Evaluation Q3: What have you learned from your audience feedback?

Audience feedback has been extremely helpful throughout the entirety of our creative process. I will analyse our target audience and their feedback during construction and results from our surveys and to do this I will use my knowledge of the Uses and Gratifications Theory,

Our target audience can be broken down into three different groups and we received feedback from all the different groups.

1. Primary Target Audience = Teenage girls
2. Secondary Target Audience = Younger girls
3. Tertiary Target Audience = Older Women (mums)

An invented audience member

A typical (invented) primary target audience member would be Sarah who is 16, who lives in London, enjoys dance and netball, has a medium spending power and listens to music through streaming websites such as Spotify. She may purchase a song on iTunes but is unlikely to go to a store to buy an album. She is likely to listening to music by Dua Lipa, Meghan Trainor, Daya and Selena Gomez for example.

Artists similar to GiGi

GiGi is likely to appeal to our secondary target audience of younger girls through the catchy tune of her debut single and her persona of a cool (rebellious) teenager who would be an aspirational role model for them. Our tertiary audience is likely to hear it on the radio and the catchy may get into their heads and they may go and buy the song/album for their children.

Another element of our target audience is fans of the pop genre. When we were creating our three media products we always kept in mind the different demographics of our target audience and if our products would appeal to them in order to make them buy into GiGi's brand through buying into it literally and becoming a fan. To achieve this we used the techniques illustrated by Blumler and Katz's Uses and Gratifications Theory.

1) Personal Identity

We created GiGi to have a strong identity with clear motivations and beliefs that our target audience (especially our primary and secondary audience) could identify with and see as an inspirational role model.

GiGi is presented as sassy and strong:

This would inspire girls to be who they want to be and be confident.

She is also shown standing up to male dominance and patriarchy :

Our music video's main theme is empowering women and we wanted GiGi to be a strong role model as she stands up for herself and the Girl doll. Despite the popular culture of strong women only a few music videos show women in a power role.

By having our music video in all elements of our marketing campaign and on YouTube it has allowed GiGi to have global reach which has allowed her to hopefully inspire more members of the target audience and widen GiGi's fan base.

The music video on YouTube

For example, the music video has been watched in the UK, Algeria, Morocco, Philippines, Germany, Panama and Italy. The graph below shows where the greatest amount of views have come from:

Global viewing

2) Surveillance (inform)

Our website plays the biggest role in gratifying our targets audience through surveillance and informing the audience, more than our music video and album cover. The proliferation of technologically converged devices such as smartphones and Web 2.0 allows an audience (mostly our primary and secondary audience) to gratify their interest in GiGi through information about GiGi on our website which is very easily accessible (which would appeal to our tertiary audience):

Surveillance on the website

3)  Personal Relationships

The main way to gratify a personal relationship with the audience on the website is through interaction, which the video below illustrates:

In our music video a personal relationship is mainly built up between GiGi and the audience as GiGi is shown as quite independent. However, a relationship/friendship is built up between GiGi and the Girl doll:

4) Diversion/Entertainment

We gratified an audience's want for entertainment in our video through the mixture of performance and conceptual narrative. We used dis-continuous editing and cutting to the beat effectively to help keep our audience engaged and interested. Key moments that target audience members have said that they find entertaining, the parody of the 1950's housewife and the fainting Snow White:

1950's

Snow White Faint

Within our wider audience base there is likely to be a niche audience of people who are interested in women's rights. For example, women's right are an element of popular culture seen in music videos such as Meghan Trainor's Dear Future Husband which promote strong women and activists such as Emma Watson (and is a UN Women Goodwill Ambassador). We understood the nottion that GiGi was not representing something bradn new in the music industry but instead tapping into themes that artists such as Meghan Trainor and P!nk represent:

Meghan promotes strong women in her music video

Emma Watson hiding feminist books in the Underground

Audience Feedback during Construction

We made sure that we got target audience feedback throughout the creative period but it was most useful to get it during construction as we could then change and adapt the products in regards to the feedback we received.

Music Video Feedback:

Feedback on the music video

An example of coming back to the performance set-up

The video below illustrates the original narrative ending that we improved after receiving target audience feedback:

Website Feedback:

Feedback on the website

The video below illustrates what our original website background was:

The image below shows what a subsection of the gallery looked like after we implemented target audience feedback:

The back to gallery button

Album Cover Feedback:

Feedback on the album cover

The image below shows the final track listing colours:

Track listings

Survey Feedback

We were able to get target audience feedback about our finished products through surveys I created on Survey Monkey. This was very useful as we were able to get quantitative and qualitative results and spot trends.

The padlet below shows videos of our surveys for our music video, album cover and website and results. Please feel free to press the top right hand button to open it in full screen:

Target Audience Feedback Video:

I interviewed a member of our target audience to get her feedback on our three finished media products, (please watch the below video with the subtitles which are my comments and analysis turned on):

Conclusion

Overall, I have learnt a lot from the audience feedback we received at all stages of production. It was useful to have a very clear idea of our target audience so we could tailor our media products to meet and gratify their demands. Audience feedback during construction allowed us to change and develop our project to enable our products to have the greatest appeal possible to our target audience. Feedback in the survey on our finished products was very pleasing as it showed how our target audience members understood and appreciated what we were trying to portray through GiGi, her music video, album cover and website.