Rather fortuitously, yesterday afternoon we were able to gather a group of 12 peers and screen our music video to them, before asking them some questions about the piece. Some of the questions for this focus group had been thought up before we shot the piece, whilst others were made up on the spot. Cameron asked the questions whilst I filmed the sequence to ensure that we would have more than one attempt to record the data in case we missed anything out.
In total, we asked six questions:
Did the video conform to the genre?
This was probably the question where we had the most mixed reviews; although the majority of the people said yes to the question, two people both said they were confused as to why paint was being thrown at Cameron, but nonetheless said that they had enjoyed the shot. One person said that they thought the camerawork - particularly in the studio - was fantastic, whilst another said that the backlighting in the studio gave it a 'tour performance' feel.
After watching the video, what image were you left with?
For this section, the image that seven of our group were left with was the shot of paint being thrown at Cameron, whilst another thought that the slow motion shot of paint dripping from Cameron (inspired by Martin de Thurrah) was their most iconic shot. Other highlights for our peers were the shot of myself screaming into the camera, the jump cuts, archway shot and opening performance.
Is the video a good promotion of the track?
One person said they were uncertain as to whether or not the music video worked with the track, but elsewhere there was unanimous support for our video and the Keep on Your Dress soundtrack. One suggested that it could be enhanced was promoting the band within the video - by placing 'mock up' posters or similar within our music video.
What word or emotion did it evoke?
Again for this question there was clear support within the group for once word - rebellion, which was chosen by half of the group. Similar words such as anger and frustration were also chosen, with the only off topic choices being inspirational and indie.
What stage do you think the band are at in their career?
The majority of the group said that from watching the video purely, they thought that the band were at the beginning of their career, as the video had a small home-video feel to it.
Did you enjoy the video?
To our relief, our music video got the thumbs up from all of the people we surveyed.
For us, the next step now is to interpret this data and look at what that means for our evaluation - what can we gain from this research? We do however intend to continue to our audience research, with another potential focus group for both our music video and digipak/advertisment designs, and a possible questionnaire to give our research more credibility and validity. As our video has also been posted on Youtube, we can gain response from this source - through video likes and user comments.
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