Evaluation 2 - Audience Feedback

What have you learned from your audience feedback?

We held two small screenings for a focus group where our audience could watch our music video and then answer a short questionnaire after the viewing. We had responses from five males and five females, all within the age range 13-57 – the majority being in the target group of 13-20 years. The first two questions were about the person filling out the questionnaire simply asking their gender and age.
We then asked questions based around the form of our video. The first question in this section queried the understanding of the video’s narrative. All ten people in our focus group told us that they did understand the narrative, which reinforced us with a feeling of confidence that we had created the narrative in a solid, clear way. One member of the focus group expressed that it was very clear and easy to understand, however, another suggested that it may become clearer if some form of title was included. This taught us that although we had made a clear narrative there are ways in which it can be improved through simple, yet effective, methods.
The following question asked the individual whether they thought that it was a good mix of narrative and performance in the video. To make sure that we got the best feedback possible we explained the meaning of this question and the different forms a music video can take. This ensured the focus group had a clear understanding of the question and could give a good quality answer. One of the males in the group commented that the inclusion of the two forms of video gave it a professional finish and made it ‘more emotional’. Other members expressed that it gave the video more depth. This taught us that it can be very effective to use more than one form of video as long as they are used in moderation and in an appropriate way.
A question was included in the feedback form asking what target audience they thought our video was aimed at. The answers came back in a very positive way with 8 out of 10 in the focus group saying teenagers (13-20) and 3 out of these 8 saying that they thought it was aimed at females. We learnt from this that we had achieved making the video appeal to our target audience as 80% of the focus group believed it was aimed at these people.
‘Do you think our video looks like a real life product?’ was one of our later questions for the focus group. Seven members of the focus group said that it did and looked professional. However, the other three claimed there could be; ‘some amendments made’, ‘possibly but it needed syncing’ and ‘if it stopped bouncing up and down’. This told us that we had made a good quality video however there was still room for improvement for it to be the best that it possibly could be, however due to complications with retrieving the audio track and filming schedules, some of these comments were expected.
We also asked our group what they thought could be improved. We did this so we could learn what we could improve on, or what we did well on, should we repeat this project. Some of the improvements suggested included; ‘facial expressions and acting’, ‘include opening titles’ and the most common suggestion was to increase the diversity of camera angles. We learnt from this that it is very easy to over use particular camera angles/movements, and this can have a direct effect on the quality of the video.
Finally, and perhaps most importantly, we asked our focus group whether they enjoyed watching our music video. 100% of the focus group answered that they did and this made us confident that we had created a video that was of a good quality that people would enjoy watching. Although all of our members did enjoy it, we are aware that this does not mean that it will be to everyone’s taste and everyone will enjoy it.