2. Focus Group Research
• Before the creation of our music video,
we’ve interviewed a number of people from
different age groups (15 to 19), different
genders, ethnicities and who clearly had
diverse likes and dislikes, in regards of music
videos, from one another.
• We’ve used these criteria in selecting them as
they were representative of the target
audience we mostly intended to appeal to.
3. • Firstly we let them listen to the song and then
we’ve asked them to try and imagine an ideal
music video for it.
• We then asked them a few, main, questions
about their essential points of view; and we
subsequently worked on their responses by
deciding how to set out our clip.
4. “Do you think the music video should
be performance or narrative based?
• The response we’ve received for this question
was objectively vary vague. There was a
situation of balance between those who
would’ve seen a video with a narrative as
most suitable; and those whom, instead,
favoured a more performance-based idea.
• So what we did was trying to please everyone
by setting out our clip in a way to include both
a narrative and a performance part to it.
5. “What do you think would be the most
suitable setting for our video?”
• When asking this question we made specific reference
to whether they could imagine the clip as being based
indoors or outdoors.
• The response we’ve received outlined how those, who
have previously favoured a narrative-based video,
opted for an outdoor setting; whereas those, who
favoured a performance-based video, seen an indoors
setting as most suitable.
• Again, in an attempt to appeal to the widest proportion
of our target audience, we’ve decided to please
everyone by including both indoors and outdoors
settings in the shooting of our clip.
7. And lastly..
• … we presented our initial ideas for the clip to them and then asked
for direct feedback; including those things they would’ve done
differently and those that would personally appeal to them more as
an audience.
• Luckily for us, they’ve all welcomed, by labelling it as “entertaining”
and “interesting”, the concept of hallucinations being at the base of
our storyline.
• A few went as far as admitting that they wouldn’t have being able
to think of such an appealing concept themselves; and that they
looked forward to witness the final product of our work.
• This confirmed our intention of basing the storyline and the main
narrative of our video around a character falling victim of ‘bad trips’
and powerful hallucinations.
8.
9. Rough Cuts feedback
• Furthermore, once we’ve created the rough cuts of our
music video, we’ve shown them to other people whom,
again, reflected our target audience; in order to obtain
feedback from which to draw the necessary knowledge to
improve our final product. We’ve recorded the interviews
that were conducted individually.
• It’s needless to say that the feedback we received from
these people was pivotal in our pursuit of a satisfactory
level of work.
• It not only helped us understanding how the audience
could potentially perceive our work; but also it gave room
for so many improvements to be carried out in this specific
sense.
