The document discusses the feedback received from audiences on a music video project. It describes conducting focus groups and questionnaires to determine the target audience of young females aged 15-25 and learn that both genders should be featured. Rough cuts were posted online to receive feedback, and changes were made to shots, lip syncing, and to include both genders. The final video was promoted on social media, and feedback throughout the process helped improve the project.

1. Evaluation 3
What have you learned from your audience feedback?

2. Our target audience
Before we created any promotional products, we had to first decide on our target audience. We
concluded that we would focus on young females from the age ranges most prominently from 15-25.
We decided this because we wanted our audience to be able to relate to the action that they see and
enjoy the song and its content. Namely, the lyrics of the song, “girls just want to have fun”, being an
example. As the song lyrics themselves automatically appeal to this social group, most interestingly
because of the use of the word “girls” as supposed to “women”, inevitably entreaties young
females.
As our product grew however, we noticed that the song also appealed to older women, as they
remembered when the original song was popular in the early 80s. We then made a plan of making
the song title and artist on prominent display throughout other products we produced. This was,
we believed that elder women would recognise the title, and, ultimately, want to watch our video.
We used a number of promotional strategies to entice our audience. We first created social
networking accounts on Twitter, Vine and Instagram, which are the three main social networking
sites of this day. We decided against creating a Facebook account as it is rapidly decreasing in
popularity , whilst the other three are growing. In order to achieve the best results from making
these accounts, we regularly posted images, videos and “tweets” to our followers, alerting them to
the latest news and the progress of our music video.
This is a screen shot of our Instagram account. It consists of 50 followers,
which enables us to post images that they will enjoy and, as a result, they
would possibly tell their friends and our account would grow even more.
We have regularly posted photos and videos on this account as it is the
one with the biggest following.

3. Focus Groups
We conducted two focus groups before filming our music video. The first was taken
from two students of the age range we were trying to appeal to, yet they were of both
genders. Although we wanted to directly appeal to the female market, we wanted to
have an insight from a young males perspective so we knew what he would expect, and
what we could have added. The questions that we asked for the two focus groups were
the same and as follows:
1) What do you expect in a music video?
We asked this first as we thought it was the most broad of them all. The answer is due
to personal preference however, we were surprised to see that most answers were
relatively similar.
2) What do you expect in a pop video?
We asked this question as it relates to our own specific genre of song the difference we
found was that they wanted to see “fun” mostly in a pop video as supposed to other
genres.
3) Do you think that watching a music video would make you want to purchase the
song?
We found that this question depended on the strengths of the video. We asked this as
our song is obviously released and, therefore, we wanted our video to match the hype
of the song.
4) What is your favourite music video and why?
We asked this as we initially explored adding intertextuality in the video, and we
wanted to know the most popular videos.
5) Do you think it is important to have both genders in the music video and why?
We found that this answer also depended on the preference of the person, however
having both genders would appeal to a wider audience.

4. After the first focus group, we decided to
change the initial idea of having only
females in the music video. Instead, we
decided to add both genders into our final
product, e.g. in the “club” scenes. This
enabled us to appeal to a wider target
audience as supposed to one.
The second focus group made us think
about the choreography in the final
product. Although the dancing is
subtle, we decided to add it right at the
start to introduce the song and compile
with the expected codes and
conventions and expectations of our
final focus group.

5. Questionnaires
We produced five questionnaires which we distributed to three females and two males
of three age ranges. Unsurprisingly, we received dissimilar results for our questions.
Typically, the elder people that we asked informed us that they preferred music of the
decade that they grew up in, and they listened to far less music than our younger
participants on a daily basis.
We found that almost everyone had a different preference in terms of decade of music,
which we asked as our song was obviously from the 80s. Although they did have a
preference in terms of decade, they typically did not care for the origin of the song, and
just the song itself.
Interestingly, we found that our participants watched music videos mostly from their
smart phone or laptop, and the source of the video was YouTube. Our members rarely
watched music videos from their TV which was significant for us. Due to the rapid rise
of YouTube viewers, we decided to post our finished product on the site, as we knew it
would be more likely viewed than if we posted it any other way.
The most important finding however, was that each of our participants agreed that both
genders should be present in a music video. This is something we took into careful
consideration and, as a decision from reviewing the results, we decided to add both
genders to appeal to each social group.

6. Our original unanswered
questionnaire -
Looking back at our questionnaire, we could have
made some changes in order to give us the best
feedback we could receive.
We could of first established the persons gender,
so we could know exactly if the results were taken
from our target audience or others.
Although we were interested as to when the
participants favourite decade was, the results did
not obviously assist us in making our video, as we
had already chosen the song.
It was useful however, to find out how people
watch music videos, which we found to be online
on the site “YouTube”, which is where we
decided to post our finished video.
Another advantage and strength from the
questionnaire was the end question, where we not
only established that we needed both genders
present, we also found out why our members
believed there should be both genders involved.
We discovered that they believed it was important
because we would be able to appeal to a wider
audience and fit into the professional videos
today.

7. Audience Response – Rough Cut
After completing the first cut of our music video, we decided to post it
online in order to receive some constructive feedback that would help us
improve our final product and make the necessary changes.
We asked for feedback from our
teachers. They told us that they liked
many aspects of the video, yet there
were some improvements that could be
made. Some of the shots should be cut
down in order to accompany the pace of
the song. Furthermore, some of the lip
sync of the video was inaccurate, we
therefore decided to go back to the
video and edit it more thoroughly in
order to achieve the best grade possible.
However, they both did tell us that we
had made a strong start and, for a
Link rough cut, the video was of high http://www.youtube.com/watch?v=n0ytWldKkyo&list=UUDmNwP
o_ZhTXHU4Hc5JuMgw&feature=c4-overview
standard.

8. Promoting our final product
When we had finished our final video, we wanted to advertise it in order to
receive feedback of others opinions. We first published the video on
YouTube which we thought would be the best way for people to view our
video. We then posted the link on every social network site we had created,
even posting a “teaser” on our Vine and Instagram accounts. Furthermore,
we individually posted the link to the video on our personal twitter
accounts, which was a way to promote the video to our friends, who would
then pass the information on.

9. Evaluation
We have learnt a great deal from our audience feedback as, unlike our AS
coursework, we have carefully considered each method and made sure that
each results benefit us in making our final product. We have continually
decided to refer back to our initial audience feedback and we have carried
out many other audience feedback tasks throughout the process.
We believe that it has been extremely beneficial for us to conduct multiple
methods that would benefit us. The most beneficial being from posting an
initial “rough cut” of our video. This enabled audiences to give us
constructive feedback that we could quickly work upon, before producing
our final video.
We have made sure to keep referring back to answers from those in our
target audience form our focus group and questionnaires and, by the
response of the final product, we believe we have been successful.