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Q3. What have you learnt from
your audience feedback?
Firstly we carried out at the research stage of our coursework where we created a questionnaire asking people our age about indie-pop music. We aimed it at people our age, as this is our target audience.
In our questionnaire we asked 15 people what interests them about indie-pop and its videos, what they associate with indie-pop, what they look for in a music video, and what age range they feel indie-pop is aimed at.
We finally questioned them about Marina and the Diamonds herself, as this was the artist we were using. We carried out this research to gain a greater idea about what our target audience wanted in a music video and what they expected from/associated with indie-pop.
We felt this could help us make letter decisions about our music video, ancillary tasks and overall branding.
WHY?
For a product to succeed, it needs
to deliver what the audience wants.
To appeal to our main target audience, the planning decisions we made for our music video and ancillary task were based on the feedback we gained from our initial questionnaire. The response from our questionnaire told us that people like Marina and the Diamonds as she is unique and has a quirky personality. From this we felt we had to keep a unique element to our artist.
We incorporated all of these ideas into our music video and ancillary tasks by taking bright fresh photographs, using both narrative and performance sections, filming in an amazing 13 locations and producing an artist who is fun, upbeat and unique. By doing these we hoped to achieve something which our target audience would like and want to see.
We asked what their views were and if they understood the narrative. This was very important to us as we had 13 locations to consider. Our participants recognised that because we had a large variety of locations, the audience may lose focus or get confused about who the artist was, as Taylor looked different each time.
We chose the performance scene in the studio with the white drapes as this when the artist looks most natural, and is not playing a part in the narrative of the video. This is also when the performer has more of an artist identity. This decision made the video and narrative less confusing and more enjoyable for our audience, it also allowed the artists identity to be more established.
These were:
‘How is the video typical?’,
‘What makes it unique?’,
‘Does it work?’,
‘What’s impressive about it?’,
‘Could it be improved?’,
‘Is the pace correct?’
and ‘What genre is it?’
Overall we gained lots of positive
feedback, which we were incredibly
pleased about, as well as some factors
which could be improved, showing
that our earlier use of audience
feedback had paid off.
As to do so, you need to involve the audience
at every stage of development and use their
comments to shape and improve your product,
so it gratifies the audience and gains their final
approval. In the real world the audience’s
approval would translate into sales and profit.
Many participants felt that both parts of the ancillary task looked like they belong together, along with the video, as they were all linked through colour, character and personality. We also felt this to be true, and we are very pleased with our final products.
Ancillary Task Feedback:
Elements which could be Improved
The way which we incorporated the album into the poster was another factor our sample liked, as they said it was unusual for the album to become part of the main image of the poster, as opposed to a separate image in the corner.
Ancillary Task
Ancillary Task:
Positive Feedback
Many participants thought that the backgrounds of each panel
of our digipak could be changed, so that they are either all the
exact same colour or completely different. This is because all
are a slightly different off-white colour.
Another element our participants felt could be improved was to make
Taylor look as though she was actually stood against the white frames
on the poster. I also agree with this point as they look like they are
separate layers.
After completing the we also gathered audience feedback, some negative but mostly positive.
Overall
Many of the sample also liked how the name
of the album links to all of the photographs
in the digipak, rather than just the one song
and music video.
Our participants said that the lighting and editing on
our album and poster were impressive. They said the
photos looked sharp, fresh and professional.
. I am happy with my audience research
as it has most certainly helped us make good decisions
whilst creating our products, and highlighted to us
the positive and negative points of our end products.
These comments were well-informed and have
provided me with more knowledge into how to
produce successful products.
completeing
After
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our products we gained some final audience feedback, where we asked people several questions about our
initial audience research
video.
We knew this because:
• indie-pop is a new phrase mostly used by young people.
• People aged 15-25 download and buy the highest amount of music → the ones who affect the charts.
• Due to Pop being one of the most popular genres at the top of the Billboard charts→ this was our target audience.
Therefore, throughout our portfolio, we tried to inject a quirky personality into Taylor by:
The outtakes we had included at the end of our music video. People felt this was unique and fitted the indie-pop style perfectly, as it was fun and added a comedic element.
Firstly, many felt that more work could have been done with the chromakeyer on FinalCut Express to improve the quality of some of the green screen shots. I agree that the news broadcasting green screening could have been better as some of the sections around Taylor are fuzzy, partly due to the green screen being reflected on her from the shiny surface of the table.
Our choice of editing, as people said
it added to the quirkiness of the video. These edited
elements included the split screen where 3 Taylors are
shown on the same screen, the two quartered split
screens, and the reversal of the Monopoly money at
the start of the song.
Including the out-takes from filming in our video.
Choosing funny pictures of Taylor, where shes acting silly, for our ancillary task.
Positive Video
Feedback
Our clips cut perfectly to the beat of the music, the pace of the clips changing according to how fast or slow the song is. This was an element of editing we wanted to get perfect, as the clips according to the music and lyrics is what makes a music video look professional.
Another negative point was the quality of our night time shots. This is a point we also agree on, and one we tried to improve. However, the quality could not be improved drastically, as it was due to the poor lighting when we filmed.
Video Feedback:
Elements which
could be Improved
A final point which could have been better about our video was the lip synching and timing of a few of the clips in the middle of our video.
The video has a clear narrative was another element which some of our sample thought positive. This was important to us, as we thought our large variety of locations may confuse the audience. This is why we had added the ‘home’ location.
The use of the cassette player at the beginning and end of our video. Many participants felt this was a clever idea, as it made the music video unique and stand out from the rest and gave it a clear start and end.
editing
Whilst
Our initial questionnaire also helped us decide what our music video would be like, to appeal to our target audience.
our video, we decided to carry out some further audience testing before completion.
Asking our target audience what they associated with indie-pop music videos helped us produce our story board. We gained answers such as
Our results showed
that our target
audience wanted:
and of Taylor performing within the narrative scenes.
‘bright colourful images’
‘having various locations’
just narrative sections
‘experimenting with different contents’
Just performance sections,
We hoped that by having a video like this, it would appeal to our target audience and keep them engaged
‘being different/unique’
‘home’
From gathering this we decided to adopt a
location which would be returned
to regularly throughout the video
to help create clarity and artist
identity.