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What have we learned
from our target
Focus GroupsAt different points during and after construction, we
gathered a focus group to watch and feedback on our
We created some paper surveys for our TA to fill out.
We gave them to a mixture of males and females all
around the age of 16-18. But according to McDougall’s
theory an audience ‘is just a hypothetical group of
people imagined for the sole purpose of having a target
audience.’ This means what they say isn’t entirely
relevant to how we could improve our video.
The three males who completed the survey said the
video would not be likely to encourage them to buy the
album and other products, whereas the majority of the
females said they would definitely buy other products
by the artist based on this video.
This shows us that the video appeals more to the
female audience which is what we we were aiming for
so the techniques such as mise en scene and storyline
we used to try and appeal to the females worked well.
None of the males we asked understood the
narrative of the video but some did
understand the main concept of it, whereas
the females all wrote down their different
interpretations and a lot of them said their
favourite parts of the video were the powder
paint shots and performance. This links to
Morely’s theory that different people view
things in different ways. Although all of the
feedback we got were from people of the
same age because some were males it gave
us a range of interpretations on our video.
Our focus group feedback helped to clarify
that we have done the right editing and mise
en scene techniques to target the young
female audience we intended to.
However the males also liked the video and
performance shots, the star image was
voyeuristic at times so this could support
Mulvey’s “male gaze” theory.
This a comment we got on YouTube for our video, although it doesn't’t show the age of
the person who commented on it, they did like it which was very reassuring to us.
Focus Group 2Once we had finished our video we gathered a small group of girls together in our
age range to watch our video. They gave us a lot of comments on it, there was a lot
of positive reinforcement. They understood the narrative in the video. They also
understood it was meant to be a happy song, they said they got this from the upbeat
tempo and all of the shots we have of her smiling.
Our focus group said ‘she is a believable star’ which is what we were aiming for.
They also said they loved the powder paint which helped in creating our digipak
and advert because we knew from them the target audience would love to see that
in both ancillary products too.
At the start we were unsure about having performance shots in our video, we wanted to break
that convention. But from our first TA research they said they did like performance shots. As we
added more in and got more feedback from our audience we learnt that they really liked them
because it helps them connect more with the star. After this we added lots of performance shots
now we have almost a 50;50 split between narrative and performance shots.
Hartley said that texts ‘need not only to represent audiences but to enter into relation with them.’
Personally I feel our video does represent our audience, it’s all about heartbreak but having fun
with your friends and forgetting about it which all females go through at some point in their life.
Focus Group 2
Feedback on Facebook
We both uploaded a YouTube link to our Facebook to get feedback.
Most of the feedback we did get was from our 16-21 year old
female TA. Between the two posts, 16 people liked the link
meaning they had watched the video and enjoyed it. I received a
personal message from an 18 year old female saying she enjoyed
the colours and the video was captivating. It is encouraging that
members of our TA have positive things to say about the video.