Evaluation Question 3

What Have You Learnt From Your Audience Research?

Throughout the process of making my music video and digipak I have continuously obtained audience feedback from my target audience using Survey Monkey. Survey Monkey is a website that allows you to create your own surveys and questionnaires and share them with whoever you would like.

Target Audience
From my audience research already knew that my primary target audience was going to be females aged between 16 and 24. However, I also had a secondary target audience of all genders aged between 30 and over. I aimed to get my research from mainly my primary target audience, whilst also attempting to gain some knowledge about my secondary target audience's views as well.

Music Video
100% of the respondents of my questionnaires were in my target audience age range 50% were female and 50% were male. Therefore all were viable respondents for my research.

The way I decided to choose what kind of music video to do, I first analysed the preferred music genre of all my respondents. A total of 80% of respondents chose either Rock or Pop music and the cross over between the combination of the two and the song I chose had many similarities. All of the respondents were aware of the combination of narrative and concept in my music video and  all of them understood the narrative fully and one highlighted that the concept in the nature shots linked well with the previous me videos she had seen before. However, one did not fully understand why the nature shots and described them as "random". This wasn't the case from the rough cuts though, when I did my first questionnaire for the first rough cut some people did not fully understand the narrative. I was having a conversation with one of the respondents and they were saying that they did not pick up that these two people really had a relationship and loved each other because there was no evidence of that. I went out and did extra filming with my actor to film us having fun as you would see in home footage of a relationship and it proved to work. Further feedback from the first few rough cuts were that they felt like the last section with the guitar dragged on. I decided I should be more creative with that section. First I added the over layered clips over the top but the response was that it had improved but it still wasn't as climactic as they expected it to be - and to be honest it wasn't as climactic as I intended it to be. This was when I got the idea to add a strobe effect that could be seen in Moose Blood's live shows when they play this particular song. This links back to my audience research where I discovered that the audience enjoy live performance not only in the music videos but also going to live gigs.

Ancillary Products
I did not receive as much feedback as I would like to have done on my ancillary products as I spent a lot of the time on detail rather than checking for feedback along the way. However, all the feedback I did receive regarding my ancillary products revealed that both my magazine advert and my digipak were very minimalistic. One female respondent who was a fan of Moose Blood picked out the lyrics on the inside cover of my digipak and thought it was really interesting and creative to see the lyrics of each song printed out on a product. Furthermore, that same respondent recognised 'Rocksound Magazine' and thought that the addition of brands recognisable in the punk community made the advert appear to be genuine. Another respondent appreciated the clear link between the digipak and magazine ad in terms of colours and the logo. They said "at a glance it looks like a side project of the band." Considering I was influenced by previous projects from the band and the trends of other bands, this was a compliment to the professional minimalistic look I wanted each product to display. I asked one person who was part of my secondary target audience what they thought of the products. They much preferred the aesthetic of the digipak as it looked more 'old school' punk from the colourful themes with the use of dark images to contrast this. However, there was only colour in the magazine advert and it felt too "Poppy". Conversely, they did like the retro feel it had to it. Luckily, this was the American direction I wanted to take the magazine advert because it appealed to the younger primary target audience respondents I spoke to. One thing I now retrospectively wish I had asked my audience is "what do the products most make you think of?" in the hope I could have had a much better idea of whether or not I achieved the 50's American theme.