Audience Research: Interviews

This is the 3rd Audience Research method we used

We decided to conduct an interview with 4 females aged 16-17 years of age which is our target audience, to make up for the lack of people at our focus group and to get more detailed information about what our target audience expect from the 'Indie Rock' music video and what they like. There are a few flaws with conducting an interview as some people get nervous and struggle with what to say, but I feel our interview went quite well with few flaws. We asked them 10 questions, these are many questions and require a lot of detail but our participants tried their best and were very helpful. They did not understand some words, like iconography, so we had to explain and by explaining in simple terms they knew how to answer the question adequately and to the best of their ability. 
       
           

These are the questions that we asked:
1) Do you think that settings make a difference to a music video and how we portray a character or situation
2) What types of settings do you like in an 'Indie Rock' video? Why?
3) Does your opinion of a character change or form when seeing their costume and associated iconography and themes?
4) Is iconography important to tell a story or inform the audience what genre the video is? Why?
5) What are the typical iconography and themes you expect to see in an 'Indie Rock' video?
6) Do you think iconography can give negative and positive attitudes towards a character?
7) Do you think props make the video more interesting?
8) What props do you expect to see?
9) Do you think lighting makes a difference to the video?
10) Do you prefer story or performance videos?

These questions mainly focus on how the target audience feel elements should be used and what effect they give in the video. These answers will now allow us to think carefully how we use iconography, settings, costume etc..

Because of our interview we now have varied methods for audience research, our focus group allowed for a group discussion and viewing of 'Indie Rock' music videos, our questionnaires allow for a paper based response from many different people (this was the best way to collect views on CD covers and adverts) and our interview allows for a more personal response as we spend time with individuals and ask them their personal preferences.I feel that we have quite a lot of audience research to feed off so we can make our music video appealing. 

Moodboard 

I produced a mood board in order to sum up the main findings from the questionnaire, focus group and interviews in a simple picture form. The images consist of the main iconography expected in the music video, props, narrative structure and settings. There are some little things which emphasises the gender of our target audience also.