Three odd socks = whole lotta value
Three odd socks = whole lotta value
October 10th, 2008 by Trends
We talk about understanding your punters a lot on here, in order to meet them where they’re at rather than expecting them to go out of their way to come to you. Here’s a store that just seems to ‘get’ 11-year-old girls and their sock-wearing habits.
Fresh from conquering US shoppers, … Read more
Beyond market research
Beyond market research
August 17th, 2008 by Thoughts
We’ve already noted how better understanding the consumer is critical to the success of cultural entrepreneurship. Market research can be used to identify the needs of consumers, as well as predicting how the market may receive a new product or service. However, many cultural entrepreneurs view formal market research with … Read more
Cultural literacy
Cultural literacy
August 17th, 2008 by Thoughts
For the cultural entrepreneur, consumer empowerment places a premium on cultural literacy, creativity and symbolic knowledge as sources of power. Socio-cultural factors outweigh traditional production factors in determining the viability of a cultural product. Whereas in other industries, the ‘quality of the idea’ may be sufficient to predict success against, … Read more
Emotional mapping
Emotional mapping
August 3rd, 2008 by Tools
To understand the many emotional influences impacting upon your users, emotional geography - involving mapping whilst exploring the connections and opportunities therein - provides a consumer research tool that can be just as useful as physical mapping of culture facilities.
We have already mentioned the role that geography plays for … Read more
Trend creators/trend catchers
Trend creators/trend catchers
July 2nd, 2008 by Thoughts
In short, how can aspiring cultural entrepreneurs navigate and exploit the opportunities created by future trends? Do we catch and exploit trends - and if so, how? - or, as the creative powerhouse of society, should culture institutions be creating them?