3. What have you learned from your audience feedback?

Below is a Prezi, on my feedback gained from the production stages of creating my final Music Campaign.

What have I learned from my audience feedback?

In the initial stages of our idea development we mainly used YouTube to record and upload the verbal feedback that we gained from so we could repeatedly review and develop ideas based on the feedback gained by our class.

We then showed a focus group our rough cut of our music video. We gave them a questionnaire of open and closed questions and filmed their responses to some of the feedback then collected the questionnaire sheets and summarised the information to develop on.

A demographic audience includes gender, age, race, nationality and job. The demographic audience that we chose to use for our feedback was of both genders as our target audience was of both, that were interested in our artist for different reasons. We used the same age group of 16-18 years old, from a range of different backgrounds, so that we could get a variety of feedback, but from the same sort of demographic. I few had used a different demographic, the feedback would have been useless as we only care about what this demographics opinions are. The readings they produced were shown on our focus group questionnaire feedback. This was a reliable sample size as well as they came up with generally similar answers to the questions and their qualitative feedback was mentioning the things that were specifically targeted at their age group.

A psychographic audience is based on beliefs and views. As our main target audience was of a young age group we decided to use the teenage Vals categories

The disadvantages of using YouTube - We couldn't generate any new feedback it was just a recording of our previous feedback so it wasn't an ongoing source that would be updated.
The advantages of using YouTube - it was a permanent source that could not be lost and we could go back to it at any point.

The disadvantages of using Focus groups - The groups could conform to each others responses even if they did not believe that that was the case. By being in a focus group situation, it could intimidate them to give negative feedback, therefore may not having reliable responses.
The advantages of using Focus groups - We could gain opinionated responses that were immediate responses to watching our music video.

The feedback that was positive in our focus group was that they liked the pink element when we shoed them our rough cut, so we decided to add more clips of the pink section. They also liked the cross fade editing, so we decided to add more cross fades, as they mentioned the it helped add to the effect of dreams.

Some feedback that was not helpful was that someone mentioned in the focus group that they thought that the artist was too seductive. This was unhelpful as we could not change our artist or refill any sections of it. However we decided to work on this, we had less shots of focusing on her face, and included more shots not of her directly looking supposedly seductive.

Using the Uses and Gratifications Model we used personal identity, as our audience has the ability to compare themselves within the media, so they can explore personal problems and perspectives. this theory discusses how an audience specifically choose the media that they consume. We have used this theory and applied the point of an escapism. Our feedback from our music video was that our themes were dreamlike and gave the impression of a supernatural mood, this acts as an escapism as it is bringing the audience to an unrealistic life that is better than theirs, which will attract them to our artist.

For our music video, our readings from our feedback showed that the responses were along the preferred reading as they got the theme of a dreamlike setting an understood that it was meant to be visually interesting and artistic, rather than about a real life scenario which the audience would relate to. However for our album artwork the feedback received oppositional reading, as the audience didn’t see the black and white colour scheme as a sign of an organic artist. 

It has been important for us to gain research into audiences of our product and also get feedback to create our artist from, as without the audience there would be now product. The online media is transforming the way audiences engage with media texts to a deeper level.