Task 3 extension
- 1. WHAT HAVE I LEARNT FROM AUDIENCE FEEDBACK? EVALUATION TASK 3 EXTENSION — Andrew Jensen
- 2. HOW DID YOU GATHER YOUR DATA? ▸ We conducted a focus group. ▸ There were 15 people in our focus group, consisting of males and females aged 16-18 (our target audience) ▸ We showed all three products of our campaign to the focus group, and then received qualitative feedback. ▸ We noted down their feedback and made graphs and drew conclusions which are published in the post above.
- 3. HOW DID THE DEMOGRAPHIC + PSYCHOGRAPHIC PROFILE AFFECT YOUR RESULTS? ▸ It was evident that those that fit under the VALS psychographic segmentation of Trendies and Groupies responded differently to the product than those who had traits that were more like Rebels or Drop-outs. ▸ Our products received a more positive reception with the Trendies and Groupies, whereas Rebels and Drop-outs were more critical about it. ▸ In addition to this, we only used a young demographic, who would be more likely to like our product (female pop) than those perhaps from an older generation, such as 60-80.
- 4. ADVANTAGES + DISADVANTAGES OF OUR RESEARCH ▸ Advantages: - We received detailed feedback - We were able to change our product to suit the needs of our target audience better, because we received the feedback from our target audience. ▸ Disadvantages: - We only picked a small group of people, mostly of which were white British people, of the same age. - In addition to this, the qualitative data obtained was subjective, as it reflected what one person in the group felt, rather than a majority.
- 5. STRENGTHS OF MY CAMPAIGN — FROM FEEDBACK ▸ It was evident that out of our three products, our strongest product was our music video. ▸ The audience said that our music video was engaging, and was like similar products in the same genre. ▸ In addition to this, they said that both our music video and digipak adhered to the pop genre conventions. ▸ We also received feedback that all three of our products worked in synergy, in that they were all “very much alike” and so created a larger impact overall.
- 6. WEAKNESSES OF MY CAMPAIGN — FROM FEEDBACK ▸ One weakness of our campaign was that in our music video, the costumes of the dancers seemed to be “plain in comparison to our lead artists’ outfit, which was more regal. Our focus group thought this was strange and should be replaced. ▸ We also received feedback that our digipak was “simple” and that it wasn’t as engaging as our website and music video. This led us to change our digipak entirely to something more exciting and colourful.
- 7. ENCODING AND DECODING IN TERMS OF MY FEEDBACK ▸ According to Stuart Hall’s reception theory, we realised that a majority of our audience had preferred meanings of our products, in that they accepted all our intended meanings. ▸ For example, we placed our artist with a male in close proximity to convey they were in a love/a couple. ▸ On a review after the video, all members of our focus group saw that the two were a couple. This means that our encoded meaning was successfully decoded by our audience, and had the intended meaning.
- 8. USE AND GRATIFICATION THEORY ~ LAZARFELD, BLUMER AND KATZ ▸ We noticed that for most of our audience, our products, and in particular our music video, acted as a diversion to our audience. ▸ This is because they seemed thoroughly entertained and entranced in the product - which looked more at beauty and people rather than everyday life ▸ In addition to this, we recognised that some some of our female focus group members identified with our artist, and so our product was used as a means of personal identity for some the female audience, especially those more concerned with their appearance.
- 9. WHAT READINGS WERE PRODUCED BY YOUR AUDIENCE THAT WERE PREFERRED, NEGOTIATE OR OPPOSITIONAL? ▸ Most of the readings we received were preferred, in that our audience agreed with the ideas we presented, didn’t challenge anything in our products and generally seemed to be enjoying them. ▸ However, there was one or two people who were some who had some readings that tried to negotiate with the products, in particular our website, as they felt there was too much going on, and that pop stars usually have minimalistic and simplistic websites.
- 10. CONCLUSIONS ▸ The feedback we received made us move in an entirely new direction with our digipak, as shown on the next slide. ▸ In addition to this, their suggestions gave us ideas on more interactive features to include on our website, such as mailing list requests and Instagram promoting. ▸ Overall, we received valuable feedback from our focus group, and particularly the qualitative results we collated were useful in us addressing our audience more directly and engaging them more than if we had left our products as they were.
- 11. New Old