The document discusses the importance of gathering audience feedback and how the student used various methods like surveys, interviews, and focus groups with professionals and their target audience to inform the design of their promotional media package for a rock band. The feedback helped them understand what would appeal to their primary target audience of males aged 16-25 who listen to rock music. They incorporated this feedback throughout the development and construction of their music video, website, and other ancillary products to make sure it aligned with their target audience's preferences.