The document discusses the feedback Amazon Rose received from audiences throughout the process of creating a music video. They identified their target audience as fans of indie-pop bands like The Kooks through research and a survey. Using Maslow's hierarchy of needs and the Young and Rubicam model, they determined their audience fits the "Explorer" profile that seeks discovery. Additional surveys and interviews were used to create a detailed audience profile. Rough cuts were screened for feedback, and changes were made based on the feedback. Classmates and teachers also provided feedback during the creative process. Feedback was also received on additional promotional materials.

1. QUESTION 3
WHAT HAVE YOU LEARNT FROM YOUR
AUDIENCE FEEDBACK?
Amazon Rose

2. IDENTIFYING A CURRENT AUDIENCE
 My first step of initial exploration into
identifying my audience was to take myself as
an example. I identified three well known
bands of the indie-pop genre (The
Kooks, Bombay Bicycle Club and The Black
Keys) of which I am a fan of and subsequently
part of their target audience.
 Here is a link to the analysis I conducted in
terms of their stage
performance, costume, website design and
album artwork.
http://amazonsa2media.blogspot.co.uk/2013
/06/g324-audiance-profile-research-task-
1.html
 I then decided to narrow my search for an
audience down to a case study of one band
in particular- The Kooks. To do this I studied
Maslow's hierarchy of needs theory and
completed a survey using
www.surveymonkey.com and created a
questionnaire open to any Kooks fan.
 As I intended to aim my music video at this
point within this indie-pop genre I knew
identifying a profile for a Kooks fan would
provide a good platform to start with.

3. MASLOW’S HIERARCHY OF NEEDS-
IDENTIFYING A TARGET AUDIENCE
 To further identify the target audience for The Kooks I had to develop my
knowledge further in the terms of tailoring products to fit exactly your
audience’s needs or values. For this I studied Maslow’s hierarchy of
needs- as psychologist who analysed the different stages everyone must
go through to determine which is their most valued need in life. This can
help define what will or won’t appeal to this particular person (or fan in
this case).
 Therefore I as a fan of the Kooks used myself as an example- and took an
online test to determine my main values and needs to show the main
values and needs of a Kooks fan. I studied Young and Rubicam's 4Cs
which are based upon Maslow's hierarchy of needs. They have designed
a research tool to find out where people stood within it. The four C's
stands for Cross Cultural Consumer Characterization and divides people
into seven types depending on their core motivation.
 There is also an online test to take which determines your core
motivations. I took this 50 detailed question test and analysed my results
as a typical example of a Kooks fan. I came out with the result of “The
Explorer” “These people are driven by a need for discovery, challenge
and new frontiers”. I felt that the Young and Rubicam test segmented me
accurately and therefore would be ideal for identifying an audience
profile.
 From this result I decided to create my questionnaire around the
Rubicam and Young test to create an easier to access way of determining
what the main values of The Kooks fans were. If they proved to match
mine, or any of the other seven category's of people I could tailor my
future products to meet these needs and sustain these interests.
 Here is a link to my post on values modes
http://amazonsa2media.blogspot.co.uk/search/label/G324?updated-
max=2013-08-31T09:29:00-07:00&max-results=20&start=65&by-
date=false

4. CASE STUDY SURVEY RESULTS
 I created the questionnaire for my Kooks fan profile using
www.surveymonkey.com and based the questions around initially generic
data resulting answers and then tailoring the questions to fit into the
values modes. Here is a link to my results
http://www.slideshare.net/AmazonRose/results-25775534 For example I
asked “What is really important to you?” and provided answers which
determined each of the seven segments of people. I also asked the
question “How do you view life?” and again provided a range of options
which each linked in with the different segments.
 I also asked the The Kooks fans to write down what they liked about the
band. I then created a word cloud using www.wordle.com to pick out the
key/most commonly used words found in the answers. This was
interesting as it enabled me to see key aspects of the artist that the
audience enjoyed and valued. I also found that buzz words such as
“changing” “new” “exciting” “diverse” and “different” fitted the
description of an explorers desires also.
 I found through analysis of my results that my audience fitted well into the
Explorer category just as I had done. This meant that I determined The
Kooks fans to be “Explorers” and to carry connotations of R&C’s
descriptions of this. Subsequently my product which would also be based
on this genre would ideally provide the needs of an explorer- for example
challenging conventions would appeal to this group of people.

5. CREATING AN AUDIENCE PROFILE
 After researching into current audiences and developing my own idea of the typical
indie-pop genre audience and their values/needs I decided to create my own
audience profile. I again designed my questionnaire again on surveymonkey, asking
ten questions to create an audience profile that would enable me to determine and
fulfil the needs of my audience when designing and constructing my media products.
I enquired after; their age, gender, music genre preferences, whether a music video
should be stereotypical of its genre, formats most commonly used to access
music, preference in types of music video (e.g. performance based), preferred
themes within music video, what makes a good music video and also favourite music
videos and reasons for this. This provided me with a large set of data to analyse and
aid the determination of separate choices made subsequently from this audience
profile. Here is a link to my results
http://amazonsa2media.blogspot.co.uk/2013/10/research-into-target-audience.html
 I also conducted interviews with my target audience in person and recorded their
answers. I then noted down a condensed version of these answers to my
questionnaire and analysed them. Here is a link to the analysis of my interviews:
http://amazonsa2media.blogspot.co.uk/2013/10/qualitative-research-interviews-
with.html

6. AUDIENCE PROFILE CREATED FROM
FEEDBACK AND RESEARCH
 http://amazonsa2media.blogspot.co.uk/2013/12/audience-profile-research-and.html
 This is a link to an audience profile I created from my feedback correlated all together, including
hobbies, interests and fashion.

7. ROUGH CUT FEEDBACK
 After I had identified my audience through feedback and
tailored/created a product around these results the next
stage of audience feedback was after my rough cut
screening. Around 35 people of mainly my own age (17-18)
viewed the rough cut and commented within a feedback
questionnaire I provided.
 After the screening I manually analysed the results and
created my own result or concluding comments from the
feedback I received for each question. Here is a link to my
analysis of the feedback I received
http://amazonsa2media.blogspot.co.uk/2013/12/first-
review-of-feedback-from-screening.html
 This feedback gave me a good indication of the overall initial
reaction to my music video, which I was pleased to see was
mainly positive. However the more important aspect this
provided me with was areas to improve in. From this
feedback I concluded each analysis with a comment on how
I could work from this feedback in order to comply with my
audience’s needs/preferences. This was subsequently a vital
piece of feedback to receive. Here is a link to my rough cut
http://www.youtube.com/watch?v=p-_oBfY78IE

8. INTERNAL FEEDBACK IN THE CLASSROOM
 Throughout the construction and planning of my
music video I received feedback from my peers
in the classroom and my teacher. As this was
more of a gradual development of progress and
feedback this was done simply through speaking
to those around me and not recorded or
documented.
 However it did enable me to adjust and
experiment. As is shown here the editing
technique I tried out after I was recommended
it in my feedback within the classroom. Despite
the fact I ended up not using this effect, the
feedback enabled me to make that decision.
This again was a vital feedback process which
aided the creation of my music video to be as
good as possible.
 Comments from my teacher also all form part of
my audience feedback, as this helped me to
adjust and tailor my product to improve it as a
whole. As you can see here I used comments to
improve and respond to feedback on blogger.

9. FEEDBACK ON DIGIPAK AND MAGAZINE
ADVERTISEMENT
 http://amazonsa2media.blogspot.co.uk/2014/
03/updating-digipak-insert-and-magazine.html
 This is a link to the post I have written after
receiving feedback on my digipak and magazine
advertisement. As I had already created an
audience profile for my music video, obviously
this applied directly to my magazine
advertisement and digipak as well. However I
did still require individual feedback on these
products.
 I received feedback from my teacher as I
developed these texts but I also printed out my
drafted versions alongside a questionnaire for
my audience. This allowed me to make final
adjustments in colour, graphic, font
size, arrangement and layout. This was
essential for polishing off my texts and creating
a graphic that was both effective and
aesthetically pleasing.

10. CHANGES AFTER FEEDBACK