What Have You Learnt From Your Audience Feedback?: Evaluation Question 3

WHAT HAVE YOU LEARNT FROM
YOUR AUDIENCEFEEDBACK?
E V A L U AT I O N Q U E S T I O N 3
WHY IS AUDIENCE FEEDBACK IMPORTANT IN

THE MEDIA INDUSTRY?
After research and planning, audience feedback allows the producer
to understand the consumer. Their opinions are vital in shaping a
production and their feedback also indicates how successful the
product would be.
Reasons why audience feedback is important:
The producer learns what the audience want. As the product
needs an audience their interests are important to be successful.
To find a specific target audience. Some products are customised
for certain demographics, therefore feedback from a niche
audience would benefit the product and the producer is able to
understand the preferences more.
To improve any weaknesses of the product.
WHY IS AUDIENCE FEEDBACK

IMPORTANT IN YOUR PRODUCTION?
In my own production the influence of audience feedback is vital as I
conformed to their expectations and wants in order to attract them
to my product.
Through audience feedback I established my target audience
consisting of similar demographics instead of a mass audience.
Moreover I learned how to improve my production during postproduction and understood how to effectively attract them by
considering their opinions and changing some micro-elements in my
work.
AUDIENCE FEEDBACK
METHODS
QUESTIONNAIRES
Pros
The questionnaire was online and
easily accessible by respondents.
Respondents could complete the
questionnaire on their phone.
Able to learn demographics age
and city of the respondent.
General trends can be seen.
Cons
Some respondents did not take
the questionnaire seriously.
Some responses were too general.
A few respondents skipped
questions.
Unable to define terms for the
audience, in example electro.
Respondents were also friends,
answers can be biased.
RESPONSES - QUESTION 1
From this question we can see that the
majority of our respondents were female
as opposed to male. This begins our
demographics for our target audience.
This question is important for later in
seeing what kind of conventions of a
music video draw their attention to watch
and we may be able to draw similarities in
gender.
Here I also considered the use of male or
female gaze in my products in order to
attract the audience more. My responses
conclude that there should be female
gaze however this is not possible as I did
not have a male protagonist.
There is a strong result from those aged
16-21, this is valuable information to
condense a mass audience to a niche
audience with similar demographics.
Those with corresponding demographics
gives a higher possibility for the audience
to decode my text with similar hegemonic
readings.
Moreover this is an advantage as I too
also fit under this category thus it would
be easier to understand my target
audience and their preferences as I may
agree with them.
Many respondents lived in London in the
UK as opposed to anywhere else. The
purpose of this question is to see if there
are any links between our respondents.
This links to our my product as I aim to
use the mise-en-scene and location, using
famous tourist spots in London. This
provides evidence that our target
audience would be familiar to the location
as they are mostly residents of the UK.
As you can see many respondents favour
r'n'b and unspecified genres that we did
not have. Examples of other genres
according to our respondents are: Korean
Pop, Electro, instrumentals and all types
of genres.
General trends of preferences can be
seen here, this question is important to
learn more about the audience as their
responses may conform to the
conventions of their favourite genre.
This question links back to the previous
question to see what conventions the
respondents expect in their favourite genre.
This helps my music video as I use some
conventions they are familiar with.
I also related some responses to voyuerism

- "mildly sexual content", "with girl groups,
it would usually be a sexy concept with a
lot of revealing clothing". It is also
important not to forget the fact that many
respondents are between the ages 16-21
who most music videos are targeted at thus
suggests the idea that they all follow a
similar ideology.
What do you expect in a music video from

this genre?
RESPONSES - QUESTION 6 & 7

Many responses said a narrative/story influences the
respondents to watch a music video. The narrative
also has to be entertaining, relatable or good by
being unpredictable for the audience to be interested.
To interest my audience I used Strauss theory of
binary opposites and gave a narrative to my product.
The binary opposites of the character present her as
intriguing as she shows two sides in an utopian and
dystopian. Following a narrative, the artist is also
important to the respondents perhaps to identify with.
What makes you want to watch a music

video?
Q7 - How do you access music videos?
As you can see the vast majority use YouTube to access music
videos, this is because this website is solely for videos of any
kind which the media industry is also involved, exhibiting their
products here. As Gauntletts Web 2.0 theory suggests, the
consumers have now become producers who upload their own
content. Thus there has been a decline in music channels and
more on the internet video platforms such as Vimeo and
YouTube.
With this in mind, my target audience would probably expect
my product to be exhibited on YouTube.
RESPONSES QUESTION 8
Our respondents expect conventions such
as: strobe lighting, a DJ mixing and fast
paced editing. Although my product do not
conform to all of these conventions, I can
see they know some conventions such as
fast-paced editing and strobe lighting that
I have conformed to. My target audiences
understanding of the conventions of
electronic music is important so they may
establish the genre of my product.
To achieve some of these conventions I
used filters in my product to emphasise
more colours that no longer look natural. I
also played with saturation to heighten
colours. This is to conform to Richard
Dyers theory music videos demonstrate
genre characteristics.
What do you expect to see in an electro

music video?
RESPONSES QUESTION 9
The final question allows us to understand the respondent's all time favourite
with a brief reason that explains why. Many respondents enjoy narrative styled
music videos; 'plot twist' and a 'good story line' it seems as if they are
intrigued more to the music videos. Although my product does not have a
complete narrative it would be a linear narrative style music video as there a
sense of enjoyment from our respondents. Moreover my target audience
prefer strong aesthetics with vibrancy, this follows the convention of my
genre.
What is your favourite music video of all time and why?
FINDINGS OF QUESTIONNAIRES
My questionnaire provided fundamental opinions for my product. I first learned
the demographics of my target audience age, location and gender, this is
important to emphasise certain aspects in my music video in terms of the miseen-scene. The mise-en-scene such as location shots of London will therefore be
known to my target audience as my respondents are dominantly from the UK.
There is moreover a preference for narrative based videos with an interesting
storyline for the audience to follow, linking to the uses and gratifications theory,
my audience seem to look for entertainment in music videos which is what I aim
to satisfy. My product will also be exhibited on YouTube as most or all respondents
watch music videos on this platform.
To conclude the findings from my questionnaire proved to be useful for research

and planning my final ideas. It helped to shape my production suited to the
audience's understanding of music videos and the electronic genre.
FOCUS GROUPS
Pros
Focus group consisted of ages of
the target audience.
More detailed feedback as they
were able to explain without
restricted word limits.
Producer was with the consumers.
Able to see their initial reaction to
the test product.
Focus group were media students.
Cons
Some people were shy thus all

opinions are not expressed.
Others would speak more than
the rest.
FINDINGS OF FOCUS GROUP/TEST

AUDIENCE
For further improvement during post-production, I presented my product to a test audience who
consisted of media students. After watching my product their initial impressions and ideas helped
me improve to fit their needs which is important for a successful product.
Here are a few examples of what was said:
"Random but a nice type of random - unique in a way, I haven't seen it before but I like it."
"Bring in the thief (idea) a bit more."
"More shots, maybe stealing a bag on the train"
"Takes a long while to get to London."
According to the test audience they liked the narrative of my product where the protagonist was
encoded as a dark and mischievous character which was also encoded. To emphasize the
antagonist qualities they wanted to focus on the dark character and suggested to film more
footage like stealing objects more as I initially only had one stealing scene. After consideration I
did agree with my test audience and I filmed more of my central character.
I do believe the test audience benefitted my product as I felt as if my narrative was not strong
enough to interest my target audience however this session was useful for my product whilst in
post-production.
SOCIAL MEDIA
Pros
Vast majority use social media

especially the target audience.
Product is easily promoted.
Responses are also easy to
receive.
Cons
Many people can skip and ignore

promotions.
May not get enough responses as
expected.
FINDINGS OF SOCIAL MEDIA

Social media has revolutionized people's lifestyle today and as David
Gauntlett's Web 2.0 theory suggest the audience becomes
producers also. As they move from an passive to an active audience,
the responses from social media show general content from the
target audience on my product.
A few people commented on the effects such as over layers and the
change in vibrancy. The narrative also proved to be successful and
the use of an open ending allowed the audience to make their own
negotiated readings on the central character.
From the audience feedback through social media there seems to be
good feedback and less comments on what to improve. This does
prove to be useful as I can see that my target audience are
generally pleased with my product.
CONCLUSION
Overall my findings from my audience feedback
show my product to be successful, meeting the
needs of the audience through its narrative.
There is general content according to my
feedback and I believe the findings also improved
my final product.

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WHAT HAVE YOU LEARNT FROM

WHY IS AUDIENCE FEEDBACK IMPORTANT IN

WHY IS AUDIENCE FEEDBACK

I also related some responses to voyuerism

What do you expect in a music video from

RESPONSES - QUESTION 6 & 7

What makes you want to watch a music

Q7 - How do you access music videos?

What do you expect to see in an electro

To conclude the findings from my questionnaire proved to be useful for research

Some people were shy thus all

FINDINGS OF FOCUS GROUP/TEST

Vast majority use social media

Many people can skip and ignore

FINDINGS OF SOCIAL MEDIA

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