Evaluation Question Three- What have you learnt from your audience feedback?

Genre's of music our target audience listen to

Our target audience was predominantly teenage girls around the ages of 14-19 who would associate with the band aswell as finding them aspirational. We employed a multiplatform strategy in order to promote our video and gain feedback from our core target audience and a wider range of music fans and friends. Facebook (posts, shares and likes), Twitter (retweets), Youtube (views and data), Tumblr (notes and reblogs), Focus Groups, a Premiere Screening, web forums and and online questionnaire all helped us collect information on audiences opinions of our music video.

Examples of response to online questionnaire

Here is a screencast of me explaining some of the feedback we received via the SurveyMonkey questionnaire:



We also asked a small group of A2 media students what they thought of the video. Although they were mostly male and were not our core target audience, we still thought it would be valuable to gain another perspective, and in some cases a more technical and discerning analysis of what could be improved.




In summary:

What works well?

• Colour grading “The colours were bold and fun” “Love the black/pink/white” "I really liked the colours of the video... the pinks and blues could have hinted to the theme of girls vs boys, as semi-explored in the video”
• Well synced
• Camera angles and shot types “The camera shots of the faces, lips and eyes"
• Speed of shots (slow-mo to fast)
• Overall concept “The concept was fun"
• The staging “Visually, it was amazing”
• Narrative part fitted with lyrics well
• Performance set up
• Performance “The performance was really believable.” "Lots of attitude”
• Having both a narrative and performance
• "Hot cast"
• Different shot types “I loved the side shot on odelias hand while she sings into the mic”
• The pace of editing “It was fast and upbeat, similar to the music” “Set the pace and tone for the video” "The cuts were good and pacy and at the right moments overall.”
• Original idea
• The gender roles and portrayals “I liked the fact the woman were breaking stereotypes.” "The idea of the girls being in control fit the theme of the song well”
• Mise en scene; use of colours and lighting also set the pace, tone and mood.
• Lighting in the performance
• Look of the band “You look like rockstars!”
• The song title with the storyline
• Dynamics of the action “Cutting from just one girl singing to all three, switching from various shots”
• "The cutaways of the paint and brushes etc.. reinforced the narrative nicely"

What could have been improved?

• Clearer narrative “Needed to make it clearer that they weren't actually interested in him” “End could have been less rushed. We get that he's been stripped but its over too quickly”
• Better song.
• Better lighting
• Editing 'Was a little quick in some parts, might be hard to keep up with action to some” “I thought some shots were cut a little too fast, which confused me slightly. But, I understand how and why these shots were used to create the pace.”
• XYZ sign could have been bigger or less blank space around it
• End of the song could have been at the same time as the end of the video?
• A more developed story line could be an improvement.
• Lipsync “Some of the lipsyncing wasn't great but then neither is Britney's”
• More narrative vs performance
• Better quality of shot
• Maybe emphasise the guys expressions a little more, might bring more humour to the video if he was more enthusiastic?
• The grading didn't look quite right in places

Data Analysis

We also used the data from our YouTube video to monitor the demographic of the people watching our video. As well as displaying the geographical location and noticing that our video was being watched in a number of countries we also observed that the majority of viewers were female. The latest statistics [at the time of posting] showed that our video was most popular with:

Females	13-17
Male	35-44
Male	25-34

This data shows that we have successfully appealed to our core target market of teenage girls however we did not expect it to be so popular with 25-44 year old men...perhaps from this we could conclude that they are a possible secondary market, therefore creating the mens T-Shirts and merchandising was a good idea since it will appeal to them.

We also from this data noticed that nearly 43% of the total views came from mobile apps and direct traffic, and 24% of playback locations were from a mobile device. Therefore the decision to make a mobile website was a very good idea since our target audience clearly use these devises prolifically.