What have you learnt

from your audience

feedback?
Evaluation – Question 3
Focus groups…
Why are focus groups useful?
They draw upon people’s
opinions and attitudes
towards a subject.
Can get extended ideas and
thoughts that you might not
get from observing someone.
it is easier to gain more
information in a short period
of time in a focus group.
Broader range of info.
A focus group is a group of people brought together to
participate in a discussion about a specific product/item
before it is launched, or to provide feedback/ideas.
Are there any issues with focus groups?
focus groups are not as efficient in covering maximum
depth on an issue.
members may not express their honest and personal
opinions about the topic.
They may be hesitant to express their thoughts,
especially when their thoughts oppose the views of
another participant.

We, as a group found that doing a focus group really benefited us, we did it during the early stages
whilst we were planning to ensure that we were aware of ideas and opinions that our target age
group had. I think if we were to do this again, we would ask a wider range of questions to extend our
knowledge further.
Our focus group…
Questions we asked…
Do you listen to indie rock music? If you do, why
do you like it?
Two said they didn’t listen to indie rock music, one
said he occasionally listened and the another said they
listen to it a lot, particularly to the Artic Monkeys.
How do you think indie elements will be
incorporated through indie rock music videos?
One girl said that they often include bright colours
and give off ‘little implicit messages’. Often, the
video’s messages can be interpreted in many
different ways. often contradict the lyrics which is
a point covered in Andrew Goodwin’s music video
theory.
After watching the music video, has your opinion on
indie rock music changed?
One person said this proves their point that often indie rock
music videos are confusing and don’t make a lot of sense.
We decided to have our own focus group, we asked 4 year 12
students questions on the sub-genre, ‘Indie Rock.’ They were then
shows Artic Monkey’s music video for ‘Fluorescent Adolescent’. The
focus group finished with more questions to determine whether
their thoughts and opinions on indie rock music had changed.
Do you have friends that listen to indie rock music? Are they
different to you in any way?
They all said that they have friends that listen to indie rock music. One
person said that they don’t feel it has big influence on personality, it is
influenced by factors other than music taste.
Why do you think lots of different messages are trying to be
given off in indie rock music videos? One said it is good that indie
rock music videos do this, it makes them different because everything
within the music industry today is so mainstream and straightforward
and indie rock bands may be trying to be different.
Have you got any other opinions about indie rock music
now that you have watched that?
One person said that it seems intriguing and a challenge to
determine the messages the bands are trying to get across.
They are interesting, another person said that as well as the
music being good, the videos can be entertaining to watch too.
Asking people questions…
Why were individual ‘interviews’ useful?
 The people answering questions were more likely to
be honest, they didn’t have to worry about another
member of the group opposing their opinion.
 Allow the person asking the questions to gain a lot of
information in a short period of time.
Any issues with individual ‘interviews’?
 Sample size is limited so can get a limited
amount of information.
 May not get as many different responses,
people aren’t sat together as a group so they
can’t debate points against each other.
As well as asking questions in the form of a
focus group, we decided that we would also
ask questions to a few individual people about
the rock genre and how it can affect people.
What we learnt from one-to-one questions…
Listening to rock music can change the way you are
feeling, have an influence on what you wear and the
colours you prefer.
Rock music influences the younger generation more
than it does to the older generation.
It can be a social speaking point for the younger
generation and people are more likely to be friends
if they have the same taste in music.
Rock listeners are laid back and don’t have big
opinions on things. They don’t have opinions of
people that listen to different music.
 A survey is a list of questions on a certain topic/subject asked to
Surveys… individual people who then respond by choosing from a variety of
options given to them in order to gain thoughts and opinions from
many people in a short period of time.
Why are surveys good? Are there issues with surveys?
Surveys are useful because they aren’t biased, the People may not have much
knowledge on the subject they
person creating the survey cannot make people’s are being surveyed on so they
opinions reflect their own. They are looking for opinions may not answer honestly and
other than their own personal one. might pick random options
meaning the results aren’t
Surveys allow someone to gain large chunks of accurate or realistic.
information in a short period of time. For example, this could affect us
Surveys can be anonymous so people can give honest as a group because if people had
no interest in music and decided
opinions without feeling like they will be judged by other to say they would prefer bright
people with opposing opinions. colours in a music video, we might
then act on this and try to include
The ‘other’ option in a survey allows for more of a wide this in our video, meaning that we
range of opinions, people can give other thoughts/ideas are trying to tailor our product to
if what they want to say isn’t an option on the survey. someone who didn’t have an
interest and wasn’t being realistic.
 Stuart created a survey on music videos and music genres to
Our survey… determine people’s preferred genres and find out other things
about them such as what they like to see in a music video and
brands they like to wear.

We feel, as a group, doing a survey really benefitted us because it enabled us to make

important decisions about out music video.
The survey helped us to decide that we should target our indie rock music video slightly
towards the male demographic, and towards 16-24 year olds.
42.16% of people that we interviewed said that they like indie rock music.
We learnt that majority of people already had basic knowledge on the indie rock music
video conventions. For example, band shots/visuals, dark colours, unexplained narratives,
sense of an enigma, close-ups of band members, deserted/abandoned locations and dark
lighting.
 Here are some print-screens of our music video to show
Creating the video…. where we have incorporating the conventions that people
These print- said they liked and they wanted in an indie rock music video.
screen show
the variety of The quarry we used is a destroyed environment and after
looking at other music videos and doing out survey we found
band/performa that this is a key music video convention. However, the location
nces shots that isn’t urban, so we put a twist on the more common convention.
we included in
our video The print-screens from
which allow the our music video below
band members show close-up shots,
to showcase something that our This part of the video shows
their talents target audience said the unexplained narrative that
and give off the The print-screens above show the they knew was a we have included in which the
band’s ‘brand dark lighting that was used common convention. band members in indie rock
identity’ to the throughout some of the video to clothing meet themselves
target create this sense of mystery. dressed in white.
audience.