MS - Evaluation Question (3)

What have you learned from you audience feedback?

Within the media you are ultimately creating a product to sell to an audience, so it is vital that you give the audience what they want or your product will not be successful. In our case we were creating a music video. Music videos are created to help promote and sell the artist or band, so it is vital that your video appeals to your target audience or you will not promote the artist or band which is the whole point of creating the product. Our product can be for both focused and ambient viewing, widening the target audience. You could watch the whole video and really concentrate and try and understand and work out what the snake is all about, or you could just watch parts of the video as you are doing something else and still enjoy it.

We conducted our audience research at three stages throughout the project. The purpose of the audience research was to test our ideas to make sure we are on track, and so we could make any suggested changes before it was too late. We conducted our first piece of audience research prior to the pitch, to see what people would expect to see in our video. From our first piece of audience research we found that:

· People would expect to see the artist in the video

· They like the idea of stop motion animation, they thought it was 'innovative'

Our second piece of audience research was after showing the rough cut. The questions that we asked our focus group where:

· Did you enjoy the video and why?

· Does it stand up to repeated viewings?

· How do you perceive the artist/band?

· Name one shot you liked and why?

· Name one area that could be improved and how?

The findings were very successful. They were as follows:

· 100% of people enjoyed the video

· 100% of people thought it would stand up to repeated viewing

· People’s favourite shots were either the opening sequence with the reverse time painting, or the combat scene between the artist and the snake.

· The area that was brought up for improvement was the lighting in the video.

The final bit of audience research we used a Survey Monkey questionnaire once again. The final piece of audience research was just to check what the audience thought of our final product. From our final audience research I can see that:

· 100% of people liked the video and thought it could stand up to repeatability

· 100% of people thought the video fitted with the track

· People had mixed opinions as to whether this is an ‘indie’ or ‘alternative’ song

· Once againg the lighting was mentioned as a weakness

· Nobody thought there was anything missing from the video that they would of liked to see in it.

Although people thought that the lighting was a weakness of our video, we improved it as much as possible using the brightness, contrast, hue and saturation altering options in the editing software. The problem was that it took us so long to film a short sequence the lighting would change by the time we had finished. I think that people had mixed opinions on the genre of the video was more due to the weakness of the question rather then the video itself. Jack Penate belongs in the indie/alternative genre, and that was not an option on the list and you could only tick one box. Below is a screen shot from my Survey Monkey results collection page.