Focus Group Results

Focus Group and Results 

After presenting our website, digipak and the music video to our focus group, we received the following results:

Website

Although the group liked the design due to its bright colours and the animated image of the artist, which they thought was successful at quickly grasping the attention of the viewer, they did not guess that the genre of its music is electronic. The first impression was that the genre is rap or pop due to Ray's outfit on the homepage photo, but as I scrolled down they changed their minds and said the genre is indie or alternative rock. The bar chart below below shows the results of what genre each product was considered to be. Yellow colour represents the website, blue the digipak and purple the music video:

The group's favourite page of the website was merchandise due to the way its layout changed as I move the courser and clicked on the page's features. Therefore, I will include more interactive features on other pages of the website.

Another design fault that they noticed was the unclarity of text on the Tour page. I will change the colour and size of the text for it to be more readable on the colourful background.



Digipak

The group thought that the design of the digipak was more suitable for the electronic genre than the website because of the wide variety of colours that were used on its front cover and digits that there were present on all four covers. The former aspect worked because it associates with colourful lighting in nightclubs, while the digits represent programming used for writing electronic music. Therefore, I will need to introduce new generic conventions to my website that would be similar to those presented by Aidan on his digipak.

Nevertheless, the focus group did not think that the design of the digipak looked professional because of the unclear text for the album's and the artist's name, lack of correspondence between the colours and the low quality of the used photographs due to high grain noise levels.



Music video

Majority of the focus group agreed that the video was their favourite element of the campaign. Its concept explained all the elements of our website and digipak designs and clarified the electronic genre by providing the focus group with the artist's music. Therefore, it was the most pleasant for the focus group to observe since the video made the most sense out of our three products.

There was a mix of opinions on what element of the video (the band, the boxer or the ballerina) was the most enjoyable. This was the best possible outcome, because it proves that there are no weak aspects in our video that we would have to modify.

There were no valid commentaries on the video that we could use to refine it. All members of the focus group found to be enjoyable and could not think of significant improvements that we could make to it. Therefore, I consider it to be the most successful component of our campaign.



Overall campaign 

According to the focus group, the only component of our campaign that differed it from professional work was the digipak. Although the website did not adhere the generic conventions of electronic, they thought that it matched the style of the music video and was equally engaging, while they considered that the digipak did not correspond with the other products and had to redesigned to be more visually pleasing, despite the fact that it communicated electronic conventions of the electronic genre most clearly.

Therefore, we will make some adjustments to the design of the website and create a different copy of the digipak in order to meet the expectations of our target audience.