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Conceptual Stage

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Ned Sanders

on 25 February 2015

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Transcript of Conceptual Stage

Conceptual Stage
The conceptual stage refers to before we even decided what ideas we were going to work with. I had two ideas for a music video which I wanted to work with, so in order to test them out on an audience, I gave a presentation, showing them off.

My first idea was a comical narrative video about elderly people behaving like rebellious teenagers for My Chemical Romance's 'Teenagers' -
(blog post url)

My second idea was another narrative video with themes of sin and temptation for Cage the Elephant's 'Aint no Rest for the Wicked' -
(blog post url)
Me presenting one of my ideas to the class.
The ideas on my blog, with the videos and images.
My ideas got mostly positive feedback, especially the Teenagers idea, as it had comedic aspects. However, part of the feedback was that the idea wouldn't work because organizing would be too difficult - elderly people would be diffuclt to work with and the multitude of sets means that we would have to arrange filiming in a retirement home, a street and a country lane. Even in the studio, this would be too hard to arrange.
We even googled retirement homes we could use
and get cast members from.

There wasn't much feedback on the Aint No Rest for The Wicked idea apart from the fact that it might be too complicated and would involve filming in public, which may be difficult due to other people. If we weren't on a time/budget limit, I would love to film these ideas.
We probably would have used Guildford for Ain't No Rest for the Wicked, which would have been difficult to film in. This didn't occur to me when I came up with the idea but several people mentioned it in the audience feedback.
In groups of three, we pulled our ideas together and voted on which one we wanted to use. As the class feedback suggested that both of my ideas were impractical, we chose instead to go with Carla's idea of Woodkid's Iron. The video would involve a styalistic blend of medival and modern imagery.

We decided that this song was not a good choice as feedback showed that most people recognised it from both the Assassin's Creed: Revelations advert and an advert for bottled water.
Assassin's Creed advert
Volvic advert
For our rough cut stage, we organized a group screening.

You can listen to the recording, here (http://hurtwoodmedia13nedsanders.blogspot.co.uk/2014/12/when-company-want-to-test-how-their.html)

Rough Cut Stage
A focus group involves inviting a group of potential target audience memebers and getting feedback on your products.

In a focus group, the aim is to:

gain a fresh perspective on your product.
gain an unbiased opinion of your product - this means not asking leading questions and having your group come up with unprompted feedback and ideas.
see what your audience like and dislike, or what they would change.
We used a group of teenagers male and female, as this was fairly close to our original target audience. We showed them the digipak, the website and the rough cut of the unfinished video.

Digipak Feedback

"I like the colourful writing, I like the big black title of her name. I think maybe the pictures are a bit too much [...] I think it needs to be a bit more subtle, like you've got her eyes on the front, eyes on the back, face all in the middle."

"I like coloured letters but they're kind of like more pastel-y colours in a way whereas they're more bold."

Website Feedback

"I think the font could be a bit bigger and a bit more interesting [...] If you're kind of going for that pop vibe then maybe a bit more swirly rather than just the block capitals"

"Not quite so formal"

Video Feedback

"(I liked) The fade in and fade out and the whole thing how the editing fit with the music"

"I thoughts it's the only group out of these few who have matched the, sort of genres together"
The biggest constructive feedback we got was that the digipak and the website were not
similar enough and that we could put more effort into making the genre obvious throughout the three products.

In response to this, I edited the website and we started from scratch with the digipak. I mostly changed the fonts on the website, as well as tidied things up so that the writing was more visible and there were no pieces of content that were obviously asymetrical.
Gabe redid the digipak, making it less soft and pastelly as well as keeping the edgy, sassy image throughout
I edited the website, whilst looking at the changes
Gabe was making to the digipak so as to keep
them similar.
Evaluation Stage
Survey Monkey is a free online sercive that allows people to construct and send surveys. We used it to gain feedback from a group of strangers from a Jewish School in London.
What other artists do you think this act is similar to?

Who do you think this act would appeal to?

What does this video tell you about this act?

Do you think this is a single artist or a girl band?

What do you like most about any of the products?
We asked questions which would gain an unbiased answer. We knew that the feedback would be majoritively male, which was not our target audience. Ideally, I would like to have used a female teenage audience, but we made do.
We gathered the feedback from the survey. (http://hurtwoodmedia13nedsanders.blogspot.co.uk/2015/02/survey-monkey-feedback.html)

The feedback was mostly positive, with an emphasis on the sex appeal.

Strangely, although our target audience was teenage girls, the feedback was
that the intended audience was teenage boys. This is probably due to the
sexual emphasis and the fact that the people answering the questions were teenage boys themselves.
Whilst a lot of the answers were very constructive, there were some entertaining,
yet Juvenile comments, inclduing several people trying to give us their number, assumedly thinking that we were the girls in the video.

I don't feel that these comments damaged the feedback, but they did raise the point that not all feedback is valuable and reminded us that we probably should have used members of our target audience.
Full transcript