- The focus group enjoyed the poster and thought the title "Fatual" was clever. They liked the burger image and use of newspaper. - They suggested utilizing the tagline more in other products to improve brand identity. - The group felt the radio advert was effective despite sound not being visual. They enjoyed the opening montage but thought it could have a gap. - The documentary lacked the cinematic style of the other products, so the brand consistency was not as strong. The group provided useful feedback to improve cohesion across the campaign.

1. (Featuring: Luke Gyesi-Appiah,Amanda Stafford, Anna Garcia,Amey Perry,
Charlie Rayns,Charlotte Bennett)

3. • The group really liked the poster and thought it
was very successful
• Something of a popular topic was our title,
‘Fatual’. Members of the group thought this was
a clever pun and thought it was very effective
• They also really liked the focal image of the
burger and the use of newspaper within it as it
reinforces the theme of government health
advice and the ever changing beliefs
• All members also really liked the tag line and
thought it completely resonated with the themes
of our documentary

4.  I think that something we could have improved on was
utilizing our tag line and placing it in our other products.
For example, it could have appeared at the beginning of
our montage during the documentary.This therefore
would have established a better brand identity and linked
the products more successfully.The tagline also creates a
sense of enigma for the audience due to the rhetorical
question and immediately grabs the attention of the
audience, especially the secondary audience who are fox
thinkers and do not respond well to a lot of copy
 Mrs. Bennett also thought the photography was very
effective and created a cinematic and filmic style to the
poster

5.  All of the group thought that it did give the
right amount of information, while still
catching the attention of the audience, which
is what we aimed to do
 Due to the tag line, it gave an insight into the
documentary without revealing too much

6.  Mrs. Bennett mentioned the fact that she liked the burger as it looked
‘nasty’ and not appetizing, to connote the revolting effects fat has on the
body.This made it easy for the passive and active audience to realize the
harsh consequences eating unhealthy can have on the body. Charlie, who
is in our secondary target audience and therefore more passive also
picked up on this to suggest that he been sensitized to the ‘nastiness’ of
burgers.Thus, the more he is given access to this idea of burgers being
perceived as grotesque and bad for you, the more we avoid it in aspects
of our life. Charlie would have therefore liked this image because this is
what he is used to
 The audience thought the use of white font was also very effective as it
stood out from the background and caught their attention. It also
contributes to the brand identity as the font is white in our documentary
which makes the campaign more cohesive
 Our actor choice, by using a teacher who is in the suit also connotes the
fact that everyone eats unhealthy, even if they are sophisticated which
creates personal identity with the audience

7.  A clear point that we have established as something to
improve on is the cohesiveness of the campaign regarding
the poster and radio relating to the documentary. For
example, due to the shallow depth of field, creative font
and colour, it gave the poster an ‘auteur’ style, similar to
the radio which worked together to create a filmic and
cinematic products. However, this cohesiveness was lost
as the documentary lacked real cinematic style and
creativity.Therefore, in some respects, the ancillary tasks
were more successful.Thus, the consistency of the brand
is not followed through in the documentary as it is
something that you would see onTV, for example on
Channel 4, like one of our group members said, instead of
in independent cinemas.

9. The focus group overall really enjoyed the radio advert and thought it was
a very effective product.We were very happy with our response due to the
fact that sound is not a visual medium and is therefore a very difficult
method of attracting the audience. However, I think that we used sound to
successfully target the audience and advertise our documentary.

10.  Luke liked the opening ‘mish-mash of voices’, probably as it gave
him the gratifications of entertainment and information. He could
have perhaps really liked this element to the radio advert as he is a
fox thinker, being in our secondary audience, and therefore
appreciates something with pace and interest to quickly attract his
attention.
 Amy would have liked to see a gap between the opening vocal
montage and the main voiceover, as it was perhaps too intense
without a gap.
 Mrs Bennett would have liked to see more cohesion between the
radio ad and the poster with the documentary. She found the
radio ad and poster to be more suited to our sophisticated
audience, as they satisfy Maslow’s highest need for creativity due
to the engagement of the audience, especially as the music is
more creative and powerful.

11.  Anna said that she was hooked from the
beginning, probably as the montage gave her
the gratification of personal identity, as she felt
that she could relate the confusion portrayed by
the headlines.
 Mrs Bennett would have liked to see the tagline
in order to create a better brand identity. It
would have also given the active audience an
intellectual pleasure of an enigma to solve if it
was at the end of the advert.This would have
perhaps further encouraged them to watch the
documentary

12.  Mrs Stafford said yes as she though that it
sounded professional.This coming from a
sophisticated audience shows that we
pitched it right, and chose the right tone for
our documentary.
 They all agreed that they could relate and
image it to a real life context.

13.  All agreed that yes, the tone was appropriate.
 Mrs Bennett reiterated her point about the
cohesiveness between the poster and radio
and created by the dramatic and cinematic
tone, which is lacking with the documentary.
She found the radio ad to be much more
sophisticated.Therefore this is something
which we could have definitely improved
upon.

14.  Luke said yes, as it was not overloaded with
information which would have caused even a
sophisticated audience to switch off due to
sensory overload.
 Mrs Bennett liked the excerpts from the
documentary, as it gave her the gratification
of information, without giving too much of
the narrative away.

15.  Everyone agreed that yes, the clips were
appropriate this was because it did not reveal
too much information – if we had, then it
would make her think that she wouldn’t need
to watch it.There is just enough to grab the
audience’s attention, as it sparks the need to
fulfil the gratifications of entertainment and
information by watching it.

16.  Everyone would have liked to have heard the
tagline, and would have liked it to be slowed
down a bit as they felt that it was too intense.
It was probably a lot to process – which
creates sensory bombardment considering it
is only audible.
 Charlie also said that he liked the ‘64%’
headline being separate, as it made it more
dramatic.

17.  Something very important to note is the fact
that there was one sophisticated audience
member therefore who stated ideas that the
other group members did not think of. However,
they all agreed with the sophisticated ideas.This
therefore links to the two step flow model
theory where a sophisticated individual/
authority as an active audience produces their
own opinions and ideas which are then passed
onto the more passive audience.

18.  PRIMARY
 * 24-35 year olds
 * B income bracket
 * Any race/gender/sexuality
 * Liberal Opinions (Mosaic group)
 * Striver, Experiencer, Innovator,Thinker
(VAL types)
 *The Reformer,The Explorer,The Succeeder
(Young and Rubicam)

19.  From our focus group we can confirm that this
was the correct group of people to focus on, as
they all had very positive feedback, so much so
that they could even offer criticism of what else
they would have liked to see from the product,
ie. more sophistication in the editing of the
documentary.
 They were more satisfied with the ancillary tasks
of the poster and radio ad, which they found to
be more sophisticated products, with a greater
brand identity across them, which lacked when
it came to the documentary.

20.  Due to their sophistication, they were able to understand the
narrative of the product, and could relate to the topic of confusing
government health advice.
 One said that they could imagine hearing the radio advert in the
car, which was very positive feedback, and reflects that it would be
broadcasted on the type of channel which they would listen to.
 As we targeted diverse minds such as Experiencers andThe
Explorers, we seem to have satisfied Maslow’s highest need for
new knowledge, through the challenging topic of contradicting
previously accepted advice.
 Perhaps we made the income bracket too specific – in hindsight
the documentary could relate to a much larger multitude of
classes due to the worldly topic, and the fact that it affects
everyone.

21.  SECONDARY AUDIENCE
 * 16-19 year olds
 * E income bracket
 * Any race/gender/sexuality
 * Striver, Experiencer, Innovator,Thinker
(VAL types)
 *The Reformer,The Explorer,The Succeeder
(Young and Rubicam)

22.  We chose a sophisticated group of this target
audience to interview for our focus group,
and therefore arguably did not present an
accurate depiction of how the whole group
might react. However, those who we did
interview enjoyed the topic and found it
interesting, perhaps due to their maturity and
sophistication for their age.

23.  The narrative of the poster seemed to be a bit more
lost on them than with the older audience.We tried to
portray the idea of a man in a suit overwhelmed by
contradicting advice about the simple act of eating a
burger, the suit representing how the topic affects
everyone, however our secondary audience seemed
to only see a man eating a burger filled with
newspaper headlines, reflecting their age.This is a
reflection on the fact that we should have made the
concept of the poster more balanced between
targeting our primary and secondary audience, but
also that perhaps this secondary audience was too
young to fully grasp the main themes of our products.

24.  We based our decisions on previous media
knowledge, and we think that we made
educated decisions on our target audience, as
most of it was accurate.We struggled a little
with the MOSAIC groups and how they relate
to media choices, however I think that Liberal
Opinions was the best choice.