What have you

learned from
your audience
feedback?
Evaluation question 3

Why is audience feedback

valuable to media industry?
Audience feedback is vital for the media industry
since the audience are the reason that its constantly
able to continue producing and selling, if theres no
audience then theres no profit so its best for the
media industry to constantly produce content which
the audience will consume. This is especially
important as the audience has now evolved to the
point beyond the hypodermic needle theory due to
technological convergence meaning the audience has
a wider choice and will choose whatever best suits
them, any time of the day in comparison to 20 or so
years ago where the audience had to fit their daily
routines around the media due to limited choice.

Why is feedback important to your

ancillary and main productions
Feedback is important for my own media products since constructing
something suitable for my target audience ensures that I receive the
highest awareness from the group that Im targeting. With assistance from
my survey I was able to open quantitive questions such as What do you
most like to see in a music video in my genre by asking this particular
question I was able to get a greater idea on what key features my
audience would like to see in a rock music video, by asking this to a large
number of people I was able to narrow down the most popular responses
and apply them to my video in order to receive consumer satisfaction. The
reason I needed feedback on my own media product rather than a different
media product (for example) is because Henry Jenkins fan culture theory
states that the interests of a fan base constantly change due to culture
shift which begins forcing the bands and genres to change meaning that
a rock music video from 20 years ago would not receive a response as
positive as they would get today due to changing consumer interests. This
therefore meant that we had to construct our music video based upon
more recent information, feedback and examples.

Types of Feedback
Focus group for advice on our pre production, which
helped us decide the song, plot and potential
locations
Post production focus group for any refinements we
should make6
SurveyMonkey questionnaires which helped us
establish our target audience and construct our
music video in order to please this type of audience
Social Media Posting video on facebook and twitter
YouTube Web 2.0 allows for us to interact with
audience and collect any potential ideas they may
have

Pros and cons focus

group
Pros
Valuable real-time relevant
information
Pre-production allowed for
us to make improvements to
our plot before we had
committed to anything
Outsiders view means that
we can get feedback from
someone not in our
production group

Cons
Not always my target
audience and therefore
elements may not appeal to
them in the correct way
Wouldnt be beneficial if one
participant was too
dominant
Hard to recruit audience
members who are available
at the same time as each
other

Focus Group Evaluation

I found that overall the focus groups that I had used
allowed for a better creation of a media production
since the outside feedback meant that people who
had faced similar experiences were able to give
improvements which we could use to make our music
video more appropriate for our target audience.
For the focus group I used for pre-production, the
insight that we received allowed for refinement of our
plot idea and the locations that we wanted to use,
since I believe the planning stage (especially if done
correctly) means a group can save a lot of time.

Pros and cons Questionnaire

Pros

Cons

Allows for feedback from

Takes a long time to group
our target audience meaning
information and analyze it
we can construct the music
accordingly.
Some people may not
video to directly appeal on
their feedback
answer the questionnaire
Qualitive and Quantitive
since there is no real
allows for a wide variety of
incentive for them to help
Not always a professional
different data
People can do it in their own
view meaning some
time, theyre more likely to
information may be
be honest and elaborate than
irrelevant
if asked in person when they
may be in a rush

Questionnaire Evaluation
The questionnaire was one of the most vital parts in
collecting information upon what my target audience
wanted to see, as well as insight from people who didnt
necessarily fit my target audience but whose feedback
allowed for a better all round media production.
Creation and analysis stages of the questionnaire were
very time consuming since there were a large quantity
of qualitive questions which meant they couldnt be
analyzed with a simple pie chart but reading into this
feedback inspired new ideas for our music video as well
as contributing some feedback which meant we had to
modify our original idea due to there being no need for
it, or it not fitting towards the main plot.

Questionnaire Results What is

your favourite music genre?
Question 1 Question
one asks the audience
what their favourite
genre is in order to
establish which
section of the
responses I am going
to consider valid since
a fan of pop may not
give valuable or
relevant information in
questions specific to
the rock genre.

What is your gender?

Question 2 For this
question I wanted to
establish and develop my
plot in order to appeal to
the more dominating
gender since my group was
debating whether to have
a strong male or female
lead. We decided to make
our main character be a
male lead and the story
was more sympathetic
towards our male who had
a thicker story and much
more dire situations.

How old are you?

Question 3 Question three was
once again used in order to help
establish a demographic profile
of our target audience. The age
is a major factor into which
themes we are going to explore
in our music video, its likely that
themes such as sex, drugs and
romance are popular towards
people aged between 17 and 30.
Meaning if our target audience
fits in this category then the
feedback that they give will be
able to fully assist us in making a
product suitable to them.

How often do you watch

music videos

Question 4 This question allows

our group to weigh up the weight
of the following responses since
if someone who never watches
music videos makes a
suggestion its likely that it will
only be used as a marketing
technique as an incentive to get
someone to watch the music
video and someone who always
watches music videos is likely to
give important information on
the content of the video, and this
information is also going to be
more valuable than someone
who occasionally watches music
videos.

 Question 5 This question helped with

establishing where my audience
watches the music videos, since with
our digipak and poster task I showed
my poster in several places
throughout the streets and software
such as iTunes. This question also
helped with the actual construction of
these ancillary tasks since I could
include typography somewhere saying
Now on Scuzz for example in order
to appeal to our target audience, but a
large number of our responses
showed that due to technological
advancements, its easier to access
the things that they want on demand
via the internet for example.

Would you prefer to see a hybrid, narrative

or performance based music video?

Question 6 This question gave us a more indetailed response about which shots were
valued more as part of the rock genre, which
was especially important in the pre-production
stages where we could plan whether we
wanted to include more performance shots or
narrative based shots. You can see that
Narrative and hybrid combined made near on
the same number as performance which meant
that although performance was more
dominant, in order to please everyone we
included both performance and narrative shots
but we made sure that there were a lot of
performance shots in comparison to the others,
as we felt this was a key convention of rock, for
showcasing the instruments and the passion of
the band.

What is the most important feature

for you to see in a music video?
Question 7 This question
allowed for us to decide
which feature of a music
video a person valued, with
this information I then
grouped it into smaller
subgroups in order to better
evaluate and determine
which features were
appropriate for both my
music video and my target
audience. Including in these
features which people would
like to see would develop a
sense of brand loyalty and
establish a fan base.

What encourages you to watch a

music video the most?

I asked this question in order to assist me

with the task where I showed my bands
music poster in multiple environments.
Since the responses were evenly spread I
tried to make my music video something
which was advertised, had a good front
cover and was something which people
discussed. The advertisements are shown
in a different task where my poster is
shown on iTunes as well as on a bus stop.
Making the music video something which
was to be discussed about links with viral
marketing and the uses and gratifications
theory of Blumler and Katz. With the use
of visuals within the music video,
exploring controversial but common
themes means we were able to appeal to
the personal relationships part of Blumler
and Katz so that people are more likely to
talk about our music video to their friends
which would mean our music video is
more likely to receive promotion and be
seen by a larger audience.