Part Two- What have you learnt from audience feedback?-

The Focus Group

We gathered qualitative data in a focus group to assemble more detailed descriptions of our target demographics demands. Everyone in this group agreed with the results we gathered from the surveymonkey.com questionnaire and said that a combination of both narrative and performance would be the preferred format for our music video.

The key features for a website homepage that they acknowledged as important to them were concert dates, images of the artist and an auto play music player so that you are given a quick implication of the artist’s unique sound. This feedback heavily influenced the planning and construction of our website. Another important feature to our audience was the frequent inclusion of social media. We took this into consideration and included social media widgets and links on the website for our artist’s pages. We aimed to create a useful hub of information for those interested in the artist’s music so that they can access all that need quickly and simply.

In our focus group two people said that for music videos of the indie genre they expected a more open narrative and a series of enigma codes to build tension and evoke an emotion from spectators. The audience likes this as every listener responds differently to the emotional medium of music and interprets it in an individual way. This was a very useful piece of audience feedback and inspired us to create a theme of overcoming issues you have with yourself and any upsetting past experiences which is relatable to a mass audience especially within the young target demographic who live in constant regret of past experiences.

Members of our focus group explained to us the importance of not trying to include too much text and information on the home page and that they prefer websites that have links to specific topics on top tabs instead of trying to cram all of the information onto the homepage. This was incredibly important as we aimed to create a product that is accessible and user friendly. Another component the demographic wanted was images of the artist across the digipak and website.

Members of our focus group explained to us the importance of not trying to include too much text and information on the home page and that they prefer websites that have links to specific topics on top tabs instead of trying to cram all of the information onto the homepage. This was incredibly important as we aimed to create a product that is accessible and user friendly. Another component the demographic wanted was images of the artist across the digipak and website.

Therefore we listened to this and included three images on the digipak of our actress playing the role of Ella Rose and many photos on the website including an Instagram feed on the bottom left corner of the homepage. This helps create a stronger brand identity as members of the public become familiar with the artists appearance and are more likely to recognize the artist in live performances or collaborations with other artists.

We sat down with our focus group and asked them what would make them buy a digipak instead of purchasing music on iTunes or illegally downloading music. The feedback we received was that they feel they have value for money when they buy a digipak as they have a solid product in front of them. However others said they would prefer to download as it is quicker and takes up less space.

When we asked what qualities a digipak would need to have to make then want to purchase it everyone thought the visual aesthetic of the digipak and a unique and creative brand identity is definitely a factor that could persuade them in their thinking. In terms of breaking conventions with the digipak, the feedback from our target audience was hesitant for us to break from conventions.

When we suggested an additional disc with live concert footage they were uninterested. They also added that a busy or complicated layout on a digipak would be off putting and that they find the most simple designs most attractive. We therefore addressed this and stuck to a coherent simple theme across our products.

End of part two…