Post-Production: Focus Group Feedback

After researching and thoroughly preparing ourselves for the focus group, we finally completed it on Friday. The focus group lasted for an effective and compacted 20 minutes, allowing us to cover all our concerns and queries and gain feedback regarding our products. During this time, I took charge of filming the focus group as I wanted to make sure everything was caught clearly on footage and be responsible for providing the responsive source to evaluate. Similarly, Fran also took crucial and important notes throughout and lastly Rosie kindly gave up her time to generously and clearly present our focus group. The focus group fell to a beneficial time of gathered opinions, suggestions and constructive concerns about our three products as we ploughed through our prepared questions, however further automatic questions were raised.

Regarding the Digipak:

Questions to be considered:

What artists do you think it is similar to?

Is there anything you dislike or would change about the design?

What genre do you think the artist is?

• Our focus group felt the Digipak presented similarity between Lorde, Ariana Grande and minimalistic relations between Taylor Swift. The group prominently and confidently explained they were not fond of the snakes used on the back of the digipak as they didn’t understand out they fitted within the artist. Similarly, one member of the focus group, explained he felt the digipak looked similar to a catalogue, such as a Prada collection, and therefore he felt the choice of font needed to be altered.
• Members of the group, struggled to answer this question, however, many thought the genre was indie/ pop. Although, some stated they thought it could alternatively cover the genre of a sad singer/songwriter, highlighting a gloomy or depressing tone within. Similar to this, others felt rap music could possibly be heard from the viewing the album cover.
• The focus group also felt the digipak showed attitudes of a bad girl highlighting the high fashioned vibe. However, on the other hand, many members were not fond of the snakes included as they felt it was of confusion and miss communication until they understood the explanation of the name ‘SIOUX’ meaning little snakes, and was therefore appreciated after.

Regarding the Website:

Questions to be considered:

Is it easy to navigate?

Is there anything you think is missing?

From looking at the website, what words would you use to describe the image of this artist?

• Several members of the group felt the website was of high end and ‘exclusive’ and were also hugely fond of the colour scheme chosen. They appreciate the clear, structured layout and therefore felt it was easy to navigate and understand.
• Beneficially, the group didn’t feel there was anything missing, however, one member felt there was possibly too many images, making the website subtlety repetitive and therefore suggested showing a better range. Similar to this, the group felt some of the images, such as the piano didn’t match or link with the style and attitude of the digipak. Therefore, they felt the website connoted ideas similar to singer/songwriter Adele, covering aspects of soul and therefore possibly maintaining a too clean and structured look, in comparison to the bad girl attitudes from the digipak. Similar to this, the group also felt a potential change of image on the shop as they wanted a more equality of gender within the shop, however, everyone appreciated the designs of the merchandised items.
• The focus group picked up upon words of soul and clean cut and therefore felt the website should be less pop like and more edgy. Some members of the group also felt the website would work better with the colour scheme of white and green, however others appreciated the unique design. Therefore, from this, we understand the focus group felt the website was more refined and highlighted a professional soul singer, however other products, such as the video were more fun, so possibly consider altering this.

Regarding the Video:

Questions to be considered:

Are there any parts of the video you dislike?

• We explained to our focus group, we could not shoot anymore footage and therefore the feedback on the video was limited as to how we could improve it. However, considering the editing, they felt showing more of the spray painting would be effective.

Regarding the Digipak and Website:
Questions to be considered:

Having watched the video, do you think the website and digipak give off the same vibe?

What are your thoughts on the colours used on the website and digipak?

If you could only change one thing about the website or digipak, what would it be and why?

• The group felt the digipak differs from the website and music video through the use of colour and mood. Similar to this, the group collectively noticed the digipak and website seemed to be darker then the video and therefore the lighting of the ancillary products could be considered. Due to the element of the spray paint being so dominant in the video, members felt spray painted images intertwining within the website or digipak would add further elements of attitude and provide a more effective link through the products. Therefore, they suggested the digipak needs to be brighter and possibly add or take away the green; or experiment with the layout and place one of the images amongst a white, or spray painted background. Similarly, the group felt it was of efficiency to subtract the images of the piano on the website.

Concluding the focus group feedback:

Overall, I felt the focus group was of huge fortunate success as we gained responsive feedback on how to make our products better. Broadly speaking, the opinions raised were both positive and negative, however we mostly appreciate the negative comments as it allows us to measure space for improvements. Concluding the focus group, members were very fond of each product on their own and found easy positives within them individually, however when evaluating and opinionating the products as a whole, they struggled to see how they effectively linked together to form a collective force. Therefore, as a group, we understand this is a huge factor we need to consider.

Due to this, moving on from the focus group, we are going to progress and finish our products but constantly considering the opinions and comments made. For instance, we will beneficially alter the digipak and website in order to achieve a link and a distinct similar attitude across all three products. In order to achieve this, we will go back to subtle basics, remembering who are artist is and what qualities are important, such as her youth, rebellion and her cool chilled elements.

Therefore, as a group, we have prominently made the decision of adding more colour to the digipak and adjust the correct of light, possibly making the product lighter and more fun. Similar to this, we will consider subtracting our concept of the snakes. From making these decisions, our digipak will hopefully become more youthful and fall correctly into our style or star image. On the other hand, we agreed we are going to make the website more visually interesting and fun, therefore removing most of the text to make it less formal. Similarly, to the digipak, we will also make the website more youthful and fun to link with our other products. Lastly, I understand the importance of getting the correct target audience for a focus group as it provides accurate, realistic views and therefore that is what we gained.