Sauzanne created a questionnaire to gather feedback on a music video they produced for their target audience of females aged 16-25. They received responses from 10 individuals and asked open-ended and closed-ended questions. Most respondents felt the narrative, camerawork, editing, mise-en-scene, and overall appearance conformed to conventions of the indie folk genre. However, some noted it could have included more fast-paced scenes or a black-and-white filter to represent negativity. Sauzanne learned they fulfilled expectations for most but three respondents had additional feedback that will help market to a wider audience.

1. Question 3 - What have
you learned from your
audience feedback?
Sauzanne Micael

2. Target Audience Response
Questionnaire on Music Video
It is important to take into consideration what our potential
demographic audience as well as the general publics opinions
and thoughts of our media product as we get a better
understanding of what media people enjoy consuming and how
we could produce a piece of work that would appeal to them.

3. After presenting my music
video to 10 individuals, I
created a questionnaire that
would address their thoughts
and opinions on my main
product. This self complete
questionnaire included both
open ended and closed ended
questions to delve into in-
depth detail as to why they
thought certain things about
my construction. Using the
snowball sampling technique, I
had asked a group of
individuals to complete the
questionnaire. Ultimately using
this to gather feedback on how
my media product was
perceived.
Target Audience Response Questionnaire on
Music Video

4. What gender are
you?
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Male Female
Although I established our target audience
was mainly females, it was important to
consider the larger amount of consumers we
would have if the music video was not so
gender specific. This allowed us to see how
either genre was impacted by our media
product. Though, staying true to the
demographic we were initially aiming for, it
made more sense to have slightly more
females responding to the questionnaire.
How old are you?
By asking this question, I would be able to
identify how many people from my desired
target audience range group from 16 – 25 would
be sharing their opinion in this questionnaire. It
is unrealistic to assume only this age range
would consume our media products therefore
understanding the views of others in a similar
age group enables me to find out what a
general audiences ideas and opinions.
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0.5
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1.5
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2.5
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3.5
14 - 17 18 - 21 22 - 25 26 - 29 30 - 33 34 - 40 41+

5. Do you think that the narrative of our music video conforms to
the conventions of the hybrid genre, indie folk?
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10
Yes No
From those asked, nine out of the ten
responded that the narrative based
nature of the music video was
conventional to genre of of indie folk.
This is really good as it represents the
public viewing the media product as a
realistic idea of a music video within
this industry. Essentially, this also
portrays how effective our research
into music videos of the indie folk
genre as we were able to significantly
break down a music video and
retrieve certain aspects that we
noticed were successfully features
and interpret that in our own product
by either using, developing or
challenging the convention.

6. When asked why?
For all the questions asked, we made sure those completing the questionnaire had the
ability to share their opinion and to provide a reason behind their thoughts.
One particular individual stated that they agreed by circling yes, and this was because they
recognised an arrangement of natural locations. As seen in the music video we included the
settings of a park, a cloudy sky and also some well known locations such as Oxford Street. This
meant this particular aspect was picked up on by our audience which was our aim. In general,
natural settings strongly link to indie folk music as it represents the connotation of the calming
atmosphere as a result of the acoustic instruments used. However one individual believed the
music video was unsuccessful in portraying a conventional product and explained this was
because there was a lack of conceptual symbolism. Although this may be accurate, my research
did not actually identify this as an actual convention and more so a general choice of style
according to the music artist amongst various genres.

7. Do you think that we have used appropriate camera
shots/angles/composition/movement that are conventional to
the indie folk?
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10
12
Yes No
Ultimately, we used a range of
camera shots/angles/composition
and movements throughout the
pre-production and production
phases. Specifically, finding close-
up shots and wide angle shots as
particularly repetitive within music
videos within this genre. The results
of this were much desired with all
ten of those filling out the
questionnaire understanding the
need for particular camera
techniques. This data represents
that we managed to achieve the
appearance of a music video within
this genre.

8. When asked why?
As the information of this question showed ten out of the ten people being asked
agreeing the camera techniques used were conventional, a range of reasons were
given as to why they thought this was so. One female aged between 18 – 21 stated
this was because the genre she recognised most music videos within this range use
camera shots and movement that allows audiences to pick up on details to grasp the
concept of the narrative. She also used the example of the close up shots of the phone
ringing with the ‘DO NOT ANSWER’ calling the protagonist. This response is very
beneficial as it helps me understand that our potential target audience was able to
pick up on intentional minute details.

9. Is the pace of the editing appropriate
for the indie folk genre?
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9
Yes No
Eight of the ten people asked felt the editing of
the music video was appropriate for this
particular hybrid genre, leaving two stating it is
not appropriate. Even though the results of this
question show an overall status positive
feedback, it is still important to identify why
people though this music video was not edited
appropriately.
When
asked
why?
One of the males aged 26 – 29 circled no as they felt there was a lack of
fast paced scenes, whereas the other male aged between 30 – 34 felt as
though there could have been a black and white layer or filter as the
issue of the pressures young people feel are negative and therefore
should be represented in a negative light. Taking these responses in
consideration, we could have in-cooperated more fast paced scenes of a
skyline although we did feature a fast paced edit of a time lapse to make
it appear as though people were rushing past the girl. Also, we decided
to go against the black and white filter effect so we the natural locations
previously stated would remain natural and appear bright, juxtaposing
the girls storyline of drug use and other pressures.

10. Do you think that the mise-en-scene e.g. location,
props etc. was conventional of a music video in the
indie folk genre?
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10
Yes No
Only one person thought the mise-en-
scene was unconventional. Again, this
questions results shows a great deal of
achievement as the majority of those
asked thought the effort we put into the
costumes of the ballet studio, the
protagonists make up and the set up of
the bedroom scene such as the drugs and
alcohol set up.
When
asked
why?
Two females, one belonging to the 14 – 17 age range and the other 18
– 21 both stated the reason they agreed the mise-en-scene was
conventional to indie folk music videos was because they mise-en-
scene contributed heavily to the narrative being told. For instance, they
picked up on the ballet studio and the ballet costume being cohesive.
This was an excellent response as it suggests the ideas we came up with
as a group was perceived well. Additional, another individual argued
the lighting was manipulated well to fit different parts of the narrative.
We designed this so it was more bright in areas where the protagonist
was comfortable (i.e. all dance scenes) and less bright at her lowest
points.

11. Have we fulfilled your expectation of what a music video within
indie folk genre should appear like?
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8
Yes No
It was very important that the
majority of those asked this question
would agree, as this question
ultimately asks the direct question on
whether they felt this looked like an
actual product within the genre.
Overall, seven of the ten asked circled
the ‘yes’ option, meaning they would
consider this media creation effective
as an indie folk music video. This data
proves to be very good as this small
sampling group may represent a large
sized audience meaning we would be
able to advertise to a wide
demographic and have people from a
range of backgrounds, classes etc.
being aware that what they’re
consuming is a indie folk music video.

12. When asked why?
Understanding why the three people
that didn’t identify our music video
as belonging to this genre was
crucial as it meant we could alter or
market our product in a way that can
be of interest to more people.
No.1 – The first male aged
between 30 – 34 felt the music was
not conceptual enough and felt the
message of the music video was to
negative.
 We decided to challenge
making a music video with a
happier motif so we could
portray a realistic example of
what young people face day to
day without sugar-coating the
harsh truth. To compensate we
use the design of the ancillary
products as more bright.
No.2 – A female aged between 14
– 17 [was not] ‘100% sure what
videos within this genre look like’.
 This is not necessarily an
undesired reaction to our media
product as we can market our
product differently so it reaches
audiences that are not entirely
sure of how this genre appears.
The indie folk genre is relatively
new, so being apart of a genre
that still has mobility in setting
new/unique conventions is
beneficial.
No.3 – One male between the age of 22-
25 recognised the music video as being to
over representative and felt music videos
within this genre are not often racially
diverse.
 We thought it’d be more appealing to
include more diverse characters,
challenging this convention reflecting
the music video set in London, UK, one
of the most diverse cities in the world.
Also, the issues raised effect all youth ,
not just one particular type of person.
Even though we did ensure our main
protagonist being a Caucasian female,
more conventional to the genre.

13. Questionnaire on
Ancillary Products
We decided to ask ten people aged between 16 – 25, with an
equal five being males and five females. This was essential as we
were more specific with the information we would received as
we solely would received results from who we decided would be
our target demographic. These questions were designed to find
out data about our other ancillary creations.

14. This particular example of a questionnaire filled
out would give us an in-depth insight of what our
potential consumer thought of both the poster
advertisement and digipak. In a rating from one –
five, five being the best. This female aged 22 used
4s and 5s in her assessment of the digipak and
poster ad when it came to our design element (4)
and our choice of theme (5). She also expressed
both our digipak and poster were eye catching.
This is excellent as it means it will stand out
amongst other products in the same field.
Fundamentally, it also means our work looked like
a real product. It was important to ask what we
could improve, with this female stating the use of
another colour on our poster and digipak besides
the light pink colour used. We decided to stick with
one particular colour as it would interpret well
amongst other ancillary creations enabling us to
create a brand identity. Lastly, when asked if a
sense of brand identity was picked up on, our
target audience member stated the ‘font’ was a
good indication of the brand identity as it linked
both the digipak and poster being apart of the
same promotional package. This was one of our
initial aims in the pre-production phase as a good
overall package is easier to sell as a whole rather
than just a music video or poster.

15. I decided to analyse the response, opposite
to the previous observation of the
questionnaire results of the female aged 22,
thus selecting a younger males perspective,
aged 18. The general response across the
questionnaire was neutral with the male
using mostly 3s when it came to whether the
design and theme of the digipak and poster.
Although in this occasion, the male felt the
Digipak particularly was not eye catching.
When asked how we could improve both
media products, the males responded we
should ‘make it more appealing to males
[with] use of colour’. The theme of our
digipak and poster is mostly a subtle pink
colour, ultimately developed to contradict
the narrative of the storyline, with the binary
oppositions spurring conversations amongst
audiences. Even though the male did not
pick up on this convention, he did however
associate the media products as forming a
brand identity as he recognised the theme
stated above as matching.

16. Ten individuals, aged 16-25, were given a questionnaire using a stratified sampling technique were instructed to
observe the music video we produced and presented them with both media products (digipak and poster).
The results of this questions suggests that our target
audience responds well to our poster advertisement
and digipak supporting the effectiveness of the
combination as nine of the ten asked ticked ‘yes’.
This could ultimately asks whether we managed to
portray the brand identity that we were hoping to
achieve. The results were much desired as all ten
people agreed, the music video, poster ad and
digipak were all coherent to each other. The 100%
success rate means our target audience will be able
to recognise the products belong together.
The main purpose of most albums and music related
media products is with the aim they sell to increase
revenue and gain profit. So this question gets to
straight to the point in measuring how profitable this
entire creation would be. Eight out of ten people
state they would buy the album after seeing the
marketing tools attached to the promotional
package. This is a really good outcome, proving our
work was essentially successful.

17. Social Media
Over the years, social media has played a huge role and
platform in showcasing the newest endeavours revealed,
initiated by artists themselves. This allows them to share
what they have been creating first hand to the world. This
was a good opportunity to ask people online and the general
public on popular social media websites on what they
thought of our ancillary products.

18. Facebook
One of the responders
actually believed the
album digipak was an
existing product which
reflects the conventional
characteristics of the
digipak design.
This individual recognised
the link between the
themes we tried to
implicate such as the
connotations of the word
‘YOUTH’ and the
connotations of the light
pink layer, and lastly the
young ballerina tying in
with the name of the
musical band.
Thisindividual felt the
font was slightly stiff in
comparison to the
delicate nature of the
overall motif. This was
made to be this way to
represent the
harshness of the
narrative with what
the young girl is going
through in the
storyline. Also, the stiff
nature makes it stand
out over the light
background.

19. Instagram
Both these comments shows our
media products are perceived well by
the public; once again showing our
creation would do well as if though it
was real.
As another person has mentioned the
font being unsuitable, we have
ultimately acknowledged the font but
feel do to the reasons stated before, it
fits for this particular design.
This faded technique was adopted to
personify the dizziness the protagonist
in our media products experiences in
her use of drugs, which we could
slightly reduce.