Our focus group findings

	Advert 1	Advert 2	Advert 3
How does this ad make you feel?	Hopeful, inspired, happy, calm, intrigued	Enticed, want to find out more, intrigued	Confused, adventurous, bland
What do you think about this ad?	Powerful, simple, sharp	Mysterious, straightforward, gripping	Mysterious, rushed, magical
What do you think this ad is for?	Boring channel 4 documentary, BBC drama, parkour, educational documentary	Magic show (like Derren Brown), soap, documentary, winning	Channel 4 documentary, mystical show (like Mystic Meg/Merlin)
Would you watch this?	Yes – to see what it’s about Yes – but wouldn’t go out of my way to watch it No – not interested in documentaries	Maybe – to see what it’s about Yes – just to see what it is Yes – seems interesting	Yeah – give it a go Yes – watch the start to see what it’s about Yes – I am curious
If you could change one element in this ad, what would it be?	The positioning of the text Alignment of the text Make ‘4’ sign more realistic and visible	Positioning of text Too much going on – make keyhole clearer Light is too bright Word “Secret” to “key”	The font – it’s too basic Text positioning Alignment

The focus group hardly affected our ads as the majority of responses met the exact emotion and thoughts we want our audience to feel.  The main changes we have to make are to do with the text and layout but minimal changes will be made to the images.

Advert 1

Advert 2

Advert 3

From the focus groups I was able to understand the poster ads that people preferred and why. I personally felt that my advert which was advert 3 was good because I tried to capture the essence of the documentary and show that the documentary is about wealth which I was shown through the golden key hole in contrast to the rusty door. However the public preferred my advert the least because they felt like the ad made them feel confused and slightly bland however one did say that it seemed adventurous and in some ways I agree with their statement because from seeing it you don’t really understand what you will get from watching the documentary. Our particular target being the reformer might find it particularly confused because they want to feel enlightened. Some people said that the ad looked mysterious and magical but to others claimed that it was rushed so it didn’t provide that professional look that they might have been looking for. I personally agree with this statement because unlike some others was not good at Photoshop so I found it a little difficult to show my vision but something I just continued to practice.
In the end we then chose to go with the 1^st advert because that’s what the public preferred but just needed a few tweaks in order to make it perfect. Most on the critic given was really positive saying that the advert made them feel hopeful, inspired, happy calm and intrigued and they that the ad was powerful, simple and sharp.