A2.9 - Focus Group Summary

Our focus group consisted of 14 Level 3 photography students (13 girls and 1 boy). We felt this wasn’t a very fair representation as, despite the age range being suitable for our products target age group, our product is suited for both genders and we failed to receive sufficient feedback from males as we only had one boy.

We first asked our FG what they thought of the general layout of our design – we generally had a positive response as the audience said it seemed ‘easy to use’ and they felt that the social aspect (the ability to share through Facebook, Twitter) was very good, as they would like to share their favourite shows with their friends. Some feedback we received said the layout seemed a little bit ‘old fashioned’ – perhaps this is something we can rethink to make our website more modern and unique to suit the niche content.

Taking these things into account, we then asked them what changed they would make to the design; they all felt the design was good but a slight majority highlighted several changes they felt would benefit the overall look of the product. The thing most commented on was the choice of colour being too dark – they suggested possibly using lighter colours overall or maybe just a lighter background to contrast. From this we have decided to create a more synergetic colour scheme perhaps using three main colours, at least one of which will be light to prevent the design looking too dark.

Other feedback we received felt that the logo wasn’t eye-catching enough – but this could have a lot to do with the fact our audience felt the design could be ‘clearer’ perhaps with smaller advertisements (these factors could contribute to the level of attention drawn to the product logo).

We asked our audience to recommend any shows or films that they felt should be included on the site – the general response was indie films that aren’t shown mainstream in the UK and film from different/older eras.

When asked what should be advertised on the site, the majority responded saying they didn’t want adverts (which is not suitable as the cost of licencing must be taken into account) but some audience members said they’d like to see advertised the shows and films that are ‘coming soon’ to the site  - they also said they’d like to see some sort of advertisement for new shows once they have been added to the site and are available to watch.

The final thing we asked our FG was for their opinion on the subscription/pricing fee we initially proposed. The majority response felt it was a decent and ‘fair’ price but showed concerned it may be cheaper elsewhere. A few key responses we received suggested deals such as ‘£1 movies’ and loyalty deals such as when renting a movie for the second time the price should be reduced slightly. Despite the generally positive feedback, we did receive one piece of negative feedback stating they felt the pricing was ‘too expensive’ – they did justify their point and suggested that the fee should be to pay £N for all movies for one month.