This post explains how we showed a rough draft of our music video, album cover, and social media page to some members of our target audience in order to receive helpful feedback.
The purpose of a screen test is to gain audience feedback about our work and see if there are any improvements that can be made. We decided to use Google Forms to create a survey to share with our audience because it is an online platform that can be accessible anywhere at any time. It also allows participants to save their answers automatically, thus being more convenient for them. Additionally, our team members can collaborate easily as it allows us to edit the form together.
Here are our questions in the Google Form:
https://forms.gle/vvfDcQXEVH3kFaPt5
We chose these questions because we were interested in understanding if our target audience could decode and interpret our music video with our intended message. Asking them additional questions on the digipak/album covers lets us know which images appealed the most to our audience. Moreover, considering their suggestions for social media posts would likely increase our chances at engaging our audience. We included members of our target demographic (young Indonesian women and teenagers) in the screen test to ensure that the feedback we receive is appropriate.
Finding people for the screen test was easy because we were already familiar with a lot of people who are part of our target audience. We also initially only needed 4 people from our school to help us with our feedback but we decided to ask 2 more Indonesian people from outside our school and outside Bali as we intend to our target audience to include young women from all over Indonesia.
Here are the drafts that we showed audiences for the screen test:
Music video
https://drive.google.com/file/d/13zxYsOspH_jBtg38i4zicwVlhZIFl3-V/view?usp=sharing
Digipak (Album Cover):
Here are the results from the audience feedback:
We collected a total of 6 responses (5 females, 1 male with an age range of 17-18)
Respondent 1
Respondent 2
Respondent 3
Respondent 4
Respondent 5
Respondent 6
This feedback allowed us to receive thoughts and opinions from the audiences at a different point of view since we have been solely watching from a producer and editor’s view thus may be biased towards our work. This fresh perspective will allow us to improve based on the critique we have received. From the feedback, we learned what worked well and what could be changed. Firstly, our audiences captured and interpreted the persona of the star actor well, seeing that they described her as someone passionate and determined, just as how we intended her to be. In addition to that, throughout the music video the audiences did understand the storyline quite well though there were confusions in certain parts which may be due to lack of clarity. Furthermore, people such as lower class Indonesians weren’t represented more visually where as a result, a lot of misunderstanding came from this.
With this knowledge, it would then help us know effective methods on how to get our audiences to interact and engage with our media products better.
Changes:
- Since we did not represent lower income families as well as we had intended, we chose to highlight the themes of a mother-daughter relationship more instead. This decision is because adding more technical elements to highlight the lower class would need us to rework our entire music video and, due to deadlines, we simply do not have the time or resources to do that. Perhaps, we can discuss the star's lower class past through social media posts instead. We also realise that often times, financial struggle is not often something that can often be visually obvious and so we hope that through representing her this way, we can appeal more to individuals in similar situations and be an inspiration to them through making our star more relatable.
How this was useful:
- We are able to know what changes or additions we can make to make our music video more interesting to our audience
- Broaden range of ideas from suggestions
- Getting to know our audience to appeal to them
Self-Reflection:
- This audience feedback was really helpful as I enjoyed being able to understand our work from a new perspective therefore understand our strengths and weaknesses
- Deciding what questions to include and what not to include was hard as we needed to be sure that people wouldn't refuse to answer the form because it was too long so we needed to decide what questions were the most important to include. We decided that questions that focused on branding, what appealed to our target audience and
