Question 3 - What have you learned from your

audience feedback?

Sauzanne Micael

Target Audience Response Questionnaire on Music Video

It is important to take into consideration what our potentialdemographic audience as well as the general publics opinionsand thoughts of our media product as we get a betterunderstanding of what media people enjoy consuming and howwe could produce a piece of work that would appeal to them.

After presenting my musicvideo to 10 individuals, Icreated a questionnaire thatwould address their thoughtsand opinions on my mainproduct. This self completequestionnaire included bothopen ended and closed endedquestions to delve into in-depth detail as to why theythought certain things aboutmy construction. Using thesnowball sampling technique, Ihad asked a group ofindividuals to complete thequestionnaire. Ultimately usingthis to gather feedback on howmy media product wasperceived.

Target Audience Response Questionnaire on Music Video

What gender are you?

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Although I established our target audiencewas mainly females, it was important toconsider the larger amount of consumers wewould have if the music video was not sogender specific. This allowed us to see howeither genre was impacted by our mediaproduct. Though, staying true to thedemographic we were initially aiming for, itmade more sense to have slightly morefemales responding to the questionnaire.

How old are you?

By asking this question, I would be able toidentify how many people from my desiredtarget audience range group from 16 – 25 wouldbe sharing their opinion in this questionnaire. Itis unrealistic to assume only this age rangewould consume our media products thereforeunderstanding the views of others in a similarage group enables me to find out what ageneral audiences ideas and opinions.

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Do you think that the narrative of our music video conforms to the conventions of the hybrid genre, indie folk?

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From those asked, nine out of the tenresponded that the narrative basednature of the music video wasconventional to genre of of indie folk.This is really good as it represents thepublic viewing the media product as arealistic idea of a music video withinthis industry. Essentially, this alsoportrays how effective our researchinto music videos of the indie folkgenre as we were able to significantlybreak down a music video andretrieve certain aspects that wenoticed were successfully featuresand interpret that in our own productby either using, developing orchallenging the convention.

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 theyrecognised an arrangement of natural locations. As seen in the music video we included thesettings of a park, a cloudy sky and also some well known locations such as Oxford Street. Thismeant 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 calmingatmosphere as a result of the acoustic instruments used. However one individual believed themusic video was unsuccessful in portraying a conventional product and explained this wasbecause there was a lack of conceptual symbolism. Although this may be accurate, my researchdid not actually identify this as an actual convention and more so a general choice of styleaccording to the music artist amongst various genres.

Do you think that we have used appropriate camera shots/angles/composition/movement that are conventional to

the indie folk?

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Ultimately, we used a range ofcamera shots/angles/compositionand movements throughout thepre-production and productionphases. Specifically, finding close-up shots and wide angle shots asparticularly repetitive within musicvideos within this genre. The resultsof this were much desired with allten of those filling out thequestionnaire understanding theneed for particular cameratechniques. This data representsthat we managed to achieve theappearance of a music video withinthis genre.

When asked why?

As the information of this question showed ten out of the ten people being askedagreeing the camera techniques used were conventional, a range of reasons weregiven as to why they thought this was so. One female aged between 18 – 21 statedthis was because the genre she recognised most music videos within this range usecamera shots and movement that allows audiences to pick up on details to grasp theconcept of the narrative. She also used the example of the close up shots of the phoneringing with the ‘DO NOT ANSWER’ calling the protagonist. This response is verybeneficial as it helps me understand that our potential target audience was able topick up on intentional minute details.

Is the pace of the editing appropriate for the indie folk genre?

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Eight of the ten people asked felt the editing ofthe music video was appropriate for thisparticular hybrid genre, leaving two stating it isnot appropriate. Even though the results of thisquestion show an overall status positivefeedback, it is still important to identify whypeople though this music video was not editedappropriately.

When asked why?

One of the males aged 26 – 29 circled no as they felt there was a lack offast paced scenes, whereas the other male aged between 30 – 34 felt asthough there could have been a black and white layer or filter as theissue of the pressures young people feel are negative and thereforeshould be represented in a negative light. Taking these responses inconsideration, we could have in-cooperated more fast paced scenes of askyline although we did feature a fast paced edit of a time lapse to makeit appear as though people were rushing past the girl. Also, we decidedto go against the black and white filter effect so we the natural locationspreviously stated would remain natural and appear bright, juxtaposingthe girls storyline of drug use and other pressures.

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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Only one person thought the mise-en-scene was unconventional. Again, thisquestions results shows a great deal ofachievement as the majority of thoseasked thought the effort we put into thecostumes of the ballet studio, theprotagonists make up and the set up ofthe bedroom scene such as the drugs andalcohol 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 wasconventional to indie folk music videos was because they mise-en-scene contributed heavily to the narrative being told. For instance, theypicked up on the ballet studio and the ballet costume being cohesive.This was an excellent response as it suggests the ideas we came up withas a group was perceived well. Additional, another individual arguedthe lighting was manipulated well to fit different parts of the narrative.We designed this so it was more bright in areas where the protagonistwas comfortable (i.e. all dance scenes) and less bright at her lowestpoints.

Have we fulfilled your expectation of what a music video within indie folk genre should appear like?

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It was very important that themajority of those asked this questionwould agree, as this questionultimately asks the direct question onwhether they felt this looked like anactual product within the genre.Overall, seven of the ten asked circledthe ‘yes’ option, meaning they wouldconsider this media creation effectiveas an indie folk music video. This dataproves to be very good as this smallsampling group may represent a largesized audience meaning we would beable to advertise to a widedemographic and have people from arange of backgrounds, classes etc.being aware that what they’reconsuming is a indie folk music video.

When asked why?

Understanding why the three peoplethat didn’t identify our music videoas belonging to this genre wascrucial as it meant we could alter ormarket our product in a way that canbe of interest to more people.

No.1 – The first male agedbetween 30 – 34 felt the music wasnot conceptual enough and felt themessage of the music video was tonegative. We decided to challenge

making a music video with ahappier motif so we couldportray a realistic example ofwhat young people face day today without sugar-coating theharsh truth. To compensate weuse the design of the ancillaryproducts as more bright.

No.2 – A female aged between 14

– 17 [was not] ‘100% sure whatvideos within this genre look like’. This is not necessarily an

undesired reaction to our mediaproduct as we can market ourproduct differently so it reachesaudiences that are not entirelysure of how this genre appears.The indie folk genre is relativelynew, so being apart of a genrethat still has mobility in settingnew/unique conventions isbeneficial.

No.3 – One male between the age of 22-

25 recognised the music video as being toover representative and felt music videoswithin this genre are not often raciallydiverse. We thought it’d be more appealing to

include more diverse characters,challenging this convention reflectingthe music video set in London, UK, oneof 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 mainprotagonist being a Caucasian female,more conventional to the genre.

Target Audience Response Questionnaire on Music Video

Target Audience Response Questionnaire on Music Video

Questionnaire on Ancillary Products

We decided to ask ten people aged between 16 – 25, with anequal five being males and five females. This was essential as wewere more specific with the information we would received aswe solely would received results from who we decided would beour target demographic. These questions were designed to findout data about our other ancillary creations.

This particular example of a questionnaire filledout would give us an in-depth insight of what ourpotential consumer thought of both the posteradvertisement and digipak. In a rating from one –five, five being the best. This female aged 22 used4s and 5s in her assessment of the digipak andposter ad when it came to our design element (4)and our choice of theme (5). She also expressedboth our digipak and poster were eye catching.This is excellent as it means it will stand outamongst other products in the same field.Fundamentally, it also means our work looked likea real product. It was important to ask what wecould improve, with this female stating the use ofanother colour on our poster and digipak besidesthe light pink colour used. We decided to stick withone particular colour as it would interpret wellamongst other ancillary creations enabling us tocreate a brand identity. Lastly, when asked if asense of brand identity was picked up on, ourtarget audience member stated the ‘font’ was agood indication of the brand identity as it linkedboth the digipak and poster being apart of thesame promotional package. This was one of ourinitial aims in the pre-production phase as a goodoverall package is easier to sell as a whole ratherthan just a music video or poster.

I decided to analyse the response, oppositeto the previous observation of thequestionnaire results of the female aged 22,thus selecting a younger males perspective,aged 18. The general response across thequestionnaire was neutral with the maleusing mostly 3s when it came to whether thedesign and theme of the digipak and poster.Although in this occasion, the male felt theDigipak particularly was not eye catching.When asked how we could improve bothmedia products, the males responded weshould ‘make it more appealing to males[with] use of colour’. The theme of ourdigipak and poster is mostly a subtle pinkcolour, ultimately developed to contradictthe narrative of the storyline, with the binaryoppositions spurring conversations amongstaudiences. Even though the male did notpick up on this convention, he did howeverassociate the media products as forming abrand identity as he recognised the themestated above as matching.

Ten individuals, aged 16-25, were given a questionnaire using a stratified sampling technique were instructed toobserve 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.

Social Media

Over the years, social media has played a huge role andplatform in showcasing the newest endeavours revealed,initiated by artists themselves. This allows them to sharewhat they have been creating first hand to the world. Thiswas a good opportunity to ask people online and the generalpublic on popular social media websites on what theythought of our ancillary products.

FacebookOne of the respondersactually believed thealbum digipak was anexisting product whichreflects the conventionalcharacteristics of thedigipak design.

This individual recognisedthe link between thethemes we tried toimplicate such as theconnotations of the word‘YOUTH’ and theconnotations of the lightpink layer, and lastly theyoung ballerina tying inwith the name of themusical band.

Thisindividual felt thefont was slightly stiff incomparison to thedelicate nature of theoverall motif. This wasmade to be this way torepresent theharshness of thenarrative with whatthe young girl is goingthrough in thestoryline. Also, the stiffnature makes it standout over the lightbackground.

InstagramBoth these comments shows ourmedia products are perceived well bythe public; once again showing ourcreation would do well as if though itwas real.

As another person has mentioned thefont being unsuitable, we haveultimately acknowledged the font butfeel do to the reasons stated before, itfits for this particular design.

This faded technique was adopted topersonify the dizziness the protagonistin our media products experiences inher use of drugs, which we couldslightly reduce.