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

For our Music video we chose a target audience of 15-25 year olds of both genders. We conducted audience feedback throughout the process of developing our media product to improve it and  to make sure it appealed to our target audience. We also conducted feedback once our product was finished  to see how large our target audience could be and to see how large our appeal was to prepare for our marketing campaign.

Video:

In the early stages of editing we asked a randomly sampled group of our target audience to view the video and give there comments on what they liked and what they thought could be improved. The majority of the feedback was positive but there was a clear result that people did not understand the narrative as it was too complex. We then had a meeting as a group and started to whittle down our ideas to make the narrative simpler to follow. Once we cut it all down we had another feedback survey session. We then found that the majority could now follow the narrative and understood what was going on, which also led to getting a higher rating for in this session.

Once we had finished all of our sections of our product I conducted an online survey to be completed by any age and any gender online. I then received 66 responses and found that it was all very positive feedback. All the results for their rating of the video was a 7 or higher out of 10, and the average was 9.26. This is extremely positive and shows that our video has a really strong appeal to the audiences that watched it, that ranged between 17-52 years old.

Here is the data from my survey in a chart with the numbers in the table below

I also had this same group answer which target audience they thought the video should be aimed at. Our primary target audience during pre-production and production was 15-25 year old age group. We also had a secondary audience of 26-35 and a tertiary of 35+. From the 66 people that answered my survey I found that we have an extremely strong appeal to our primary target audience. We also have some appeal for our secondary and tertiary audience but it is clear that our video should be solely aimed at the 15-25 year old category as that is where it has the largest appeal.

Website:

For our website I created a survey via Twitter for anyone aged 15+ to check out the website, test it's ease of use and then give it an overall rating. The data that came back was a suprisingly huge amount of feedback from the 15-25 year old category. I also showed that the majority was positive and that they like our website and found it relatively easy to use. There were still a lot of responses that weren't as positive meaning that some people didn't like the design or found it hard to navigate around. In the older age groups the feedback showed that they, on average, preferred the websites design or accessibility/usefulness. The downside of the survey that I made was that I am unable to tell what the reasons are that some people rated it low. If I had time to conduct another survey on this scale I would include a comments box which would allow me to be able to change things that weren't desired by the audience. As I was unsure what the reasons were for people disliking the website I felt I didn't have significant evidence to change anything as I may ruin something that the majority
preferred.

Press the different age groups at the top of the graph to see different age groups survey results.

Overall I felt that our product was well aimed at the correct target audience as this age group gave us the most positive response. I was surprised however by how wide, age wise, the appeal spread. From the feed-back the thing I would have improved would have been the accessibility for the older age groups.

Rate the website from 1-10 on overall accessibility, design and usefulness | Create infographics