ed

1. C
WHAT HAVE YOU LEARNED
FROM YOUR TARGET AUDIENCE
FEEDBACK?
Emily Cowling A2 Media

2. Focus Groups and Questionnaires
• In order to evaluate my work, I used a mixture of focus groups and questionnaires. I believe that
the most beneficial to me were the questionnaires, this is because it meant that we could get
lots of data quickly and easily, as well as being able to ask specific questions for our target
audience. Across the entire production of my music video, I managed to obtain feedback from
28 different people. This was across both the questionnaires and the focus groups.
• The main focus group we conducted was in November, and it was on our first drafted music
video.

3. What did our focus group like about our
music video?
• At first draft, the people that we asked liked the performance shots of our star, they thought
that she was convincing, and she also looked voyeuristic, without having to wear lots of makeup
and revealing clothes. We wanted this to occur in our video, we wanted Indya to appear natural-
this is as it contradicted with the punk era and showed the differences between them.
• They also liked the balloon shot that we used towards the end of our music video. However, one
person picked up on the fact that you could see the extras throwing the balloons within the
background. Hence, I then decided that we needed to reshoot this shot at our next days filming
at my Nanna’s house.

4. Continued …
• Our focus group also liked the range of colours that we used within our filming, it had happy
connotations. This was also a feature that I wanted in our video- it made our star stand out from
the extras and it created synergy across the music video. It would then mean that we could use
the same orange colour within our promotional package.
• Finally, they also all agreed that they liked the football scene within our music video, I believe
that this was mainly due to the use of found footage, it gave the impression that we were
actually there and it created the idea of memories and nostalgia, this added to the post modern
elements and intertextuality of our music video.

5. Did we gain any negative feedback?
• One of the negative feedbacks that we received was the use of the extras within the background
of the balloon shot, As I noticed it, I felt that it made the music video look unprofessional.
Hence, I decided that we needed to reshoot this shot, we chose to use a close up shot on the
second shoot in order to resolve this idea.
• The second negative feedback was the obvious lack of shots which came with the deletion of
our footage, this meant that we had lots of gaps within our music video that we needed to fill. I
believe we were missing around a minutes worth of footage. Hence we had to do four more
shoots in order to recover what we had lost before as we couldn’t get all the people back on set
at one time.

6. Continued
• We were also told that we had a lack of locations within our music video, which was true as we
had only filmed in one location so far. We needed to use lots of locations as it is a convention of
music videos. We then tried to film in lots of different locations, the motorway, an abandoned
building, fields, a football pitch, a graveyard, a garden, a conservatory, a school and many more-
we wanted to create the variety of shots needed.
• Finally, we were also told that we needed to use a bigger variety of shots, at this point we had
no close ups or high angle shots, once again, we needed to use this variety in order to be able
to create a conventional music video. By using a bigger variation, it made the video more
engaging.

7. Who did we send questionnaires to?
• Overall, we asked
predominantly more
females, this is as our
target market was
predominantly female,
so with them being our
main target, we felt
that we should ask for
more of their opinions.
32%
68%
The genders of people who answerred our questionnaires
males
females

8. The age of the people
• Within our
questionnaires, we
mainly interviewed 16
and 17 year olds as they
are people we know.
However, they are still
part of our target
market so their answers
matter within our music
video.
0 2 4 6 8 10 12
14
16
17
18
20+
The ages of the people who answered

9. Why use target audience feedback?
• We used target audience feedback in order to be able to gage an accurate response from our
target market, we wanted to find out what their thoughts were and whether they liked or
disliked the video, and what they would change. After all, we would need to promote our star in
a way that would mean people would listen to her music and follow her career. Our target
market was 13-17 year olds wo are predominantly female.

10. What did we use target audience
feedback for?
• The first thing we gained feedback on was our logo, I had come up with two different logos on
Photoshop, they were for “Mystique Records” and “DNA Records”. Both designs were
completely different, and we couldn’t decide which we preferred so we took to Facebook for an
answer. The majority response was for “Mystique Records”

11. We then went on to get feedback as we
produced our music video, the first was
a focus group.
• The first focus group was our Media class, we chose to use our class as they knew about the
terminology and codes and conventions that came with creating a music video. Our media
group is also made up of people that are our age (17 year olds) who were part of our target
audience. This focus group was made up of 6 people.

12. Do you like the locations used within the
music video?
• Within our feedback, we gained 6
positive responses, everyone liked the
feedback and they felt that it suited
Indya and her connotations. However, we
did have one response that they weren’t
sure on the low angle shot of the boats.
We used the boats in order to replicate
the sense of journey and the idea of
Indya finding herself. Upon reflection I
feel that we could have made this idea
more obvious so our audience were
more certain on the idea.
Did you like the locations used?
yes no

13. Do you think we met our target
audience (13-17)?
• For this we also received a
positive response, everyone
thought that it adhered to our
target market due to the age of
the extras and the colours that we
used. One other reading we had
was that it could reach an older
audience, due to the use of found
footage and the idea of them
reminiscing about the genre.
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
yes
yes and older
Do you think we met our target audience of 13-17 year olds?

14. Do you believe that Indya was a
convincing star?
• We then went on to ask if
Indya was a convincing star,
we were delighted to find
that all our focus group
thought that she was a
convincing star due to her
facial expressions and her
enthusiasm for the song.
Creating a believable star is
the most crucial aspect of a
music video.
0
1
2
3
4
5
6
7
yes no
Do you feel that Indya was a covincing star?

15. In your opinion, do you think we used
enough shots?
• All of the participants from our focus
group said we used enough shots and
they liked the range of shots that we
included in our video . They were
particularly keen on the different
locations used within the video.
However, some one said our
performance shots could have been to
similar. Upon reflection I feel that we
could have worked more with varying
the performance shots we used and
possibly going against convention.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
yes no
Do you think we used enough shots in our video?

16. What was your favourite shot within the
video?
• Of the focus group, one persons favourite
shot was the football match, one person
wasn’t sure, two people liked the shot where
the photograph came to life and two people
liked the tracking vignette shot of Indya with
the group behind her. Alongside this, these
were also our favourite shots in our music
video, we felt that they were really successful
as we shot them and fit in well with the
narrative and concept of our music video.
They helped to create the idea of memories
and Indya finding who she really is.
17%
17%
33%
33%
Which shot was your favourite?
football
not sure
photo coming to life
tracking shot

17. Which transition did you prefer? Cuts or
blurs?
• We found this was one of the more
controversial answers from our
questionnaire. Which we knew it would
be as we broke convention by using
blurs, however, the split decision
suggests that it was a positive
occurrence. The use of blurs was bound
to make people question which idea they
preferred.
Which transition did you prefe? cuts or blurs
cuts blurs

18. Was the makeup effective throughout
the video?
• This decision was one that we felt some
people wouldn’t understand, however we
were lucky in the fact that only one
person disagreed with our choice of
makeup. We choice to use natural
makeup as we felt that it most suited our
star, we also used natural makeup as it
suggested that she couldn’t be a punk
rocker.
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
yes
no
Did you like our choice of makeup?

19. Doing mass audience feedback
• In total, we gained feedback of 28 different people in our target market age bracket. This
included 6 people In a focus group, 14 people from an A2 media group and then 8 of the
people who took part in the making of our music video. To thank the people who helped us
make the video, I conducted an Oscars themed night, I handed out prizes and we also asked
them to do questionnaires on the video. I then took the most interesting findings and put them
in a graph.

20. Which shot was your favourite?
17%
13%
20%23%
7%
3%
7%
7%
3%
Which Shot was your favourite?
football scene
pull focus
tracking shot
coming to life
balloons
time lapse
not sure
sat playing music
found footage
From our research we found the most
popular shots were the photo coming to
life, the football match and the tracking
shot. We feel that these were the
strongest shots within our music video
and had the most impact, hence our
target audience agreeing with this meant
that the video was successful. It was good
to found out which other shots people
preferred though as well. In particular we
didn’t feel that the pull focus shot would
be as popular as it is.

21. Which did you prefer, cuts or blurs?
0
1
2
3
4
5
6
7
8
9
10
cuts blurs both
Which transitions did you prefer, cuts or blurs?
Within our music video, we knew that the idea to use
blurs over cuts would break convention and cause
controversy. However, when it came to our overall
research we found that cuts were the more popular,
which shows that people preferred convention.
However, the closeness of the answers shows that it did
cause split decisions, this means that we were partially
successful in the decision to use blurs. Upon reflection, I
feel that we could have used more of the blurs to make
this idea more prominent, although we tried to use cuts
and blurs to match the beat of the song.

22. Did we reach our demographic?
• Of the people who came to the premier, I asked them
who they thought would be the audience for the
video. The majority said we reached our target market
meaning the video was successful. I can understand
why parents would watch the video due to the idea of
nostalgia. I can also understand the idea of white
teenagers, there is little racial diversity in our area
hence the people in the video are white. It would have
been difficult to find people of other ethnicities to
use. I feel the idea of the country singers is a bit of an
obscure answer though!
56%
11%
11%
11%
11%
Who do you think would watch this
video?
teenagers
country singers
late teens
parents
white teenagers

23. How did our target audience feedback
influence our target market?
• Over the course of our music video, I feel that the market that our video attracted altered, this
was due to our feedback from our audience.
• - A more rural audience: Throughout the production of our music video, it became apparent
that we were attracting more of a rural audience. This stemmed from the feedback on needing
a bigger range of shots and locations. Coming from Lincolnshire, the area around us is mainly
rural. So it would have been difficult to obtain lots of urban locations. By doing this, we met
more of a rural target audience.

24. Reaching a westernised target audience?
• Our music video features lots of post modern elements and ideas about feminism- this mainly
appeals to a strong westernised audience, and I don’t feel that our video would have attracted
an audience from a southern culture because of this.
• This was also mainly due to the feedback we got within our questionnaires and focus groups.
We come from a westernised world, where we are an active audience, we want more from what
we watch than just entertainment, it needs to have a message within it. Our music video was
mainly about women’s empowerment through this, Indya is able to make her own decisions and
become who she wants to be.
• Our music video now has a strong, westernised target market, it wouldn’t appeal to a southern
culture.

25. Reaching working to middle class
• Once again, the majority of the people that we interviewed come from a working to middle class
background, and by listening to their feedback, our video entered more into this idea as well.
• I believe the main reason we appeal to working to middle class people is due to the content of
our shots, none of them are in busy urban areas and show anything along the lines of violence,
drugs etc.- which would be more common in a rap music video. None of our shots show
poverty.

26. A mainly female audience
• Throughout the production aspect of our music video and gaining target audience feedback, we
mainly received feedback of females due to the gender of people in the media groups, and the
majority female production of our music video. In fact 68 % of the people we received feedback
from were female. Hence, by following what they wanted from a music video, we mainly reached
a female audience.
• However, we did still try to cater to males aswell, we used an attractive female star and used a
mixture of males and females throughout our music video, this was in order to show a typical
friendship group of the modern era.