Evaluation Question 3

What have you learned from your audience feedback?

During the planning stage of our portfolio we conducted some primary audience research in the format of questionnaires. We asked questions such as;

• What motivates you to buy a song?

• What would you expect to see in an ‘indie’ music video?

• Would you like to see a music video filled with girls, alcohol, sex and a live band?

• How often do you watch TV channels such as MTV and Viva?

• How would you like to see the main character in our music video styled for a magazine cover?

• What do you think would make an effective album cover?

We informally handed these out to some of our classmates because we felt they were roughly the same age as the market that we were targeting. We felt these questions were appropriate as they helped, during the very early stages of planning, to give us an idea as to whether our initial ideas were suitable. We only had 10 respondents to our questionnaire which may not reflect a wide demographic, particularly considering they are all from the same school as us and of the same age (17 to 18) and so may have quite similar opinions. Upon reflection, I think we should have of done even more audience research, possibly showing our potential audience some of the test shots and storyboards that we had done in order to get some more feedback which could be more specific. However, on the whole we felt we had successfully achieved the support of our target audience with the feedback we were given as they seemed to agree enthusiastically with the ideas we presented. For example, some of the responses to questions asked about how the character should be styled for a magazine cover included; 'Rugged and sexy' 'Smart and stylish' 'Retro/young/black and white' – very similar to what we already had in mind.




The post-production audience research that we conducted indicates that we met our audience’s needs as we had mostly ‘excellent’ ratings on our video and generally people decided that as a result of seeing the video they would want to buy the song. We created a questionnaire online using Googledocs. Ultimately, this means that it was a success as essentially a music video is a marketing tool to spread the word of a song and so if it makes them want to buy the song, a record company would be satisfied. Although we did get one ‘awful’ rating this was strongly outweighed by the positive results, so it’s likely that this was an anomaly. As a result of the feedback we got, I am quite pleased with how audiences received our product and think it is a good testament to the hard work we put in.

Click here to view our post-production audience research in spreadsheet form