The document summarizes feedback received on a video project. Key learnings include: 1) More daytime footage of London would have improved the visuals, but required extra filming time; 2) Time lapses representing busy city life were well-received, but could have been faster with longer filming; 3) Mixing classical and ambient music styles confused some viewers; 4) More effects could have made the video more engaging within the minimalist style. Overall, audiences responded positively to challenging conventions, and feedback provided ideas on technical improvements and connecting ancillary materials more closely.

1. EVALUATION QUESTION 3
What have you learnt from the audience feed back?

2. Daytime clips
A few members from our focus group said that they would
have liked to of seen more daytime clips of London. I agree
that it would be more visually appealing if we had
incorporated more day time clips, however, the only way
we could have done this (and make it look professional)
would be by adding more night time clips and making the
timings of the all clips in the video, shorter. This is something I
would have love to have done and would of definitely
been worth another days filming. Although, I very much
agree with this critique, I fear that if we would have had
more clips they would end up looking very similar to the
ones we already had.

3. Time Lapse
We received many compliments about the use of time
lapse. One of the members from the focus group said “it
represented London well”, as it reminded her of the “ busy
streets and everyday life in London”. Although it was very
satisfying to gain good feedback from this feature I feel the
audience didn’t understand the depth behind using it. The
intention of the time lapses were to show a passing of time
and that there are so many people in this world. It shows
how we are all connected. One thing my partner and I
strongly agreed on is that we would have liked the clips to
have been sped up more but to have done this we would
have had to filmed for longer, meaning we would have to
of had an extra days filming. This would have been an issue
as we both had other commitments and it would be unlikely
that we would be able to afford it.

4. Vivaldi
My partner and I received mixed feedback in the focus group
about the incorporation of the Vivaldi- Four Seasons track used
at the beginning of the video. Some said they felt it was a
clever, creative and unique idea. A few stated that it felt like a
“London experience” which was the reaction we were hoping
for.
“I thought it was going to be an advert highlighting iconic parts
of London and it was pleasantly surprising to find it was a music
video.” – Social network user.
Others felt that it “didn’t fit” with the Alt-J track that was used
and it was odd that we had used a classical track merged with
an ambient track. I understand that it may cause confusion of
the genre but as my partner and I wanted to challenge
conventions, I feel it fits really well. We wanted to show a
London experience and I think using the Vivaldi track helped
convey this.

5. Effects
A few members of the focus group said that we could of
used more effects to add diversity to the video. An example
used was reserving the direction of the London Eye. Another
was changing the colour of the sky, which although I don’t
like the idea of (as I feel it would have looked amateur), it
would have connected more with the ancillary tasks. I
agree that using more effects would have made the video
more visually stimulating but for the minimalistic house style, I
find what we have already used is fitting. My partner and I
both agree that we would have liked to have added more
slow motion clips into the slower/ quieter parts of the track.

6. Ancillary tasks
We received a lot of positive feedback regarding the image we used for
our poster and digipak. Mostly that it was really well edited. A member
from the focus group said they really liked the colours used and the
composition of the trees. Another said that they love that the picture was
surreal yet still calming. This was great to hear as it was what my partner
and I intended. From the feedback of our ancillary tasks we learnt that our
poster and digipak were effective for promoting Alt-J as they attracted
people that aren’t necessarily fans of the genre. The bold design is what
captured their attention and I feel that there isn’t anything major we
could improve.
Some critique we received was in relation to the link between the ancillary
tasks and the video, but others understood that many artists wouldn’t
have very similar links between their products. I personally wouldn’t
change the poster or digipak to fit with the video as the underlying
connections between them are strong. Another member of the focus said
the font used (Haettenschweiler) wasn’t clear enough, which I
agree with to an extent. I think we could have picked another font such
as Arial Rounded MT Bold, which also gives the futuristic impression.

7. Overall
From the audience feedback I learnt that the majority of the focus
group felt positive about our idea. Many liked the fact that we chose
to challenge conventions and they said that it was refreshing to seem
something new and different.
I also gained a lot of knowledge of how we could improve our main
task and media texts, such as:
- Trying out different effects.
- Filming the clips for longer so the time lapses could be faster.
- Adding more clips to the video (especially daytime clips)
- Using a different (more readable) font across all platforms.