Focus group evaluation

Focus Group Evaluation

What did we do?

We showed 5 people a Chase & Status song and the video to go with it, the song was End Credits featuring Plan.B. We asked several questions to the group after they had watched the music video, which would help us gain information about what they like, dislike and what aspects they would like to see in our music video. We also filmed them whilst they were watching the music video to help gauge their reaction.

What did we show?

We showed the group a very strong video from Chase & Status-End Credits. The song served as the official theme for the film harry brown and featured in the British Comedy-Drama shameless. These two showcases give you the thought of what the videos content is portraying and what the theme will be like. Showing ‘hoodlife’ and streetlife footage from the film Harry Brown shows to the viewers that it is a very different and violent type of video in comparison to others.

What was the reaction?

We saw that the group noticed that the music video was very focused around the culture of ‘streetlife’ and that it is what you would expect to see from a music video of this genre of music. They also picked up on that the costuming blends well with the urban location helping support the idea of linking well to the culture of the video. The editing of the video linked very well to the tempo, lyrics and beat of the song very well but some of the group thought it would have been better if more live video such as live concerts was shown, so less narrative based.

What have we learnt?

We learnt that when the beat drops and the tempo is a lot faster, the audience would prefer to see quicker cuts but when the song slows down, reduce the pace of the cuts and focus more into the story side of the song. We also learnt that the lyrics are very important towards the narrative of the video and that the video should be more narrative based with no performance based clips shown.