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Question 3

  1. What have you learned from your audience feedback? Question 3
  2. Why use audience feedback?  During our time producing our A2 coursework we collected various forms of audience feedback such as interviews, questionnaires and focus groups with professionals. We did this because we wanted to know how we could construct our final product so that it appealed to our target audience. In contemporary media markets it is important for a product to appeal to its target audience so that it is successful and sells well. To accomplish this, we needed to gather as much information as possible about our target demographic to make sure that our final product appealed to them if it were launched into the mainstream media market.
  3. Our target audience:  Our primary target audience was that of males aged 16- 25 who listen to rock music, and our secondary audience was that of any older males and any females. The reason why young males are our primary audience is because of the aggressive and rebellious attitudes associated with rock music that are reciprocated in teens. In regards to our secondary audience, older males would likely have listened to rock music when it first became apparent or when they were younger. With females, they too would likely experience similar aggressive/rebellious attitudes but are fewer in number than males due to rock being largely male-dominated. Our primary target audience are digital natives, suggesting a high usage of Web 2.0. As such we realised that we would need to make our product as accessible to our target audience as possible via the use of social media andWeb 2.0.
  4. Developing the promotional package  Whilst developing the design of our package, we aimed it mostly at our primary target audience because they would be most likely to purchase it and interact with it. The narrative and performance of our video is largely humorous and shows the artist as not taking themselves too seriously, and as such appeals to the wacky and youthful attitudes of our target audience. Because our primary target audience has a high disposable income and would see more bands live than our secondary audience, we incorporated performance of the artist into the video to appeal to the target audience further as they would be attracted to seeing what the artist is like when they perform.
  5. Using Survey Monkey  We initially used to create an audience questionnaire to find out what our target audience think of rock music with questions such as “Who is the most crucial member of the band” and “What would attract you to a band’s digipak” so that we could use the results to influence the design and effectiveness of our product. The results we got however were not very conclusive and mainly offered vague or ambiguous answers from only younger members of our target audience rather than older ones.
  6. Initial stages of feedback Most of the information we got was still useful however. We found that over 60% of our target audience think that the singer is the most important member of the band so we made sure to make them prominent throughout the music video and ancillary products. We also found out that features such as social media integration, an online shop and band information appealed to the target audience because they felt like they were more able to interact with the band due to the increase in access. Our primary target audience was that of males aged 16-25 who listen to rock music, and our secondary audience was that of any older males and any females. Our primary target audience are digital natives, suggesting a high usage of web 2.0. As such it was deemed necessary to take away the idea of significant integration of social media for our product. We also find out that 77% of our target audience thought that reds, whites and blacks were representative of the rock genre due to their associations with the darker themes of rock music such as rebellion and anger. Finally, we also found out that 63% of our target audience wanted a video with performance and narrative in it, and as such we made sure to incorporate this in our music video.
  7. Interviewing audience members To expand on our existing feedback, we conducted interviews with members of our primary and secondary audience. We asked more open-ended questions to yield more variable and representative results. We found out that members of our primary target audience generally think that rock musicians are seen as being rebellious and aggressive, so represent the nature of the music and genre well as such. We also found out that they don’t mind if the video isn’t explicit of the genre, but prefer if it is entertaining and relates to the lyrics in some way. We also found that audience members generally prefer a smaller budget video as it makes the band members more identifiable as it doesn’t present them as being much different to audience members. This worked well in our favour as it meant that we didn’t have to use complicated special effects to make our video appealing, and as such were able to stick to a relatively low budget.
  8. Interviewing audience members cont.  We also learnt that audience members prefer it when a CD stands out to them regardless of the genre, and would be more likely to buy it if it caught their attention and was a break from traditional convention. In regards to the website, they felt that the more professional a website looks, the more important and thus better the band looks. As such we made sure to employ conventions of real bands that are successful such as embedding social media widgets and links to an online store. Overall this aspect of audience research was successful as it gave us specific pointers for what to use throughout our products
  9. Pitching our idea to media experts  After finalising the planning of our products we pitched our final idea to a class of around 20 media professionals who fell into the category of secondary primary audience for us. We did this to see what they thought of our ideas and if they could offer any improvements. Furthermore it also allowed them to critique whether our ideas were achievable. We were also critiqued on how well we established brand identity throughout our products.  We got some mixed results but most of them were positive towards our products. We learnt they liked the intertextual references throughout our product we gave us an idea as to how appealing they would be to our target audience. We also learned that they liked our use of an extended introduction because it separated our video from existing products and as such made it look more cinematic. However they were concerned with how achievable the use of references would be in regards to costume and design. To combat this, we made sure to plan and spend time working on achievable costumes rather than wasting time on one single scene of our video.
  10. Pitching our idea to media experts cont.  With our ancillary products, the use of a bull was favoured because it related to the song’s lyrics , but it was felt that we needed more images of our artists to increase interactivity with our target audience. With our first draft, we missed out on this opportunity and as such it affected the strength of our product. Similarly with our music video and website, we didn’t use expert advice as much as we should’ve done and as such it impacted the strength of our music video. We made sure to follow more mainstream conventions for the rest of the production of our products.
  11. Construction feedback  Whilst constructing our products, we made sure to get feedback on various aspects of it. For instance when deciding on the main narrative of our video initially, we used an audience questionnaire that detailed 3 ideas, and we had members of our target audience vote for their favourite. The most well received was the idea of using intertextual references to connote the idea of B-movies, so we chose to use this idea as it rebelled against traditional videos so would appeal to the rebellious nature of our target audience.
  12. Construction feedback cont.  We also used typeface feedback to decide which typeface to use.We printed off a sample sheet and similarly had audience members vote for their favourite.The preferred the typeface‘DeathrattleBB’ due to its edgy look, and we used it as such due to its appeal to the edgy and aggressive nature of our target audience.We use the typeface throughout all of our designs for our ancillary products.
  13. Most important piece of feedback  In my opinion the most important piece of feedback we got was the feedback we got from our teacher and members of our target audience. Our teacher was able to help us in creating solid brand identity, and this was consolidated by the feedback of our target audience in regards to which aspects of our design they liked. We created several drafts and repeated this process several times in order to get consistent and relevant feedback from members of our primary and secondary target audience.
  14. Issues with the products  Initial problems with our products was the lack of brand identity. We failed to pick up on this because we ignored some earlier feedback from media experts. To combat this we changed the design of our ancillary products to match the theme of the music video as opposed to the other way around. We also learned that some of the lip-syncing was out so we reshot some footage to fix this and make the video look more professional.
  15. Issues with the products cont.  We filmed a second section for the performance of our video to fill the void where our teacher thought there should’ve been shots where there weren’t. We changed the background image and colour scheme of our website so that it increased access between our band and members of our target audience. We gained good amounts of help from this feedback because it made our final products look more professional to the point where they looked like real-world products.
  16. Conclusion  In conclusion, I think that audience feedback has been one of the most crucial aspects of our coursework. This is because without it we would not have known what conventions were most wanted or appealing to our target audience. We would not have been able to create a professional product if we had not been open to constructive criticisms from professionals and audience members alike.