Evaluation - What have you learned from your audience feedback?

To get feedback on our video we did two screenings for a focus group, which would watch our video and then answer a questionnaire that we created prior to this. We got responses for 5 males and five females between the ages of 13 – 57, but most of them being in our key demographic age group of 13 – 20. The first questions were just general questions asking what their name was and how old they were.
The first question we asked about our video was ‘Did you understand the narrative?’. All people who were part of the focus group said that they could understand the narrative that we had created in our music video. This showed us that we had put the narrative across in both a solid and clear way. Members of the focus group said that it was very clear and easy to understand. Others said that it could be made clearer if a title of some sort was included. This let us know that, although our narrative was clear, it can be made clearer using very simple methods.
The next question asked was ‘Do you think it is effective to have a narrative as well as a performance in the video?’. We made sure that the group knew the different forms a video can take and the differences between. This ensured the group had maximum knowledge before answering this question. One member of the focus group felt that the two different forms gave the video a more professional look and made it ‘more emotional’. This gave us the understanding that the use of different forms in the video can be very effective but only if they are used appropriately.

We asked the question ‘What age group and gender do you think the video is suitable for?’ to see whether the video we created did fall into the age group we intended it too. Around 80% of the focus group put the intended target audience between the ages of 13-20, which is the age range we were aiming for. After reviewing this question we found that we had in fact created a video that would appeal to the target audience we set out at the start of the project.
Another question that we asked was ‘Do you think our video looks like a real life product?’. The majority of our focus group thought that it did and it had a professional finish. Conversely, some of the members of the focus group thought that ‘some amendments could be made’ and that there was a little too much ‘bouncing up and down’ on the filming. This let us know that the product we created was of an adequate standard, but also that some improvements could be made.

One of the last questions we asked was ‘What do you think could be improved?’. This was done to give us an idea on what could be done differently or the same if we were to do this project again. Improvements that were suggested ranged from ‘facial expressions and acting’ to ‘including opening titles’. But the main improvement suggested was to increase the variety of camera angles. We learnt that the overuse of camera angles can be spotted when watching the video and can have an effect on the end result.
The final question we asked, which we felt was the most important, was ‘Did you enjoy watching the video?’ Everyone that was involved in the focus group said that they did enjoy the video we had created, and think that other people would enjoy watching it too. Even though our focus group liked our video it does not mean everyone else will enjoy it, as it may not be their favourite genre of music/video.