Evaluation Question 3 - What have you learnt from your audience feedback?

After our media product was finished, we decided our target audience would be 15-22 year olds of both genders. This was because the rock genre is more popular with young adults e.g. Paramore, Green Day, Fallout Boy etc. We wanted to know whether we had chosen the correct audience group, and whether the age range was appropriate in order to know whether our album would sell, and whether our music and brand would disseminate and appeal as widely as we hoped. Using SurveyMonkey, we created surveys to gather feedback on our music video, album cover, and website.

Audience profiles for "The Defiance" from Shobnam

Music Video

This was the easiest way to converge quantitative data such as percentages of people who liked/disliked the video, statistics such as the audience age groups, and also qualitative written responses.


This is the survey we sent out to our audiences

Most of the participants were of our target 15-22 year age range

Age was an important factor to ask about, as we felt it would be useful to be able to differentiate between responses from different age groups. We could them oversee how the target audience age range responded to our music video.

We received an equal spread of data from both genders, This was also important as we did not want to exclude either gender, but wanted to investigate whether the music video appealed to both or was more catered to one.

Below are 2 comparison charts (made on gliffy.com) of responses from our target audience of 15-22 year olds. Female responses are red, and male responses in blue (Stereotypical gender colour roles yes, but most common). 

The girls had a range of likes for our video, including style and narrative, while the boys were more critical of the technical aspects e.g. camera movement.

On the other, the boys enjoyed the performance parts of the music video, and the members of the band, but disliked the
narrative storyline.

Looking at these responses demonstrates that though we had intentionally wanted to appeal to both genders in our age range, the video had somewhat appealed to both, but also somewhat fallen short. Most of the female participants commented on similar aspects that they liked or disliked, as did the males. Therefore, in trying to broaden our audience, we had actually caused our music video to appeal less to either gender. It is worth noting that perhaps we should have focused more on one gender group, and thus catered our music video more specifically to that gender.

Another use of audience research is that we could investigate how our audience interpreted the message of our music video. Their interpretations of out main themes are as follows:

These are various snippets or themes that all of our respondents picked out - Made on wordle.com

These are a few of my personal favourite responses:

Meet Torin the Cynic:

Made on pickaface.net

"A young tramp, busking for 10p coins, a drummer that jumps over bannisters when it's seriously unnecessary and a girl that does homework dressed like a secretary and should probably get anger management lessons (and a new phone), meet through strange posters that have been plastered an exorbitant amount on walls (including one in shobnam's room?!) and through letterboxes. They then go to audition having never practised together, and yet somehow (because they must simply be musical geniuses) they win (woo!!)"

And Leo the deep-thinker:

"It was a coming-of-age story of someone who, against all odds, turns to the power of music to express themselves. Having heard the horrible message of hatred and murder, the public turn on this person, trying to silence them. BUT THE ARTIST FIGHTS BACK, and establishes a new order where misery is life; all to please one person, The Artist. Long may The Artist reign. \m/"

Secondary Audience

Not only could we  review out target audience, but among these surveys, some were taken by our secondary audience of 22-30 year olds, and even some over 30s. This told us if we had been right to exclude anyone over 22 from our target audience group.

Here is a response from a 26 year old female working in a bank: (Made on voki.com)

This goes to show that the feedback we received from our target audience carried through our secondary audience as well. The response was the same as the 15-22 year old female group, therefore perhaps our target audience age range was slightly limited.

Using this feedback, we were able to deduce what our target audience wanted from our music video and in summary realised that our shots may be too fast at points, and also sometimes too dark. Furthermore, many people said that there were not enough CUs of the lead singer. Though we wanted to allocate equal screen time to the 3 members, this did not appeal to the audience.

As a positive though, most of the female audience appreciated the message behind the video, while the males coined it as "cheese" and "naff". Moreover, Most of the audience appreciated the styling of the band, and commented on the physical appearance as well as the quality of performing and acting.

Album cover and Website

We also carried out surveys to see if our album cover and website appealed to our target audience. We again included questions to receive quantitative figures to give us a general consensus, but also qualitative answers for more detailed and specific feedback. The following are data graphs and charts created using infogram.




In summary, the background of the album cover seemed to appeal, however the harsh blue colouring and fonts did not. This could be because of the mismatch to our band logo. The responses also suggest difficulty in understanding immediately what genre The Defiance is. This could be because there were no images of the band with instruments or because of the inside panel images. They images on the inside suggest a more fun side to the members of the band, therefore perhaps not connoting the rock genre efficiently, rather a pop/indie/ alternative type genre.





Again with the album the font and colours/general style seemed to be the least appealing factor to the audience. Like with the different font on the album cover, some of the website fonts were not synergistic with the other products. Furthermore, we tried to keep the design simple, so as not to portray a too flashy or bright image of the band or mistake our genre, however the audience expected a more "interesting" design. This could be fixed maybe by adding more interactive features such as moving images (gifs), opportunities to listen to more songs (although impossible in our media project), and the galleries could be fixed so that the images didn't cut off.

All in all, the campaign on the whole successfully promoted a rock band, but could have been more clear in terms of the look of the album cover. Synergy between the 3 products made for a consistent "The Defiance" brand overall. The chosen target audience appeared too broad gender-wise, but correct perhaps even a little niche age-wise. From the feedback, if we catered more specifically, the target audience could be either males or females from 15- 25 (or older depending if individuals were rock fans to begin with).