The document describes collecting feedback from a focus group on a music campaign. It discusses preparing questions in advance and collecting feedback through handwritten notes and video recording. The focus group provided feedback on the digipack, whether elements linked together, colors worked, genre could be identified, and visibility on store shelves. Recording the session allowed for more detailed feedback. Analyzing demographic and psychographic profiles provided insight into responses. The focus group identified strengths like color combination and star image, and weaknesses such as unclear artist/album names and lack of certain elements.

2. COLLECTING FEEDBACK
Before the focus group we prepared a set of questions for each section: music video, website, digipack and the whole campaign.
We also thought about the methods of collecting feedback and identified two: handwritten notes and recording a video.
Due to I was the one responsible for making the digipack, I
was also the one responsible for recording the feedback for
it. In order to make handwritten notes I have printed the set
of questions, which I have prepared before hand and was
writing down brief notes underneath each question during
the focus group.
These were the questions:
1. What do you think about the digipack?
2. Do you think the four pictures link together?
3. Do you think the colours work?
4. Could you tell the music genre from this digipack?
5. What do you think about the artist and the album
names?
6. Is the font readable? Does it link to the style of the
album cover?
7. Can you remember any similar album covers of the
existing singers or bands ?
8. Would you notice this album on the shelf in the music
shop, do you think?
In order to get a more detailed and accurate feedback we have
decided to record our focus group. We took a camera and placed it
behind people in order not to confuse them
This is the edited version of our focus group:

3. DEMOGRAPHIC PROFILE PSYCHOGRAPHIC PROFILE
Psychographic profile have been very influential on the kind of
feedback we received from our focus group. Due to all people have
different opinions, interests and values in life they interpret things
differently.
For example, the girls from our focus group have spotted the music
genre much faster than boys did. Arguably, this is because boys
stereotypically do not listen to romance or pop music, so they don’t
exactly know how should the pop star’s music video or digipack look
like.
Understanding psychographic profile is helpful when identifying who
your target audience is. The focus group proved that we have identified
our primary target audience of young females 14-16 correctly.
Demographic profile was not so influential on the kind of
feedback we received, because our focus group was one
class, consisting of boys and girls of the same age and
relatively similar home income, based on that they all are
studying in the same school.
The main demographic difference was gender, due to girls
are stereotypically more into romance pop, than boys.
However, it worth mentioning that boys were still quite into
the discussion, giving a lot of useful feedback.

4. STRENGTHS
These are some of the strengths of our music campaign that the focus group has pointed out:
1) The color juxtaposition works well. It’s nice to
have such a simple idea: white vs red – it makes
the whole campaign to link well together.
2) We have well constructed a star image and
presented Cheri as a young, pretty and
confident woman
3) It’s good we have kept the second element further into
the music video. It’s nice not to introduce the dancers in
the beginning, to have a fresh element towards the end of
the music video, when the audience is getting slightly
bored of what they have already seen.

5. WEAKNESSES.
These are some of the weaknesses of our music campaign that the focus group has pointed out:
1) It is not clear at all where is the name of the
artist and where is the name of the album.
2) There is not enough of element 2.
Introduce more dancers, they add dynamics to the video.

6. EXPLAIN THE ENCODING/ DECODING MODEL IN RELATION TO YOUR
AUDIENCE FEEDBACK.

7. APPLY THE USE AND GRATIFICATION THEORY TO YOUR RESPONSES
– WHICH ARE THE MOST APPLICABLE POINTS?

8. IN WHAT WAYS DID YOUR AUDIENCE FEEDBACK ON YOUR VIDEO
ILLUSTRATE THIS MODEL IN ACTION?

9. WHAT READINGS WERE PRODUCED BY YOUR AUDIENCE THAT WERE
PREFERRED, NEGOTIATE OR OPPOSITIONAL?

10. WHAT CONCLUSIONS CAN YOU REACH?
WHAT HAVE YOU LEARNED?