Thursday 3 March 2011

What have you learned from your audience feedback?

Once we had identified the potential target audience of our media production, they became the most significant opinion leader to the vast majority of any decisions made. We used a method known as the ‘spiral effect’, this is where we would produce some form of product or idea and then gather feedback from our chosen target audience and make the changes accordingly. This was a consistent process throughout the research, planning and construction of our final media products. 


In order to collect the richest most valid and reliable data we used triangulation. This is a method where you incorporate both quantitive and qualitative research methods. An example of this which we used on numerous occasions is a semi-structured questionnaire. The advantages of this method is that the data collected can be easily quantified and therefore analysed in order to best interpret and use the data as well as giving the individual a chance to develop and allow their voice to be heard. For example, in our first questionnaire the main goal was to find out what our target audience wants from a teaser trailer, poster and website. This included a number of questions based on existing products, media content access/habits/influence and what content they would want from a film in general. One example of these questions is, what criteria do you consider when choosing a film? From this simple structured question we were able to use the results constructively and apply it to the production of media products. For example, results demonstrated that genre, cast, recommendations and narrative are the most important criteria when choosing a film. So we concluded that realistically, the cast of our film are likely to not be known at all due to expenses. However, we will be sure to have included those who are highly capable actors/actresses in order to meet the requirements of such standards as best we can. The genre we have already established as the correct decision due to it being the most popular choice. The narrative of our production will have to be to the best of quality; however, as we are producing a teaser trailer, we should give no chronological narrative away. This just one small example of how we have applied audience feedback to the success of our production.


To demonstrate the importance of audience feedback from the very beginning of the construction of our trailer we produced two rough cuts of our teaser trailer to set out a foundation to later be edited and developed as our final production.  This involved us taking a small focus group to watch the two trailers and then fill out a short questionnaire on the comparison between the two. This allowed us to not only determine which rough cut we should build upon but also what features of each trailer the audience liked or even how we could improve, covering means of editing, sequence, mise en scene, camera angles etc. This process provided us with choice of areas from both the rough cuts and working with the audience feedback to then further our progress. For example, one audience member said yes and four said that we did not include an appropriate amount of shot framing/ types, angles and movements. However, when asked why, they stated that the only issue of the three was the shot length. So we should be reflecting on our final product to address this issue and edit accordingly. This would enable us to build greater tension etc and adapt the actual teaser trailer length to a more conventional time.


So after taking into account the results from our rough cuts audience feedback we produced an initial drive of what is to be our teaser trailer. As well as developing and addressing indentified weaknesses our editing skills were improving as we gained experience. We then showed this draft to the same focus group to gain feedback of what we can improve. However, rather then asking particular closed questions we used an open discussion method; the audience would provide criticism verbally, allowing discussion points to be made and opinions built upon.  Each of the audience said they thought that the trailer standard had improves and was successfully persuasive. However, as well as gaining this positive feedback they also highlighted various areas for improvements. For example, the main concern was the actual length of the teaser trailer. The rough cuts run for around 1.55 minutes which is too long for a teaser trailer; our aim is to take it down to at maximum time of 1.30 minutes which is a typical convention of a teaser trailer. We initially found it difficult to address this problem as we have undertaken a lot of filming and find it difficult to take out scenes we are so happy with. These issues were brought to our attention through comments and constructive criticism from the focus group. Furthermore, an issue with the actual quality of our technology was identified, the resolution of our trailer changes, although very brief, this was noticed and was changed in order to provide the most professional standards of product.  


Within our group, each of us was very opinionated and was very keen to put across their own personal ideas and opinions. So, rather then battle against each other, a common research method we used was putting down each of our ideas and then letting the audience make the final decision. This was qualitative data which means that these results in the form of a tally chart allowing them to be easily analysed. Examples of when we used this method was when choosing a film title, production company name, soundtrack and slogan.


When approaching the feedback from my poster and website the primary feedback I gathered was from both my teachers and peers in my media studies class. This feedback mainly consistent of a step by step process of completing a product draft and then revealing it to them, they would then identify weaknesses and offer suggestions for improvements. I used these as a source of feedback as they had knowledge in areas which my general audience would not, for example, codes and conventions of the media products. An example of how I used this feedback is in my website, I printed off captions of each page of my website and asked my teacher and peers to comment. From this feedback I developed the continuity of my website.   


Lastly, we used audience feed back to evaluate the effectiveness of our teaser trailer. This was again the form of a questionnaire mainly involving structured questions and this was the most ‘to the point’ research method we used. The questions covered all areas from mise en scene, editing, camera skills etc. This was the final procedure in audience feedback and results were all positive proving the effectiveness of applying the audience feedback results.

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