EVALUATION QUESTION 3

What have you learned from your audience feedback

I used a pre-production questionnaire and a post-production questionnaire for audience feedback so I could learn from them.

Pre- production audience research

◦ I created my pre-production questionnaire using sogo survey including both open, probe and close-ended questions in order to receive quantitative and qualitative feedback. From this questionnaire, the qualitative data was gained through the open-ended questions and provided me with rich and meaningful data of what my target audience like within a music video and thus I could cater for their tastes. The quantitative data was received through close-ended questions and allowed me to gather information about who my target audience were. The probe questions were extremely useful in terms of getting the most from my audience as it provided me with detailed responses.

◦ I also avoided asking leading questions in order to prevent my results from being distorted as they would only reflect what I want my audience to respond rather than their true thoughts. Therefore, I didn’t use leading questions in order to obtain validity.

◦ I sent my survey link via Facebook, which I learnt was a great social networking site for this purpose as I could gather data from a large amount of people and it would be anonymous.

Closed questions used to find out my target audience

Findings

10-15 years 16-25 years 25-34 years 34+05

1015202530

How old are you?

How old are you?

From my quantitative data I discovered that my target audience were predominantly female and aged between 16 and 25. Therefore, I had to consider their tastes.

Close ended question used to find out genre of preference

Findings: genre of preference

pop indie/alternative Electronic House Jazz Rap R n B 0

2

4

6

8

10

12

Rank these genres in order of perference

Rank these genres in order of perference

I learnt that my target audience’s preferred genres were between indie, pop and electronic music. There were individuals who preferred R n B, house or jazz but I decided to cater for the majority. Therefore, I chose a song which had a hybrid genre of pop, indie and electronic by choosing the Bag Raiders remix version of the song ‘Silence’.

Why question 3 was a closed question? ◦I made this a close-ended question to give my audience a limited set of choices. This is because I wanted to select my preferred genres and then allow my audience pick between those options. I didn’t put genres such as rock as I didn’t feel motivated to produce a music video for it as I felt like I didn’t have the resources or the right people to do it. Therefore, I selected the genres that I felt could make the most out of my ability so whatever genre my audience most preferred, I would be comfortable and confident in making a music video for that genre.

Close ended questions to find who would produce the most valuable responses

Findings

I found that people who enjoyed watching music videos and watched them often were the most significant in terms of providing with lengthier information and helping me construct my plan. Therefore, I paid more attention on data provided by these people based on the assumption that they would be more knowledgeable about music videos, having had more experience with watching them.

Often Sometimes Never 0

5

10

15

20

25

How often do you watch music videos

How often do you watch music videos

Closed question to find out what pace my target audience prefer

Question 6: Do you prefer music videos to be fast paced, slow paced or both?◦Fast paced ◦Slow paced ◦Both

Findings

For question 6 most people selected ‘both’. Therefore, I selected a song which has fast beats and slow beats. Therefore, my final music video showed fast paced and slow paced editing to match the music on the beat. The beginning of my video starts with a series of fast montage shots and as it progresses and gets more emotional the cuts get slower to emphasise more emotion.

Open ended and probe question to find out what features my audience like within music videos

Question 7: Name a music video you really liked and state reasons why.

Findings: The data for question 7 led me to find what captivates my audience’s attention and makes a music video worthy to watch. The main reasons my audience favoured a specific music video was due to the meaningful message, captivating storyline, many different happenings and interesting locations.

Close ended question to find whether my audience prefer a male or female artist

Question 8: Do you prefer to watch a male or female performer

◦Male

◦Female

◦No preference

Male Female No preference 0

5

10

15

20

25

30

Series 1

Series 1

My audience didn’t show a strong trend in terms of preference over a male or female artist. However, 2 individuals picked the female artist option, which showed me that some people do indeed have a preference. I chose a female as artist for my music video in order to cater for everyone's tastes.

Open ended question to find out which locations my target audience find interesting

Question 9: what locations do you think are interesting for a music video? Findings: The feedback allowed me to discover what kind of locations I can use. Studios Parks Parties Street locations Camden areas- graffiti walls

Few people mentioned the use of a studio. However, I found that this is quite mainstream and I wanted to find a range of interesting locations. Additionally, once I came up with my idea of having an isolated girl, I wanted to create realism and avoid artificial settings. Therefore, I decided to do some further research street locations and Camden areas, which is what some people mentioned in the survey. This could reflect mundane everyday life as they’re natural settings. I also used alternate ideas which is didn’t gain from my survey such as the use of a beach, bath and a city-like atmosphere like Southbank to make the music video real to Britain as The Ting Tings are a British band.

Post production questionnaire- I created this after making my music video to gain audience feedback and learnt if I catered for my audiences tastes

◦The first two questions I asked where close-ended questions asking about age and gender to find out if my target audience have stayed the same from my pre-production questionnaire.

◦I found that my target audience were still mostly females but not by a significant amount and were aged mostly between 16-25.

Close ended question

I asked question 3 to receive data on whether my target audience understood the key ideas within my music video or if it was unclear.

Findings:Everyone who answered the survey selected isolation and a lack of voice as a theme. The other two most common choices were bullying and depression. Therefore, I feel I have been successful in translating my main themes to the audience.

I asked this question discover whether my target audience understood the overall story I was trying to convey in my music video, I asked ‘what was your interpretation of the narrative in the music video?’ Findings: peoples interpretations

Findings: peoples interpretations continued

Conclusions drawn◦ From my data, I gathered that everyone understood the narration of the music video. The

responses on the previous slides all reflect an understanding of the key themes of my music video of isolation, bullying and a lack of voice, which is an indicator that my audience understood the story. Most of the people mentioned the suffering of the girl in society, which is exactly the story I aimed to convey.

◦ However, I learnt from my audience feedback that although everyone may have a shared consensus of the music video as a whole, there are few different interpretations. This taught me that everyone has a ‘preferred reading’.

◦ For example, when creating the video, I intended the scene below to be a bullying scene and most people that took part in the questionnaire mentioned this bullying scene. However, an individual had a different ‘preferred reading’ that this was a mugging incident which left the girl traumatized. With this ‘preferred reading’ this girl still understood the key idea of the music video, which is the girl’s lack of ‘place in society’.

Close ended question to find if my visuals matched the song

Findings:

My data has concluded that people felt the lyrics and the beat of the song matched with my music video style.

Conclusions drawn:

My editing style, camera shots and mise-en-scene were proved to connect with the music.

Open ended questions- to find out what my audience thought about the micro elements within my music video.

Findings: question 6- camera-work, editing and lighting

Conclusions drawn◦ What I learnt from the data gathered from this question, is that there are a few

very identifiable sections within my music video that caught the attention of many. Therefore, I feel like part of the success of my music video was through creating such memorable sections that people were able to refer back to.

Question 7 findings: actors, dancers, locations

Conclusions drawn◦ Although, I got mainly positive feedback. I also learnt that there would be

individual differences in terms of understanding. Most people found the link between the dancers and the themes of my music video and found it effective and crucial in the narrative development. However, an individual mentioned that they didn’t understand the purpose of the dancers.

Open question to gain critiques for my work

Although some people were being critical I felt like this was crucial in order to learn about aspects I could improve on. Therefore, getting external perspectives from many different people proved to be useful as they found aspects that could be improved on which I missed. I learnt the most from this last question as I found a way to enhance my production through audience feedback.

Findings: improvements

Most people suggested no improvements. However, the people who suggested improvements mainly said that the edits could be smoother in some sections and less jumpy. Only one person mentioned that they couldn’t find the link between the dancers and the song.

Open question- to find out how successful my music video was overall, weighing up the good aspects with the improvements.

Findings: some responses

Conclusions drawn

◦I added up all my scores and divided it by the number of people to get an average for all the scores. My average calculated to a score of 8.7, which is above average and therefore I feel like I have been successful in appealing to my target audience.

What I learnt from my target audience and how I used their feedback to improve my work?

◦ Some people mentioned how my editing was sometimes rough and very sudden. Therefore, I aimed to improve my editing in some sections of my music video that were perhaps jumpy. For example, added a cross dissolve in between the shots below to create a smoother cut.

Cross dissolve

How I would further improve my piece? ◦During the process of editing I would get non-media students to come to the editing suite to show them few rough cuts and clips to find out if they understood it and whether they thought it fitted well with the music. Therefore, I would get an idea of what worked well and what didn’t at an early stage so that I could make appropriate changes.

◦I would gather a larger sample for my post-production questionnaire.

◦Add a shot with the artists mascara smudging to enhance the theme of depression.

◦Make the shot of people rushing past less repetitive.

Learnt about the pros and cons of using an online questionnaire ◦ The advantages of using my online questionnaire:

More honest- participants filling in online surveys usually feel safe in the anonymous setting and thus are more likely to open up and give a more truthful response.

Time efficient-An online questionnaire meant that there was no time pressure and so individuals could take time to think about each question.

Data is quick to analyse Faster- it is quicker to fill out an online questionnaire than a hand-out. I asked a series of closed and open questions in order to get quantitative and qualitative data. In particular, I learnt that the open questions

were the most useful in terms of gathering rich and meaningful data which represents what my target audience feels about my music video.

◦ Disadvantages of using my online questionnaire

Survey runs a risk of certain type of errors because if an individual doesn’t understand a question they cannot ask for help. This was evident in a few cases in my questionnaire.

Additionally, in an online survey certain words and concepts can be interpreted differently by respondents.

Respondents may not be fully aware of their reasons for a particular answer due to boredom or other factors. This was particular evident in my questionnaire results, whereby some answers weren’t developed and explained fully.

Limited sampling- the survey is online and therefore people will not feel forced to answer it. Therefore, they may be lower response rates than if I handed out my questionnaire to people around school and waited for them to complete it.