Group - Questionnaire and Feedback

https://www.surveymonkey.com/r/YGNS5VK

• At the time of writing we received 21 responses to our questionnaire on survey monkey, which is enough to give us a solid understanding of our target audience.

Creating the Questionnaire

• Our first few questions were designed to give an overview of what our target audience's taste in music and what appeals to our target audience in a music video.
• We then moved onto a number of more specific quantitative questions to give us defined statistics regarding what our target audience would prefer in our music video.
• The final questions were qualitative and designed to reflect each individual members personal concerns and doubts regarding the video, which gave us a comprehensive amount of data to analyse. A sample can be found below:

General information about our target audience

• They have a moderate interest in music videos, over 50% of those we surveyed watch music videos once a week, a clear majority.
• Generally their taste in music is quite mixed, from "Pop" to "Rap" to "Alternative rock", but some said their favourite was "Electro-swing" and many do not seem open to the genre
• Over 61% of those we surveyed prefer narrative which fits into our concept as all of our lines of action have some connection to the narrative, and "Performance from the artist" achieved an average score of 1.67 as we have a line of action largely committed to this.

Target Audience's Preferences For Our Video

• Over 76% of those we asked thought that an amplified relationship between the lyrics and visuals would be most appropriate for the track, which means we shouldn't need to adjust our concept as we currently have an amplified relationship.
• The target audience favours a comedic tone over a more serious one for our video and they prefer a more comedic style over an emotional one. Both of these elements tie into our video well, and mean we won't need to make any changes to the to tone and style we have in place already.
• The general consensus was that a fragmented narrative like ours encourages a decent number of repeat viewings, although on reflection the question we used to for this could have been much more clearly worded. Having a number scale with 1 being none and 5 being many leads to a lack of clarity in our answers.
• Similarly the majority of people have faith in the blend of modern and period visual motifs, 36% believing it will work very well and only 15% having strong doubt that it will work

Specific Concept Feedback

• The most useful feedback we received were the direct responses to the vampire concept itself. Many liked the concept and appreciated the link with the lyrics and the title with responses such as "Yeah liquid-lunch = Blood is enough of a link", "Yes, immediately recognisable due to the name.", "yes I believe it links well with the 'Liquid Lunch' lyrics. It is a clever interpretation of the lyrics." and there were only three responses that were doubtful, but unfortunately they did not give a reason why.
• Most responses to what does and doesn't work about the concept were very positive, with comments like "innovative vampire concept" and some even saying that "It all works - no criticisms".

Concerns for the Video and How to Solve Them

• More valuable were the explanations of doubts our target audience have such as the need to ensure "the biting parts don't look a bit naff" which we can prevent by practicing these shots before hand. There were concerns that "The dark colours could be a little too dark when the music itself is very funky." but we can experiment with this in post production until we arrive at something that works. They also said the vampire should "be realistic - no capes or creepy laughing." and our vampires have been adjusted from the traditional vampire concept to fit this. Some had concerns over the fragmented narrative, believing it "could be a bit complex with all the different story lines which some may not understand." but this is intentional as it would encourage repeat viewings of the video.
• There were some doubts about "the time period aspect of the concept" because "it could cause some confusion among the audience in that you will see modern things in the background." This is very valid and there is no easy solution to this, we will simply have to try and exclude as many modern elements from the frame as we can and this will help appease other recommendations that "it should be all 1920s though rather than the use of modern day as well".