Kevin O'Mara conducted audience research to help determine the target audience and elements to include in a music video for the song "A Message To You Rudy". Through a questionnaire, he learned that viewers preferred videos with a fun, lighthearted element set in an urban location. A focus group of fans of the song reinforced this feedback. As a result, Kevin decided to make his video depict a fun day out for teens set in an urban area. The final audience feedback confirmed that the lighthearted element and modern clothing choices met expectations, though some felt the song itself was not to their liking. Overall, the audience research significantly impacted Kevin's production decisions for the music video.

1. What have you learnt from audience
feedback?
By Kevin O’Mara

2. Target Audience?
• My Target audience for my music video “A Message To You Rudy” was
initially targeted for Teens due to the modern clothing and the age of the
characters in the video
• However due to the song choice older generations (those who lived when
Ska Music was at its peak) may also enjoy my video due to the song.
• Due to my audience research I discovered that although not many people
my age were aware of the Ska genre nevertheless, the song “A Message To
You Rudy” was popular and heard of by most of the students.
• As the song was an old classic I wanted to do it justice by making it
available a wide target audience; giving it as little restrictions as
necessarily possible

3. What did you learn from your
Questionnaire?
• From my questionnaire I wanted to get a to grips of what potential viewers
liked about their favourite music video clips. I wanted to see if I can find a
link between why people preferred certain clips
• I learned that the audience weren’t too concerned with the location of the
video just as long as the video didn’t seem out of place. Although a urban
city location seemed popular
• I was surprised that although the song was very popular and well known
amongst all of them, the genre of Ska music was only known by ¼ of the
interviewees
• This information helped me as I was given an insight on what potential
target audiences look for in a video. As the majority of the interviewees
said their favourite video had a fun element to it; I then chose to make my
video light hearted with that fun element.

4. Focus Group and Effect.
• After the questionnaire I then wanted to get a focus group made up of
people that were huge fans of the song.
• There was a strong link between what they told us and what our
interviewees from our questionnaire had previously said
• The need for the laid back, messing around, fun element continued to pop
up
• It was suggested to us that wearing black suits would capture the Ska
element however, it was our aim to make this video modern and available
for the younger generations as well as older.
• The light hearted element had a huge effect on my production as it made
it definite that I would have a light hearted video rather than a narrative

5. Impact from audience
• Audience research had a huge impact on my music video
• Setting: although many said it wasn’t a huge issue, the majority said that a
urban city will best suit my video
• Figure expression and movement: many preferred the fun element, a light
hearted video with nothing too confusing. I was afraid if I did a narrative
video and it wasn’t interpreted in the way it was designed then it wouldn’t
be successful.
• I adapted some of the ideas for example the light hearted idea. I adapted
it into a day out for the average teen messing around. It begins at the start
of the day in dusk and ends at night

6. Did I achieve my aims in meeting the
expectations of the final audience
feedback
• Yes I did. The light hearted element was mentioned back
• The choice of clothing was known to be trying to make a modern version
of the video
• The locations were liked, in particular the shots in Camden.
• However for some the song wasn’t particularly liked which then went on
and lost the element I was trying to impose from the beginning which was
the modern interpretation.
The significance of audience feedback was to a huge and it could be argued
that it shaped my production.