digipak? Refer to specific examples and illustrate these.
➤ The feedback we were given for the digipak and website was that
we had to make them more relatable to each other so the audience
can tell that they are related to each other on the same music
campaign. Therefore they told us that we needed to change our font
and put a picture of the artist on both the website and digipak. This
affected our final product as we listened to this which means that
there is now a faint picture of the artist on the website and digipak.
➤ For the Music video the feedback was a bit limited so we couldn’t
change a lot to it as it was finished, however we could change a few
things such as cuts and shot duration of a few shots. however, the
feedback from the focus group for the video showed that we had
captured everything that we wanted and sent the right message
across to the audience.

6. Explain the encoding/ decoding model in relation to your audience feedback. Provide examples.
➤ Encoding is the process by which a text is constructed by its
producers
➤ Decoding is the process by which the audience reads,
understands and interprets a text.
➤ The type of response described for our music video is
Negotiated reading as the audience would interpret our text in
terms of their cultural and social contexts as our music video is
open to lots of interpretation as there is not a real story line
behind the video.

7. Apply the use and gratification theory to your responses – which are the most applicable points?
➤ The use and gratification theory to our audience feedback was
that we wanted the audience to get actively involved in the
music video so create a diversion, make them escape from
reality for a few minutes by using the aesthetics, edits and short
cuts to keep them engaged and constantly trying to figure out
what was happening within the music video, so try to and create
a sense of mysterious and confusion, we did this by hiding the
artist and not having really any long duration shots.
➤ The audience understood and really liked the mysteriousness of
the music video however, they might have been a bit to
confused in order to fully understand the concept of what we
were trying to show.

8. In what ways did your audience feedback on your video illustrate this model in action?
➤ The focus group for our music video said that they do not fully
understand the message of the video which is what we were
trying to show as some said ‘it was the transformation from
human to animal in a club’, some said ‘there is no real
meaning’, ‘It shows that humans are all animals’, etc. this
shows that our video is open to interpretation and that there is
no clear message that comes through over any other which
will create debate about the video.

9. What conclusions can you reach? What have you learned?
➤ From this feedback we as a group agreed that there are a few
aspects which need to be changed such as the relationship
between the website and digipak needs to be clearer and the
artist needs to be shown more as they need to have a sort of
idea who he is.
➤ However, we were quite happy with the feedback as the
mysteriousness of our artist was shown very clearly within our
piece which is the main aspect that we wanted to create as it
that is quite usual within this genre.