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Evaluation - Question 3

Focus Group Results

Matt Johns +

Francesca Andrews

  • We carried out a focus group screening of our music video to a sample of our target audience; in this case our peers, aged 17-18.
  • The purpose of testing it was to ensure that it met the expectations of the target audience, was conventional of the postmodern form of a music video, and to see whether it either reinforced or challenged the conventions of the indie-pop genre.

We encoded the text to portray the narrative of a ghost showing someone where her body had been dumped.

It was clear from our music video focus group that this preferred reading was largely taken by the majority of the sample due to the positive feedback and evaluation.

When we tested the advert and digipak in the same screening, the methodology we used was again questionnaires.

  • We again used the method of questionnaires, and the results stated that the video 'successfully told a story'.
  • We asked the audience to choose an emotion related to the video, and some of the answers included despair, anticipation and grief. This proves that we have created an capturing piece of work.

Concept Development

The main results were that both ancillary products reinforced the meta-narrative of the band, and that the images used made frequent references to the music video, linking them together.

As we are the same age as our target audience we spent time looking at music videos that interest us, without needing to ask anyone as research, and used conventions that we found in them to construct a narrative.

Results

100% of respondents thought the visuals matched the song.

94% of respondents understood the concept.

81% of respondents would re-watch the video, signifying that our music video is successful.

94% of respondents thought that the video, advert and digipak interconnect, due to the colour, mood, layout, font and themes.

Strengths:

• Vignette

• Lighting

• Emotion portrayed

• Symbolism of the necklace

• Mood/tone

• Locations

• Editing cut to the music

• Tension of running

• Performance

This meant that throughout the process we were able to refer back to other music videos as a guide, such as the following which we researched.

Weaknesses/things respondents would change:

• Focus in some shots

• Inconsistent exposure

• More varied shots

• More backstory and details

Pitching

Final Product

  • It was important to pitch our concept to an audience before production because if there was anything missing or not quite right our peers and teachers were able to say they don't understand a certain aspect of the concept.
  • This would help us work on these aspects to make a better concept.
  • This occurred during our pitch as some of the audience expressed their doubts on the concepts ability to stretch over a four minute song.
  • When testing our final product on our target audience, we sent out a survey from surveymonkey.com via social media such as Facebook.
  • The survey included questions relating to the concept of the video, the understanding of the concept, and the strengths and weaknesses.
  • We had 32 responses (17 female, 15 male), 84% of which were included in our target audience's age group.

http://prezi.com/kktv6shazfmy/?utm_campaign=share&utm_medium=copy

https://www.surveymonkey.com/s/W3LCFZF

Effectiveness of Methodology

Production Audience Research

The focus group sample were all aged 17-18, which was very much our target audience, which was a very helpful aspect of our pitching process.

The use of focus groups has been very useful, as we were able to get more than one persons' point of view on certain aspects of the production, and due to the conditions we were more likely to receive constructive criticism.

During production we frequently had people look through our work and current progress to get their reactions to the music video so far, as well as on our print media.

This was mostly done by simply asking someone to take a look, but there were also times that people in passing would take a look and explain their thoughts on the project such as what they would change, which we would take in consideration and most likely act upon.

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