We planned for our core audience to be between 16 and 24 and to be fans of the genre. We also though our product would appeal to both males and females and would attract fans of both the indie/alt. and rock genres.
Throughout the entirety of this project we have collected a huge amount of primary and secondary audience feedback. In addition, we have also reached out for the opinion of discerning music fans, in order to enhance the likelihood of expanding the TA. Overall, the constant audience feedback has been crucial to the development and progression of my video and I can confidently say that it has been extremely beneficial to our attention to detail.
Brand Identity
During the process of establish our brand identity we decided to get a lot of audience feedback in order to create a relatable and interesting band that will be able to gratify our TA's need for personal identity and diversion.
Before starting the planning process I decided to interview fans of the genre and ask them about the key things they looked for in artists. I learnt that the identity of the artist holds as much impact as the sound they are producing. In addition to this, their comments caused me to start thinking in more detail about the band's outlook on the world and their passion for music.
Construction
During the construction period, we were constantly referencing audiences opinions and tried to make adjustments where practical.
Music Video:
When producing our music video we were constantly asking both primary and secondary audience members about our decisions. We did multiple focus group questioning sessions as well as distributing questionnaires in order to gauge opinion.
We also ask members of the target audience to answer to fill out a range of questionnaires, the document below is just one example:
Throughout the construction of our album cover we were constantly using audience feedback in order to develop and improve our ideas as well as helping with key artistic decisions. This questionnaire is just one of the many we produced to try and gather some audience opinions, in order to steer the development of our product.
Website:
Before starting the actual construction of our website, I decided that it would be a good idea to create several computer generated templates of a selection of different pages. This then allowed myself and Shayam to do one-on-one interviews with our target audience and see how they reacted to the layout of the site.
Overall, their response was very positive and 85% of all people asked identified the genre as rock, with the other 15% saying indie or punk. This statistic showed us that we were portraying the band's genre, and therefore their identity, very effectively.
Having said that, there was a small number of more negative comments that were regularly repeated:
1) They felt the font was too small and not bold enough which meant it lost impact and therefore lost the audiences attention more easily.
2) A few people that I interviewed said that they felt there was a lack of identification of the band and mentioned that the site would be improved if the band we shown on the homepage of the site.
3) Lastly, a lot of the people interviewed were unsure the complete black and white theme and suggested an input of color. However, this opinion was not necessarily negative, instead it was just a common question raised.
Overall, I was very happy with this feedback and I think it gave me a lot of valuable information to be able to improve my website. This audience feedback was crucial to the progression and development of our website as by raising these issues it allowed us to reflect our decisions and make adjustments accordingly.
Final Products
Once we felt that our products were close to being finished, we decided that it would be useful to do another round of audience feedback to make sure there were no significant issues with our products.
Music Video:
We used video interviews as a method to collect audience feedback for our music video. In hindsight, I think that conducting interviews was very beneficial as it allowed us to ask audience members a range of questions that were specifically related to their previous answers, in order to clearly identify the areas that needed improvement.
This video highlights the key responses we received and underlines the overall positive consensus.
As can be seen from this video our feedback was primarily positive, but we also managed to create a lot of improvement from their minor constructive comments.
Album Cover:
The album cover was arguably the source of the most constructive audience feedback. Through the site SurveyMonkey, we asked a wide range audience members, that may not have been accessible otherwise. We used a number of the website's questionnaire tools to create an effective and informative survey.
Website:
After the completion of our website I decided to get a large variety of people from our target audience to try out our site in order to see how they reacted to the navigation, styling and content.
This video is a compilation of a range of comments made by the interviewees :
We found out, through these video feedback interviews, that audiences opinions on the website was almost completely positive.
The Collective Package
I was very keen to ensure that our main product worked in symbiosis with our ancillary texts in order to strengthen the synergy of the package. As a result, I also expected that this would aid the cohesion of our brand identity.
I decided that I would conduct several 1-to-1 interviews in order to find out whether or not we had effectively achieved this intended effect.
Here are a some key notes I made based on peoples responses:
Most Significant Improvements
1) The concept in the paper scene has not been as clearly connoted as possible. As a result, there is a sense of ambiguity surrounding the true meaning of the video.
2) Some of the audience felt that the synergy between the front and inside panels of the album cover is not strong enough. Consequently, my various digipak representations do not work in complete symbiosis and therefore, to discerning fans it could be perceived as unprofessional.
3) In hindsight, I would have liked to produced a wider range of web tools and widgets in order to create a much more well-rounded and interactive site
Most Important Successes
1) The majority of our target audience really understood the brand identity we were trying to portray and in general, I think that they really liked and related to these representations.
2) Everybody could see the cohesion between all three products as well as the active social media accounts. As a result, our overall looked quite realistic and sophisticated.
3) A lot of people commented on Luke's high quality acting and said that the casting was very clever.
Despite this detailed list of improvement, there are a lot of successful aspects of the project and overall, in hindsight, I am very pleased with the final outcome of my project.
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