Audience Feedback Evaluation.

1. Evaluation Task 3
What have I learned from my audience feedback?

2. How did you gather your audience feedback? What methods
did you use? Present you stats, feedback from
questionnaire and focus groups.
• My group and I gathered audience feedback through collecting Youtube statistics and
comments of our music videos, focus group feedback, target audience interview and online
survey. Through these research we wanted to see how audiences had received and
reacted towards our campaign.
• By creating a online survey we request direct feedback from a range of audiences. We
send the links directly to people in our school and encourages them to send it to their family
and friends. We offer specific question looking at all three aspect of our campaign. We
came up with the questions as a group and provide multiple choices for answers to make it
easier for the audience to respond and for us to organise our data (using pie charts / bar
charts).
• We also recorded our meeting with the focus group. Our focus group consist a range of
potential audiences. This allow us for in-depth study study of the reactions of consumers
and gather data across different segment of audiences.
• By collecting YouTube statistics we are able to direct our market and examine whether we
were correct about our target audiences. We could also discover our secondary market and
whether our audiences could decode our star images successfully. This allow us to adjust
elements of our campaign which I found very useful.

3. Focus group
• Link to our video on YouTube
:https://youtu.be/eM8wMb1254I
• Generally I found our focus group interview
very successful. We have received some
positive feedback, however, some concerns
and issue raised during the meeting were
worth taking into considering. During the
next few slides I would provide example
towards relevant points.

4. How did the demographic or psychographic profile of your
audience affect the kinds of readings they produced?
• Watch the video on YouTube:
https://youtu.be/Q6YEG80Bifk
• Using our target audience interview as an
example, Because of Jon’s demographic profile
(his gender), his feedback specifically focused on
the technical aspect of the video such as the
editing pace and the lighting, the singer’s
performance rather then his look. I identify him as
our target audiences because of his values,
attitude and lifestyle fits in perfectly with being an
experiencer. Therefore he was able to
successfully decode the rebellious, edgy star
image we created for the band and the mysterious
atmosphere we created through using red and
black as our major colour. His feedback
suggested that he produces preferable reading
which was just what we hoped for.

5. What were the advantages/ disadvantages to using these
sources? How reliable was the information and the key
points raised.
• I felt like the feedback we gathered
through using different researching
method were quite useful. Most of the
people involved in our research tend
to points towards similar aspect of our
campaign which made it easier for me
to recognise our strength and
weakness.
• During our session with our focus
group many suggested that we should
loose the green ‘e’ in our band’s name
because it does not suite the star
image. They suggested that we should
keep our brand image simple and the
red and black in the music video was
really effective so we should sustain
our colour scheme.

6. What strengths did the feedback indicate in your music
video? Refer to specific examples and illustrate these.
• Through collecting our viewer’s data on
YouTube we noticed that the star image we
built for our lead singer was very successful
since it had been recognised by most of our
target audiences. Due to his strong
performance and appearance he attracted
more female audiences than male
audiences which was exactly what we
expected. It is also worth mentioning that
40% of the female audiences are aged 18-
24 which was, once again on target towards
our expectation. Also most of the comments
left below our video was about the lead
singer proving to us once again that our
lead singer had successfully presented his
strong star image and characteristic towards
our target audiences.

8. What weaknesses did the feedback indicate in your music
video? Refer to specific examples and illustrate these.
• The data we collected from YouTube suggested that the average watch
time for our video is 48 seconds. This suggested to me that our viewers
generally lost their interest after the first half of the song.
• Later on this was once again suggested by people in our focus group. We
explained to them about the boy’s element and why we had chose to not
add it in our music video, however, our target audiences suggested that
the reason people lost their focus very quickly is because the fact that
there is no narrative in the music video. Adding in the boy’s element
would be helpful since the two elements in our video at the moment is not
enough to keep the viewer engaged for a long time.
• Some people from our focus group also suggested that the colour
scheme we used on the dancer does not suit the video. They suggested
that the red and black created a moody, edgy style for the video but the
blue and green from the dancer’s element distract them from enjoying the
mysterious atmosphere.

9. Explain the encoding/ decoding model in relation to your
audience feedback. Provide examples.
• Hall suggested that audience do not act as a whole, but rather as a
collection of smaller groups defined by social and ideological
elements. This is called the encoding and decoding model.
• We as a group encode media text for the audiences to decode.
However, every consumer decode the media text in their own way
due to their social values and knowledge level. This decoding process
had three possible outcomes: a preferred reading, a negotiated
reading and an oppositional reading.

10. What readings were produced by your audience that were
preferred, negotiate or oppositional?
• For example, we uses red, blue and green on our dancer because it is the primary colour
of the digital world and we believed in the authenticity of the combination will attract
audience and enhance Embargo’s indie / alternative star image, however, most of our
audience decoded this as oppositional reading suggesting that the green and blue does
not fit in with the overall atmosphere of the music video and the band’s star image.
• Through our focus group, we understood that our consumers were able to decode the
fact the creativity is our main promotion elements of the campaign. Negotiate reading
appeared when we explained to the audiences why we chose to use Rory’s artwork as
the main element in our digipak design. We suggested that, after reviewing other album
cover produced by artist/band within the same genre we realised almost a half of their
design consist original artworks. This was than accepted by the people in our focus
group.
• Most of our audience was able to recognise our rebellious, edgy and alternative star
image.They were also able to see that Embargo is an organic and creative band through
the fact that we focus on the performance element more than constructing a narrative.

11. Apply the use and gratification theory to your responses –
which are the most applicable points?
• Our use of the light box provided
our audience with a form of
escape, it could supply the with
the emotional release from
everyday pressure, especially
considering that the song uses a
low minor key with a slow, chill
beat that our audience
considered to be very relaxing. In
our target audience interview,
Jon also pointed out the fact that
he really enjoys our slow editing
pace, he considering the video
to be very dreamy and helps him
escape from reality and stress.

12. What conclusions can you reach? What have you
learned?
• In conclusion, I have learnt a lot
from collecting feedback from my
audiences. This helps me realises
the strength and weakness of our
campaign and give me an chance
to improve and make our work
more professional and successful.
I also need to remind myself to
constantly consider from both our
target audience’s point of view
and my own because this will help
us in terms of supplying our
consumer with what they need
which is the key to selling our
product.