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We used audience research when creating our digi pack and website in particular. We studied particular similar artists and their styles, and looked at a variety in order to gain the best understanding of what makes up a great website/digi pack. We presented our findings in blog posts, making it easy to refer to in the production stage. We also used audience research heavily in the beginning stage of the project to research conventions of music videos and different genres and style, which led us to what we decided to do for our final outcome. Audience research was incredibly useful for gaining an understanding of what makes a professional promotional campaign, and we were able to understand the conventions fully before production. We also gained new exciting inspiration which led us to some of our more creative decisions and experiments. Audience research was different to feedback as feedback came directly from our audience where they had answered a series of specific tailored questions, or were giving their general feedback on our products. This was useful as we were able to adapt certain sections of each product, and really tune it for our target audience. However, research research was what led us to the point of production and without our audience research of what our audience stereotypically likes (through looking at real life successful examples), we were able to create something which was similarly compatible with our target audience and meant we just had to make minor tweaks in the end to our video, instead of a lot more, as we already understood the needs and desires of our audience.

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14. Audience Feedback on our Axillary Texts 

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14. Audience Feedback on our Axillary Texts 

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Digi Pak: We got a range of feedback on our Digi Pak from our audience. The majority of the feedback consisted of us not using typical conventions such as a variation in font size, accurate use of language and showing awareness of layout and design of the overall Digi Pak. As a group we discussed how we could meet these audiences expectations but also keep it unique and different from anything else that has been produced. Therefore, we kept the font variation minimal so that as a whole it looks professional and we also used artists statements about how the record was produced instead of song lyrics for the song without lyrics.

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A screen recording to illustrate the changes made to the colour, from warm to cool, in the final shots to convey the idea of a relationship moving from warmth and happiness to coldness. This is also to illustrate the changes we made to the argument scene, increasing the editing pace to make the action music clearer and convey a much more obvious sense of anger and panic to the audience.

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Uploaded by McFoLowes Media on 2017-01-16.

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Overall, we found audience research to be particularly important and useful in developing our music video and making big decisions. It enabled us from beginning and end to have 'fresh eyes' look at our work and we were able to reflect on their feedback and look at our own work from a new perspective. We were able to understand whether our narrative was clear and by understanding which bits weren't clear, we could adapt and tweak it accordingly. Audience feedback was so useful as our music video was conceptual, and we had such a clear vision in our head, sometimes we got carried away and we were concerned what we wanted to portray wasn't clear. Therefore, receiving feedback either relieved us or made us aware of changes that needed to be made which was very useful. Feedback was also so important as we were making a promotional campaign for a specific target audience, therefore we were able to create tailored specific questions to get exactly what we wanted to know and receive feedback on, directly from our target audience. Our general feedback was also just as useful and important as we were able to get first impressions and responses from our target audience easily. This meant when making our promotional campaign, we were able to act on our feedback which came directly from our target audience - making it tailored and even more suitable for our audience, therefore research has been so valuable to our project

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Q3: WHAT HAVE YOU LEARNED FROM YOUR AUDIENCE FEEDBACK?

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Q3: WHAT HAVE YOU LEARNED FROM YOUR AUDIENCE FEEDBACK?

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8. Are there things the audience spotted which we didn't?

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8. Are there things the audience spotted which we didn't?

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One audience member noted that the change of lighting should be more subtle, which we hadn't taken into consideration to make the narrative more subtle and show the development and build up of the destruction of their relationship more evident. This could be because we all know the storyline and thought the sudden change would help emphasise it, however, on reflection after this comment we realised that integrating it throughout and subtly may be more successful in portraying our narrative.

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11. Are there things we would have done differently? Why?

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11. Are there things we would have done differently? Why?

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We would have perhaps used audience feedback during the middle of our editing process more which would have perhaps made our music video even more well-suited to our audience, as we could have made more interesting and significant changes early on whereas that was harder to do closer to our deadline. It would have also been better if we had incorporated social media feedback about our work earlier on in the process. This would have engaged our audience from the beginning of our project and possibly would have been more willing to give in depth feedback and would have knowledge of different options, such as before and afters etc. However, overall, we are pleased with our use of audience feedback and pleased with how we acted on it, even if they were minor comments. We tried to change as much as we possibly could, within reason, to try and enhance and perfect our music video to our particular target audience. We would have also like to have included audience feedback into our digi pack and website, so we could know for sure what our target audience thinks etc and what they would change. In order to prepare for our final deadline we will be doing more of this.

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Draft Music Video to Numb and Getting Colder, By Flume

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13. What did it tell us? How did we tweak our video to suit it?

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13. What did it tell us? How did we tweak our video to suit it?

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For our draft hand in, we also questioned the acting and whether the pace of editing was too slow which didn't't quite create the impact we wanted. Although mostly positive, saying that most were content with the pace, one audience member feed back saying they wanted more fast paced editing and more cuts to create a more dramatic atmosphere. We took this into consideration and decided to emphasise our montage scene more which highlights and argument, by shortening the clips to create a faster pace. We also fastened the pace of the last few scenes by not only including shorter clips but also playing with effects such as reverse, which created a slight different and rigid nature to the movement which looked effective and having sped up the clip it turned out fast paced and dramatic.

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12. What did it tell us? How did we tweak our video to suit it now?

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12. What did it tell us? How did we tweak our video to suit it now?

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As well as giving us general tips and changes when we were developing and editing our music video, it also helped when finalising our draft. Our final piece of feedback we got before our draft hand in allowed us to see whether our narrative and concept were strong enough to portray what we wanted it too, and also whether our general concept made sense. As lighting was such a key part of our video we wanted to ensure that it was clear what we were trying to do with it. We asked a specific question: 'is the change of light fitting with the music and effective?'. as well as: 'is the change too obvious?'. We received fairly positive feedback which reinforced the lighting was strong however some suggested it could be more subtle which we took into consideration and ended up integrating blue shots within the beginning and throughout too.

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Our research was so important to us as it enabled us to understand specifically what our audience wanted.We were then able to incorporate it into our own work, for example we received feedback from a pitch of our idea telling us that they would recommend that the song was shorter, in order to make it more interesting and so it doesn't drag on: (see picture).

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We also posted it on YouTube. Not only did this allow us to receive feedback via the comment section on the video (which we made public so everyone could do so), it also provided us with a link that we could post on social media and also email directly to people. This made retrieving feedback so much easier and more precise.

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We also used social media as a form of getting feedback. Our target audience use social media heavily and therefore, it was incredibly useful and precise in targeting those who we wanted feedback from. We posted it in on all of our three different personal accounts, and therefore gathered 3 different sets of feedback which was useful.

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After going through our audience feedback from surveys, we decided to write it up in a word document which would make it easier when reading through it and referring back to it during our editing process. This feedback below in particular was from a class pitch where we proposed our initial ideas at the beginning. We learnt from this feedback in particular that we needed to cut down the song as any longer than 3 minutes would not only be hard to film for, but also be not as interesting. We also learnt about peoples opinions on our ideas, and they thought our concept was clear as long as we made it evident the relationship was toxic.

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The feedback after a test screening

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The feedback after a test screening

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We used questionnaires and test screening as our methods of retrieving feedback. Questionnaires were effective as we were able to include photos and videos to display what we wanted to ask specific questions about - making it easier to get precise and accurate feedback. Questionnaires were also useful as we could use it for a variety of things, before filming, during editing and our draft outcome.
We also used test screenings followed by a series of questions in relation to the video, which meant that whilst the video was still fresh in their minds we could get an immediate response and opinion on the video and sections we wanted to change.