Evaluation Task 3: Survey Monkey

To create our survey we used a website called Survey Monkey, a quick and easy way of creating surveys for free that can be sent to a variety of people through email or web link. Survey Monkey is a web survey development cloud based company. It allows us to collect the responses from the survey and analyse them to interpret our data and see what people thought of our campaign.

 



Below are blank templates of our survey that we have sent out to numerous different people who are both included and excluded from our target audience in order to gain a good perspective of who would watch our video.

 

Focus Group Improvements

Since gathering together a group of students and showing them our various products for our project we gained certain elements of feedback that would help to improve our work.

The main piece of feedback that I reflected upon and could easily work to correct was the fact that a person thought that the front of the digipak did not show off the artist or represent her boldly to its full ability. I was also told that the incorporation of the Banksy artwork of the kissing policemen may be slightly too controversial for the front of an album cover, especially when Rosie May is a new artist and the public are being newly exposed to this artist.

Therefore, below I have shown the improvement that I have made to the front of the digipak resulting from this feedback. To do this I employed my knowledge and skill in digital technologies in order to use the image manipulation program of Photoshop. I used the eyedropper tool in order to pick a colour from the surrounding background to replace the dark hues of the painted artwork stencil. I then used the brush tool in order to paint over the artwork with this selected lighter background colour as to cover up the Banksy graffiti.

Front Album Cover (before)

Front Album Cover (after)

Our Focus Group Feedback

DEFINITION:

Focus Group

a group of people assembled to participate in a discussion about a product before it is launched, or to provide feedback on a political campaign, television series, etc.

This is a video filmed of our focus group we gathered together in order for our group to gain more audience feedback. The focus group enables us to receive a deepened idea as to what the audience members feel for the video, what their specific opinions and attitudes are towards the work as well as suggesting any improvements we could make or things we should have done differently if we were to do the project again. In the focus group we chose to include both people that would be inside our target audience as well as those who would be excluded in order to get a varied response of opposing opinion to the stimulus we show them, which will inevitably benefit our music video and broaden our understanding of Rosie May's potential target audience.  we include people from our target audience group and people excluded from our target audience group.

Focus Group Research

In order to gain an understanding of what exactly a focus group is and how to produce and gather one in order to show members of the public our video, website and digipak I did some research into the technique of audience feedback on YouTube and was informed by these videos.

What is a Focus Group?

A focus group is a form of qualitative research in which a group of people are asked questions about their beliefs, opinions, views and attitudes towards products, advertisements and campaigns. Questions are asked and participants are free to talk in a group discussion. They are an important tool for acquiring feedback on a new product. Group discussion produces data and insights that would be less accessible without interaction found in a group setting.  For example listening to others’ verbalized experiences stimulates memories, ideas, and experiences in participants. A focus group allows for a detailed discussion after our participants can all watch the video and answer questions, whilst being recorded, and then all navigate the website and answer questions about the effectiveness of the website as well as the digipak.

Evaluation Task 2: Video Conversation

Evaluation Task 2: Script

Who is similar to the artist you tried to create?

Amy Winehouse, Lily Allen, Katy B, Eliza Doolittle and Lana Del Rey.

What are the key meanings that the star stands for?

According to Dyer, Rose May possesses a hint of rebellion, reflected by the edginess in the music video's locations as well as youthfulness reflected by the use of colour.

How does the video feed into these star meanings?

The rebellion is reflected by the edginess and urban depiction of the city setting of Brighton. Whereas, the youthfulness is represented by the use of bright colours and Rosie's dance routines in the performance shots.

How does the digipak help construct these star meanings?

The use of colours and natural daylight helps to emphasise her youthfulness. Also the location of urban Brighton and the Albert pub's graffiti wall as well as our choice of bold stencilled font emphasises her rebellious star image. We also decided to keep the focus on Rosie May but alter her centrality on the front cover of the digipack to suggest her alternative style. This would tell our audience that she is a new, upcoming artist who respects old music, reflected by the art of the dead rock stars on the wall, and she is the next in line for her time in the spotlight of the music industry.

How does the website help to construct those star meanings?

The use of colours and natural daylight helps to emphasise her youthfulness. The use of more images depicting Rosie to be situated amongst urban locations, used as a background on the home page, helps to emphasise her edgy appeal. Within the gallery there are also images of Rosie within an East London warehouse, sitting on cars and trailers.

What genre is your artist in, who is the target audience for this genre and therefore your product?

We recognise that he is a synthetic artist, similar to the likes of Ellie Goulding, being categorised in the pop genre, However, we attempted to add an authentic and organic aspect to her star image, similar to Amy Winehouse. Therefore our target audience is made up of a group of 13-21 year olds seen as 'trendies' in our VALS.

Why do the meanings of your star appeal to that audience segment?

The meanings of rebellion as well as youthfulness appeals to the 'trendy' audience of 13-21 year olds as some young teenagers are seen to be youthful, which is similar to Rosie May's image. But are also often looking to rebel, also being able to relate to Rosie's image. Also the vibrancy and 'pop' nature of the song will appeal to young audiences. Also the looks of Motown music and 60s star image of Rosie can also appeal to adults. Therefore, Rosie's music can be played on Radio 1 and Radio 2 as well as MTV music channel.

How have you made each of your three products in such a way as to offer your audience a feeling of closeness to your artist?

We tried to create a vibrancy and get across her personal appeal. Since Rosie May is an approachable character we have attempted to highlight this so can her audience can relate to her as she is very much 'the girl next door'. Also we have attempted to include aspects of her own likes and dislikes as we situated her against the wall of the Albert pub in Brighton which displays art of an abundance of dead rock stars whom Rosie looks up to with respect and uses as sources of inspiration for her own music.

Do any of your products provide an opportunity for your audience to explore their own ideas and values?

There is an element of escapism and journeying in our music video. Therefore anyone can relate to this but it is most likely that young girls will be able to relate to this more easily. There are also shopping aspects shown within the video which is another attraction for younger girls. But on a deeper level our video reflects on escapism and freedom, due to her break up with a love, therefore this triggers her journey through Brighton. Therefore most people will be able to relate to her through these elements of the video.

The Album Cover Front

The Website Homepage

Music Video: Urban Aspects

Music Video: Colourful Elements

Music Video: The Albert Pub Wall of Art

Music Video: Brighton Seafront