Evaluation Question 3 - Audience Feedback

Once we had finished our music video we presented it to a focus group, we asked open questions to get thorough data and feedback and we also gave them all questionnaires to get more specific answers of what we wanted to know about the music video.

Qualitative research is information that is gathered that is not in a numerical form. Common examples include, diary accounts, open-ended questionnaires interviews and observations.

Quantitative research gathers information in a numerical form. This information can be collated into groups, categories and and orders. this type of data can be used to construct graphs and tables.

The questions that we asked included:

Did you enjoy the music video? - what worked well?
What would you change?
What was the narrative of the video?
Does the video fit the genre of music
Do you think the video was cut to the beat?
Do you like the editing?

We were presenting our final piece so we knew the focus group would only be picking out the smallest of details to be changed or to criticise because we had already followed the feedback previously received. The main feedback that we received was very positive. People had lots of good things to say for example how upbeat, original and amusing the video was. 


The points from our feedback that stood out the most was the divided preferences, we found that the reason the boys enjoyed the video and the bits the liked the best was the superhero, narrative element, from our research we were aware that there would be a preference of boys towards the superhero because it seemed that at one point or another in most of their lives they wanted to be a superhero therefore watching someone else dress up and pretend to be a superhero gave them a nostalgic type of feeling. 

The girls on the other hand enjoyed the performance element a lot, we found that the casting of our character Connor James was very good as most people appreciated his young and charming vibe while at the same time finding him very attractive. This was one of the aims of the music video, we wanted to appeal to all 12-20 year olds of both genders. Therefore we incorporated the information we found out during research into how to interest all types of audiences.


During the focus group we wanted to know if the group was able to decode the idea of the music video. We had encoded a narrative into our video that we felt portrayed itself very clearly. When asked what they had thought the video was about they were able to give clear answers based around the idea of 'A superhero in London' and 'The child in all of us'. These answers showed us that they were able to de-construct the meaning of the video very easily to understand what we had wanted them to about the video. It also shows that we had been successful in constructing a music video that our target audience were able to connect with and enjoy.

Some thoughts that were given included, switching the shots around a bit to make the video more upbeat and jumpy. We had previously thought about this idea but felt that it did not fit with the tempo of the song and that it look messy and unprofessional when we tried to cut shots not in time with the beat. 

Another idea was to end the video with the superhero going back to his home to give it a cyclical feel and tie off the ends, we felt that although it was a good idea we preferred to leave the narrative out in the open, we wanted to end it on an artistic shot of the Ironman character as we felt he represented the fun and exciting side to the music video.

The aspect of the music video that got the most praise was the editing side of it. People appreciated the way the narrative flowed and the way the performance interjected at specific times throughout. They thought the jump cuts created an upbeat vibe and made it exciting. They felt the lip-syncing was accurate and the cuts were on a beat. The enhanced colour in the narrative side was found to be very appealing and noteworthy.

However, another comment that was made about editing was the fact that we could have included a wider variety of shot types for the performance element. We had used mainly close-ups on the face and chest area of our star Connor james for the sole reason of attracting our target audience.

We asked each member to rate the video out of 10 and the average mark was 8.5/10.

Finally, we also posted a survey monkey which was available for anyone who had seen the video to answer, the results are as follows:

Lastly, After uploading the video to YouTube we were able to analyse the demographics and view count that our video received. From this we were able to see that our main target audience was a considerable viewer of our video. This is important as we had been successful in creating a media product for a specific target audience.

Here is a video of groups of people representing our target audience responding to questions we drafted to better understand the types of things our audience likes.