Focus Group Response Analysis

From the focus group I am able to identify what the viewer likes and dislikes to see in a music promo and what they like to see in a digi-pack. I used the music video The A Team by Ed Sheeran, and the overall comments of my focus groups' initial thoughts gave good feedback, stating that it's "powerful," "emotional," and "gripping." This is good as it suggests that this is a music promo that the viewer enjoys watching, which will help me identify what it is in a music promo that grips the viewer and replicate this in the planning and construction stage of my project.
The second question i asked was whether the narrative of the music promo worked well with the music itself, which again came back positively. Most of the people asked from the focus group said that the video and images fitted with the lyrics really well, and that "The storyline is really easy to follow but also emotional and a bit controversial as well." Two of the five people i asked said that the music video was controversial because of the use of drugs and prostitues, however one of those two stated that they liked the fact that the video was controversial because it made it unique and different to other music promos.
I then asked if the music video works well and if anything should be changed, to which i got the replies such as, "Yes, i think the music video presents the song well and would make me want to listen to the rest of Ed Sheeran's music." The only negative response to this question was the fact that it may be too controversial with the use of drugs and prostitutes, and "full-frontal". One response was that they liked the way that Ed Sheeran plays a minor part in the music promo. This may be seen positively because it focuses more on the music than as Ed Sheeran as a celebrity, making the viewer able to relate to him more, however does not completely cut him out of the video so he is still recognized in it.
When asked, "Would this music promo make you buy the single/album?" a few of those asked said that, yes, the music video represents the single well and would make me want to see what else Ed Sheeran has to offer, however it was also said that it was more the song that would make a viewer buy the single/album as opposed to the music video itself. One of the five people asked however, said that they probably wouldn't buy the CD because they "don't normally listen to music."
I then asked the focus group whether the digi-pack and the music promo work well together, which I gained mixed responses from. Some said that, yes, the album artwork is similar to the music video in that they both have a serious tone to them, and others said that the album artwork represents Ed Sheeran as an artist well because of his image. The comments I got suggested that the colour of the music promo didn't match the colour of the digi-pack because of the orange digi-pack but black and white music promo. This suggests to me that when i create the digi-pack I should consider the colour schemes and ensure that it all ties in together for the best way of promoting the artist and the single.