Sophie and Grace conducted focus groups and received audience feedback on their music video from multiple social media platforms to evaluate how effectively it appealed to their target demographic. Feedback indicated that aspects like varied camera angles, location shots, and filters distinguishing reality/imagination were effective. Suggested improvements included adding more shots of the romantic element and steadier camerawork. Analytics showed most viewers were from the UK and engagement was high, but could be higher in some parts. The feedback provided lessons on avoiding repetition and experimenting more with visual elements.

1. WHAT HAVE YOU LEARNED
FROM YOUR AUDIENCE
FEEDBACK?
Group Evaluation
By Sophie and Grace

2. FOCUS GROUP
We conducted a focus group prior to the final publish
of our music video to get an idea of what a sample of
our target population find to be effective about the
storyline we pitched i.e. what enticed them and what
made them unsure would work. Due to it providing us
with an in-depth insight into our audience’s response,
we decided to conduct another focus group now that it
has been completed, to see the audience’s response to
the music video and to provide feedback – both
positive and constructive.

3. FOCUS GROUP
Here is a link to our focus group video:

4. FOCUS GROUP FINDINGS:
QUESTION 1What was your favourite part of the video and why?
• When the girl disappears at the end and the filters vanish which
emphasises the difference between reality and imaginary
• When they were spinning around in the field, the shot was very
effective
• Lots of camera shots and angles of the guitar
•The fact that it was set in the countryside and the city so it didn’t get
repetitive

5. FOCUS GROUP FINDINGS:
QUESTION 2In what ways do you think our music video appeals to its target
audience and why?
• How you used both a girl and a boy as this eliminates gender bias so
everyone can relate to it
• The characters are the same age as the target audience which means
it is more relevant
• It was a combination of story and singing (narrative and conceptual)
• You covered topics that are current for the target audience e.g.
teenage love

6. FOCUS GROUP FINDINGS:
QUESTION 3What do you think we could improve on and why?
• Maybe use more shots of the boy and the girl rather than shots of
the boy in the city to emphasise the romantic element
• Try out a black and white filter to make the contrast more obvious

7. FOCUS GROUP FINDINGS:
QUESTION 4Which aspects of the editing did you find particularly effective?
• The use of time-lapse when the crowd moved around him
• The use of filters to distinguish between imagination and reality
• When the girl starts disappearing at the end
• Lots of fast cuts when the music gets fast, I liked how it matched
• I liked how it faded in and faded out to black at the beginning and
end and how the music didn’t start straight away

8. FOCUS GROUP FINDINGS:
QUESTION 5In what ways does our music video fit with the conventions of the
genre?
•The choice of mis-en-scene in terms of fashion e.g. converse,
hoodie, skinny jeans etc. fits in well with the genre
•The way in which the video represents aspects of modern society e.g.
teenage boy busking in the streets, which is a common convention
within the genre
•The use of instruments e.g. lots of shots of the acoustic guitar, is
very common within the indie/folk/alternative rock genre

9. RESEARCH INTO TARGET
AUDIENCE
Due to our target audience falling
within (roughly) the age bracket of
16-24, we did some research into
how to promote our video on a wide
scale and gather relevant feedback.
Here is some of the results we found:

10. RESEARCH INTO TARGET
AUDIENCE
This shows the net
percentage change in
use of communication
method used in 16-24
year olds (our target
audience) and how 31%
more now use Social
networks as a means of
communication

11. SOCIAL NETWORKING STATISTICS
•50% 16-24 year olds go on Facebook when they wake up
•Facebook users are 53% female, 47% male
•On average, 16-24 year olds spent just below one and a half hours
on social media everyday
•97% young people are on Facebook and 45% are on twitter
It is therefore clear from these research findings, that the majority of
people within our target audience use social networking platforms
such as Facebook and Twitter on a regular, if not daily, basis.

12. RESEARCH INTO TARGET
AUDIENCE
These statistics are hugely significant – with
over 90% of 16-24 year olds in the UK being
on social networking sites

13. SOCIAL NETWORK FEEDBACK
Therefore, we decided to use our own
Facebook accounts as a platform to reach
a large number of people – because we
also belong in the age bracket of our
target audience, all my Facebook
‘friends’ are also of this age, therefore
feedback would be relevant and useful.
I embedded the YouTube clip into a
Facebook post on my wall and asked for
feedback – both positive and constructive
to get a general view of what worked well
and what we could improve on.

14. SOCIAL NETWORK FEEDBACK
Here are all the replies we received through Facebook:

15. SOCIAL NETWORK FEEDBACK
We got conflicting opinions on the use of filters – i.e. during the imagination scenes of him
with the girl in the countryside, we decided to apply a filter by adjusting the brightness,
saturation and colour balance, and apply a blurred border. Although predominantly
positive, maybe experimenting more with how we conveyed the imagination shots would
have been useful

16. SOCIAL NETWORK FEEDBACK
We received lots of positive feedback on the shots of Jess disappearing towards the end of the
video

17. SOCIAL NETWORK FEEDBACK
One of the main positive aspects
of the music video was the wide
range of camera angles we used
– a convention we found to be
typical of professional music
videos.

18. SOCIAL NETWORK FEEDBACK
We also received positive feedback on the time-lapse
shots of Joe in the middle of the city that we created by
increasing the speed of the particular footage.

19. SOCIAL NETWORK FEEDBACK
Lots of feedback was related to
how professional the music video
looked – this is because we
closely followed professional
music video conventions with the
use of quick shots that match the
tempo, variety of different angles
from extreme close-ups of guitar
shots to long shots of him in the
field. We are very pleased that
the professionalism of the video
came across well during audience
feedback.

20. SOCIAL NETWORK FEEDBACK
Among the numerous amounts of positive comments we received – here is an example of a
constructive criticism – suggesting that because of the length of the video, it has a tendency
to become repetitive in places therefore perhaps the addition of another dimension such as
song lyrics would help to overcome this issue.

21. SOCIAL NETWORK FEEDBACK
Here is another example of a constructive criticism – some of the shots may have been slightly
shaky which will take away from the professionalism of the video, therefore (as suggested) the
use of a tripod would have worked effectively to diminish these issues. However, it was also
recognised that some of the shots such as the boy and girl spinning in the field, were
intentionally filmed to be shaky so as to create a ‘home video’ and retro style.

22. SOCIAL NETWORK FEEDBACK
We also used YouTube to gather our audience
feedback – because feedback received from our
Facebook page, although incredibly useful due
to the variety of perspectives gained from a
wide audience, was limited due to the
respondents being solely from my friends list.
Therefore, I asked for audience feedback on
YouTube – directed to the public – and received
some useful feedback.

23. SOCIAL NETWORK FEEDBACK
Here is a screenshot from where we asked members
of the public on YouTube to give some feedback for
our video

24. SOCIAL NETWORK FEEDBACK
We even managed to receive feedback from a professional photographer – Owen Lucas – who
provided us with some valuable suggestions for improvement – perhaps using a black and white
filter with grain (an idea we originally experimented with but decided against due to the majority
of the video therefore having to be in black and white to represent the artists imagination, which
when researching our genre, we found was not a convention nor was it valued when researching
our target audience using the focus group)

25. SOCIAL NETWORK FEEDBACK
Here was some further feedback we received via
YouTube – both commenting on the good choice of
location used.

26. YOUTUBE ANALYTICS
Here is an overview of the
analytics of the video and
provides a strong,
quantitative analysis of
various audience statistics
such as audience retention,
likes, comments etc.

27. YOUTUBE ANALYTICS
These statistics suggest that the
majority of viewers of the video
came from the UK, and found
the video via an external website
(59%) – probably from the
sharing of the video across
various social media platforms.

28. YOUTUBE ANALYTICS
YouTube analytics showed that
audience retention on average was
73% which was fairly good – with the
lowest point of viewing at around
2:27, suggesting perhaps areas of
improvement to try and make this
area of the video more engaging
Lowest audience
retention point

29. AUDIENCE FEEDBACK
We used our initiative and decided to
send an email to some of our fellow
classmates due to the access of the
school database with lots of people
falling within our target audience age
range.

30. AUDIENCE FEEDBACK
Here are a few of the replies we
received. Overall, an emphasis
was placed on the contrast
between locations, the use of
effects and the realisation at the
end of the video.
Here we were given a nice piece
of constructive criticism –
perhaps including more shots
of the girl and boy’s
relationship to ‘create more of
a love story’

31. CRITICISMS
Here is the general critique we received:
- Slightly repetitive due to the length of the song
- More narrative needed
- Shakiness of the camera at the beginning
- Filters could have been different

32. WHAT WE HAVE LEARNED FROM
THIS
- To avoid the video becoming repetitive due to the length of the
song, we could have added another element to the music video e.g.
another twist in the narrative, or lyrics on-screen
- More shots of the girl and the boy rather than more performance
shots of the boy
- More careful and precise use of the tripod to steady the shakiness
of the camera and further provide a professional video
- Experiment more with the different styles of filters e.g. sepia toned,
black and white, grainy etc.

33. CONCLUSION
Due to the copious amounts of audience feedback we were able to
receive through multiple social network platforms, focus group
discussions, surveys and online analytics, it has allowed us to gain a
wider knowledge of how our audience have received our product, and
useful pieces of advice which will affect our later decision making.
Overall, the majority of the feedback was positive which we were
extremely pleased about. However, when we pushed further and
asked for a few comments on what could be improved, a consistent
few criticisms were being made – making it obvious to us which
aspects of the video could have been improved.