Research TA 5 Focus Group of 14 - Rough Cut 2 (Group Post)

Music Video Target Audience Research 5: Rough Cut 2

1] Do you understand the narrative of the music video? 

Preferred encoded reading achieved: 11 said yes
Negotiated reading: 1 said slightly
oppositional reading: 2 did not understand it but they didn't explain why so it doesn't help us
Action: check the timeline for any shots that may make the narrative confusing. Possibly conduct a smaller focus group. Ensure that I ask why. Many said "the signs" helped so we may be able to insert a close up of a sign elsewhere.

 2] Do you think the video is clearly of the pop genre?  


Preferred encoded reading achieved: 13 said yes
Negotiated reading: 1 said "yes but we used too many nature shots for a pop genre
Action: crop one or two of the nature shots so the frame is more dominantly the star image. see if we have any other shots of him in an urban location.

3] Did you notice the costume changes? Which costume do you prefer/ remember/ like the best? 


Preferred encoded reading achieved: 11 said yes. The brighter colours were more recognisable and memorable.
Negotiated reading: 1 said slightly. All casual and normal clothes used.
oppositional reading: 2 said they weren't too different and need to be more colourful to suit the genre.
Action: Put effects onto shots where relevant.

4] Do you think the locations are effective? Which location do you feel worked well with the song? Was there a location you didn’t like or understand? 


Preferred encoded reading achieved: 8 said yes. "the one in the town was very effective - working with lyrics at all times". They all liked the town and countryside shots.
Negotiated reading: 4 said slightly. All said they liked the field and town although they didn't quite understand the concept of the field with the narrative.
oppositional reading: 2 did not understand it. They thought the nature shots didn't work well and we should use less of them. Also the locations look out of place.
Action: find more town shots

5] Do you think visuals and lyrics matched? 


Preferred encoded reading achieved: 10 said yes. All said they worked really well
Negotiated reading: 4 said slightly. 3 said they could hear the audio in the background and 1 said "I think you may be a little literal.
oppositional reading: non
Action: No action needed as we will be detaching and deleting the sound

6] What was your favourite shot and why? 


Preferred encoded reading achieved: 14 said yes. Favourite shots: 3 = slow motion jump
1= love heart
2= fire
2= you, you, you
6= change of costume in field when he hits camera away and comes back
Negotiated reading: non
oppositional reading: non
Action: No action needed

7] Which shots didn’t you like? Didn’t understand? 


Preferred encoded reading achieved: 4 that liked them all.
Negotiated reading: non
oppositional reading: 2 = mirror shot, 2 = spinning round lamp post, 4 = running in field, 2= opening shot
Action: could change running in field to heart action as its symbolic. Also check opening.

8] What representations have been created? 


Preferred encoded reading achieved: 7= happiness and love, 4= happy, fun, free spirited, youth
Negotiated reading: 1 said representations of pop music linked to towns
oppositional reading: non
Action: No action needed

9] Does this music video launch the male singer as a new star? Would this video make you look online for more information about him? Do you like him? 


Preferred encoded reading achieved: 9 said yes
Negotiated reading: 2 with no answers
oppositional reading: 3. "No, it’s catchy but doesn’t define the singer as different or optional".
Action: Add a few more close ups either by cropping, Ken Burns etc.


How this research will influence our production


Action 1: check the timeline for any shots that may make the narrative confusing. Possibly conduct a smaller focus group. Ensure that I ask why. Many said "the signs" helped so we may be able to insert a close up of a sign elsewhere.

Action 2: crop one or two of the nature shots so the frame is more dominantly the star image. see if we have any other shots of him in an urban location.

Action 3: Put effects onto shots where relevant.

Action 4: find more town shots

Action 5: No action needed as we will be detaching and deleting the sound

Action 6: No action needed

Action 7: could change running in field to heart action as its symbolic. Also check opening.

Action 8: No action needed

Action 9: Add a few more close ups either by cropping, Ken Burns etc.