Evaluation Question 3

What have you learnt from your audience feedback?

From our focus groups and web-based online surveys, that we conducted after we finished all the texts, with multiple audiences that ranged from primary to secondary and more, we expected to have understood and satisfied the uses and gratifications of our targeted demographics. We realized though, that some audiences seeked different things to what we had originally regarded.

We initially created audience profiles to help us during research and planning.

We had many ways available for audiences to send us their feedback. This includes feedback sessions where we recorded them talking about the music video, questionnaires on the music video and on the website and album cover.

The feedback session allowed us to gain qualitative feedback from primary and secondary audiences and discuss different aspects of the music video with the audience directly. We asked a range of questions ranging from talking about general likes and dislikes of the video, to questions about whether the music video inspired them to visit the website or generally learn more about the band which would help us understand whether we had a successful campaign or not.                                                                                        
We realised that our purple iconography was successful and the people we asked pointed it out as something they saw and remembered. 

The main criticism we received was that we hadn't differentiated the narrative from the performance enough. This meant that it was harder for the audience to understand what was going on at times, which in turn, meant that they could not suspend their disbelief fully in the diegesis.

Primary Audience Comments

This is a summary of all the comments our targeted primary audience offered us after the screening.

From these comments, I realized that:

• They all wanted to watch the music video again
• Most of them liked and understood the narrative
• They paid attention and enjoyed the costumes/props and settings. 
• Although they many not have entered the diegesis immediately, they understood the pop star and her story.

We also held a large screening and created a survey online to gain quantitative feedback. 

From these results we can see that:

• The narrative was followed well enough by all of the audience.
• Band identity was prominent, noticed by mostly all.
• They all liked the video in general.
• Most said they would at least consider buying the song after watching the music video.
• Most would watch the video again.

From this feedback, I can see that there is room for improvement in the music video when considering the narrative especially. Although the general audience thought the narrative could be followed, I feel like we could have introduced it better and it seems the introduction we included to achieve this was not good enough. I would re-evaluate this if I remade the music video.

WEBSITE

When it came to our website, the survey I conducted gave very clear answers to a few important questions.

Everyone that answered appeared happy with the navigational abilities of the website.

It seems that although we spent a lot of time creating an impacful brand with our colour scheme and imagery, we should have spent more time creating a more visually appealing website. We could have included a larger variety of shades of purple and reduced the clutter of the home page.

Most people thought the website had everything someone would expect from such a site.

Finally, I asked if they liked the website over all, and they all seemed happy to say yes.

ALBUM ART

Throughout the focus groups and surveys we conducted in real life, we also showed the audience the four panels of our album to see what they thought.

Here are some examples:

Do you think this represents an electro/rock album well?
Most people said they definitely saw the electro aspect, but they didn't get the rock side. They lent more towards pop but some said that considering this is a mixture of both genres, the album cover does justify the concept.

Do you notice similarities between the album and the music video/website?
All the people asked noticed the purple and the triangles meaning that our branding was successful in a sense as they remembered the purple from all texts and also the triangle shapes in our website.

Would the album stand out in a shop?
Most people said yes, the conceptual aspect of the anonymous face and paint is something that appeals to them and they would find interesting. They also liked the triangles in the foreground of our inside left panel. This represents the needs of a contemporary audience that we didn't know we had portrayed, although we aspired to a similar goal. 

Can you rate the album out of 10?
Out of all the scores, we got an average of 8, with some people commenting that the imagery inside, although fun and visually striking, did not represent the genre well enough. This is interesting as we wanted to portray each band member as an individual, but it seems we could improve on that aspect.


Conclusion

As most people wanted to look up the band online, and also enjoyed the websites and album art, the aim of persuading audiences to spend their money or at least lead them towards that path was successful.  as each of our products in turns promoted each other though a synergistic campaign.

From the feedback we gathered, I can see that we targeted the correct audience demographic and understood the needs of a contemporary audience. Although, as our narrative was the bases for pleasing such contemporary audiences, showing them the music video more than once and asking what they noticed each time would have helped us understand what our target audiences picked out each time so we could see what we could have changed to intentionally present to them what we wanted them to see first.