The document discusses methods used to gather target audience feedback for a music video project, including focus groups and questionnaires. It analyzes the effectiveness of these methods and identifies areas for improvement. Specifically, focus groups provided useful insights but could have benefited from more participants with media knowledge. Questionnaires had mixed success due to some irrelevant questions and would have been better conducted digitally. Overall, the feedback informed changes to the narrative and representation, but conducting additional focus groups throughout the process may have further strengthened the project.

1. EVALUATION
WHAT HAVE YOU LEARNED FROM
AUDIENCE FEEDBACK?

2. Methods of gaining target audience
feedback:
 TARGET AUDIENCE RESEARCH – often consisted off focus groups and of detailed questionnaires.
 The questionnaires were very beneficial as we were able to gain great detail, e.g. on how our
audience consume music videos and on their opinions and attitudes towards music video’s.
 Focus groups were equally as informative, however one thing to bare in mind is that our focus
groups often consisted of our media class so they had much more advanced knowledge
therefore were able to give greater input into manipulating conventions etc.
 Social media/ private message was also a useful way of gaining target audience research
feedback as people were able to elaborate on their thoughts and feelings towards our product.

3. FOCUS GROUPS
 My partner and I conducted a focus group, in which
we told our target audience our initial ideas whilst
playing the track, e.g. locations we had imagined,
certain shots we felt matched the lyrics, and
emotions we wanted the audience to feel. These
were the questions we asked.
 As seen in the picture it was very casual and had 6
peers, 4 females and 2 males. Each individual gave a
good input, however upon reflection I wish I had
stood in order to be in more charge of the focus
group and perhaps it may have been more useful to
get more males input.

4. Questions asked in the FOCUS GROUP
1. What did you imagine for each verse? - bubbles,
piano, close ups
2. What ideas do you have for the second verse? -
parks, SRS, handheld camera
3. Do you like the use of handheld camera?
4. We're not sure on the next part, what do you guys
think? - shrek intertextuality, nostalgia VCR, links to
visual tea.
5. What do you think the song means?
6. How do you imagine their relationship?
7. Do you like the use of computer games- social
comment- capitalism- chucking money away?
8. Do you like the use of flashbacks?
9. Do you all prefer narrative music video for this music video?
10. Are you all hearing it negatively?
11. Do you like being an active audience and spotting social
comment?
12. What representations would you like to see of female and
male in music video?
13. Do you imagine black and white, colour or both?
14. Equal shots of the female and the male or more of a certain
one?
15. What outfits do you imagine them wearing?

5. FEEDBACK
Our focus group was very informative as they had oppositional readings and some stated “he is
clearly more into her than she is into him” which came to a shock to my partner and I and we
therefore had to incorporate a change of narrative in order for our music video to be appealing to
the target market.
Due to being face to face with our audience we were able to ask open question in order to gin
more information form their previous response, which aloud us to get further knowledge on their
preferences.
If we had not done this and has used a questionnaire instead we would never had gained the
knowledge we had, for example we would never have asked the question ”how do you imagine
their relationship” however we did due to their previous responses.
This feedback worked extremely well as it gave us the right guidance in order to appeal to the right
target market.

6. Evaluating questions
In total 15 questions were asked, and it tended to have each answer led on to the next question we asked
in order to gain the most information. However most questions asked tended to be about the reading of
the track and less ideas were given for the actual music video.
Some further questions I wish I had asked upon reflection would be:
• Are you sure that as an upcoming artist in the industry we want to display him as sad and emotional in
his first ever music video?
• If the artist is emotional and weak over a girl do you think the audience will start want to purchase his
merchandise?
• Do you find too many links to visuals cheesy at times?
• Do you think it would be confusing for the viewer if we have frequent changes from female with each
male?

7. Evaluating Focus Group
 It is one of my biggest regrets that upon reflection we did not conduct another focus group, after
we had begin to construct our music video. However, we did have regular informal visits from our
peers to watch the music video in order to observe our progress. However, no real feedback was
given as it was too informal. But I do feel if one had been conducted it would have been very
beneficial.
 In hindsight when reflecting on some of the questions we asked, several were very leading as we
were letting our current creative ideas at the time shine through in the questions, in which I feel
some of the focus group may have simply agreed with it just because they didn’t want to put our
ideas down.
 Another regret is not having more equal amounts of gender and a wide age range, because
despite the ta being teenagers I think a wide of people opinions would be useful.

8. TA research through QUESTIONNAIRES
This is the questionnaire we gave to our
peers to fill in.
Upon reflection it would have been less
time consuming If we had done this
process digitally e.g. through poll daddy
and analysed the data that was as it would
have been simpler and more efficient in this
digital age, and our TA audience would
probably be more likely and happier to fill it
in online rather than having to find a pen
and then find my partner and I to give the
slip back.

9. Questionnaires
These are some of the pie charts my partner
and I constructed after we gained our target
audience research.
From our pie charts, we actually did not use
the gender of each person that had filled in
the questionnaire to find anymore
information or to give us a better insight into
our TA, so it was not necessary for us to
have asked them to name their gender at
the top of the poll.

10. This question didn’t provide a very useful insight as th only
thing it really informed was that 40 -50 % was the most
popular.
However, it is difficult to measure how much of a music
video is actually the artist unless we actually counted the
seconds of the shots which include the artist.
However, again there is the question of if we only count the
seconds in which the star image is singing into camera or if
we include the shots in which the star image is acting.
Therefore this question was slightly irrelevant and not very
imformative.

11. These questions did not
enhance our creativity or
inform our planning, however
did support my partner and I
thoughts that our generation
does not buy CD’s and the
digipak ancillary task needs to
be updated to stay current in
this developing age and
subject.

12. The answers to this question was not very informative
was not very useful as the most common response
was “good music” which for a made up artist was not
really down to my partner and I to develop.
Perhaps this question was not as useful due to the
wording of the question:
“When a new artist is coming into the industry, what
do you think is crucial they have to do?”
Perhaps if the question was worded, ”what is the best
way for a new artist to reach you?” it may have been
more informative.

13. However if we has asked the question
“what is the best way for an artist to
reach you?” it may have over lapped
with this question and the answers
would have been similar to this with
just “radio” as an answer too.
This answer was not very useful
however just supported our
confidence that youtube is a useful
platform to promote a new artist.

14. Stereoptypically the colours and mood associated
with pop acoustic are more dull and appeal older
people so we wanted this to be a change and
appeal to a modern younger audience and out TA
research helped to do this.
I think one of the problems with this question is
that examples are given after the question and
upon reflection “dull” was not a good example to
give.

15. Evaluating Questionnaires
As it was easier for us to print a large amount of the questionnaires off and hand it to our
media class as well as other peers around and in the common room, we was able to get a
large amount of responses.
However, when It came to the actual feedback gained, some were not as useful due to some
peers who do not take media A level not having the basic media knowledge we require in
order to have an effective input.
Therefore elements of questionnaires were not as useful, despite me and my partner trying
to put the questions into a simple format for non media students to understand.

16. Why use target audience feedback?
 We used target audience feedback so that our music video and ancillaries would successfully
target the correct audience and wanted to ensure our music video would appeal to both
genders, therefore our music video has many oppositional readings and there is no clear “villain”
therefore is not bias to any particular gender.
 Also with our genre being pop acoustic our color scheme and house style is already neutral
however with the audience feedback made sure to incorporate bold neutral colours such as dark
blue so it is eye catching yet appealing to all.
 In general, upon reflection our TA research was useful and gave us some good ideas into how to
create the music video and how to display the artsist on ancillary tasks.

17. Things we would change…
If we were to conduct TA research again or if I was to inform future students on what to do I
would give these tips.
Focus groups are brilliant ways of getting insights of TA research and conduct as many as you can,
e.g when..
1. you’re first gathering ideas on the track you’ve chosen
2. second one when you’ve created your story boards and before you start shooting
3. third after your rough cut to gain an insight on any editing techniques they recommend
4. your final version of the video is on youtube.
As at all these stages this is where it is most necessary and most informative and will truly enhance your
creativity. However, as mentioned earlier it is important that the focus group has a good insight of media
knowledge to provide you with the best ideas, so it is best you stick with your media class.

18. Things we would change…
Another thing I would change is ensuring I got more males to participate in our focus groups and to fill in
our questionnaires, since our new artist is a male too.
Another thing would to make the most of social media, and ask for responses and opinions from family and
friends on social media to give you a good insight as this would be very useful and quick. This would be a
useful method when for example choosing a brand logo.
Handing an receiving filled in questionnaires was a very time consuming process so in hindsight I would
definitely recommend using poll daddy or some sort of online version to send to peers instead.
Another final thing I would change is to take more time in choosing the wording of the questions as some
can be very misleading and confuse the TA and lead to irrelevant uninformative responses.