Evaluation Question 3: What have you learnt from your audience feedback?

To gain audience feedback from our target audience we used a variety of techniques. Putting the video and print work on facebook and asking for friends to comment was one method:





Most comments on Facebook were positive. They all thought that the video and print work targeted the audience clearly - it was clear who it was aimed at and was well made and finished. Most said it would encourage them to buy the song. There were a few small things that were said I could improve on for example the number of fonts on the magazine advert is maybe too busy and I should have stuck to 1.

What I learned from this feedback

Most replies to the questions we asked were of a preferred reading as what they said was what we intended to create - they enjoyed the production and thought it was a fun portrayal of the music.

This an example of a 'preferred reading' as it is exactly the impact we wanted to have on our target audience:



However, some replies were of a negotiated reading as they liked a large majority of it but there were a few things they felt I could have changed to make it better or that they didn't like. For example:




Different audiences use the media to gratify their needs. I feel that that audience, by watching this video, fulfilled their needs of belonging in a certain group. The fact the video relates to other videos and is a bit different and alternative gives the audience a feel of belonging to the 'indie scene'.

Those who know the band knew it was going to be a up-beat, quite light-hearted song so expected a corresponding video - and that's what they got. Those who didn't know the band but were interested in this genre of music expected a conventional indie video and, as i explained in the previous blogs, this is what we achieved but broke conventions slightly.

Another method of gaining feedback was to interview a member of our target audience about our video and print work. We filmed their response:



From these interviews I found out that the products we created attract the target audience and are what we aimed for, generally. The first interview in this video was mainly what we expected, however when asked 'do you think the video accompanies the song', we got a more oppositional reading as he thought that the cartoon, child-like style would suit a 'pop' song better than the indie song we chose. This was an interesting point and made me think about how different people could perceive it in different ways.
He laughed at various points throughout the video and said things like "that's cool!" which suggests that his need for laughter and entertainment were fulfilled.
The print work was well evaluated here and he felt i accomplished everything i intended and there was nothing he would change. This preferred reading was very encouraging.