3. What have you learnt from your audience feedback?

The first bit of audience research we did was looking at existing media texts. We looked at Radiohead music video's on YouTube and also at Radiohead forums/chatrooms. We then agreed on our target audience which was predominantly male and aged between 18 and 30.

We then created a short multiple choice survey on the website SurveyMonkey. I asked my friends, teachers and classmates as well as posting it on the Radiohead fan page on Facebook to complete the survey.

We did this before making our video to see if the interest for a new video was there, to see what audience we would market towards and to see what characteristics of Radiohead videos appeal to fans.

Looking at question one, it is clear to see that our video would be well received as 62.5% of people surveyed would like to see a new video. We found this important as if people didn't like the initial concept it is unlikely our video would be a success.

Question two was very important as we had our prospective storyline which was a narrative with lots of surreal imagery. As we found in our research, Radiohead rarely feature in the video as a classic band performance so we understood why less people chose this option. The feedback we received coincided with our proposed ideas with most people answering 'surrealism'. With this feedback it allowed us to be as creative as possible and to create as surreal a video as we could.

We followed up the band idea in question three. We decided to make sure that people didn't want to see the band. Radiohead rarely feature in videos/album covers/interviews as the mystery behind their image makes them more appealing. Therefore we didn't want to shoot an airbrushed 'star' lead music video as it wouldn't coincide with Radioheads philosophy. 15 out of 23 surveyed chose 'Not very important' or 'Don't care' making this audience research very valuable.

As our idea for the music video came from listening to the lyrics we decided to ask people whether the correlation between the lyrics and the imagery was important to them. This would lend itself to a more narrative style video if the answers were mainly yes. Only one person answered 'No' and the other 22 answered 'Yes' or 'Not bothered'. This meant that we set to work analysing the lyrics and interpreting them in a way to create a story.

For question five we wanted to establish how many of Radioheads fans admired them for their current style. Radiohead are conventional by being unconventional so we decided to ask if people wanted this style to continue or if they wanted to see a different side to their music. 19.5% answered 'conventional Radiohead style' which meant we had plenty of real media texts to look at and draw inspiration from as these would be the features our audience would be looking for. We allowed those surveyed to respond if they chose something different. Here are some of the responses:

We found the audience were looking for more storyline and narrative rather than random imagery and also 'impressionistic' ideas and 'hidden meaning'. This was very useful to get a direct insight into what the audience were looking for described in their own words.

For question six we wanted to verify that we had calculated our audience correctly. However as we emailed our college class mates to fill out the survey we were expecting it to be slightly biased. 15 of the 23 surveyed were aged 16-20 which is within our target audience yet there were also 6 people aged between 21 and 35 which was the other end of our target audience range.

The main thing we learned from audience feedback is even though audiences like to see unconventional music videos, being unconventional is very unconventional in the modern media. We learned that audiences like to know what to expect from a genre/artist and that's why they listen to them, respect them and buy their music/merchandise.

Finally, at then end of production and editing we decided as our audiences views had be so important during the creation of the video we should film a compilation of our peers giving video feedback: