Dissertation proposal : preparing for level 3 Amy catton
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Dissertation proposal : preparing for level 3 Amy catton n0500024 fash20032 2
CONTENTS
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Preface
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Introduction
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the dark net
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Immersive Tech
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Conclusion
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the InsIght
the InsIght
references
The consumer
The consumer
bibliography
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28 aPPENDIX
I remember when I first realised I enjoyed English Literature, it wasn’t the reading I liked, far from it in fact. It was the freedom of interpretation and the nature of analysing ideas and language. This piece of writing aims to also do that, my previous experience and excitement with English Literature has set the tone for all future projects I undertake and how I approach them. With the exception of PR & Events, the future career opportunities I have considered are within the field of Journalism and Trend Forecasting - language and research heavy roles. They are both situated in the Context section of the FCP Triangle, I think this is connected to the fact that my strengths relate to research, thinking of creative primary research as well as general research around many subjects as I am very curious and inquisitive about everything in life therefore I contain a lot of knowledge that is usually useful along the line. The interest within PR & Events has come from the realisation within the past five years that I am an extremely social person, I will talk to anyone who crosses my path and I like maintaining these relationships. I also excel in organising events and planning these events, something that PR is renowned for. However one of my weaknesses is public speaking and presentation skills, something that I need to improve on for the future especially if I go into PR, which is my main ambition.
pREFACE 4
PR & Events
Stylist
Visual Merchandiser
Execution Fashion PhotograpHER
Advertising
Creative Concept
Digital Marketing
Art Director
Big Idea Trend Forecasting
Journalist
Context
Buyer Figure 1 ‘FCP Triangle, own iMAGE, 2015.
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Market Researcher
Introduction The context behind both of my ideas is based on research that I had conducted due to inspiration from a lecture I attended last year by The Future Laboratory regarding future trends. These trends generally centralised around Emerging Technology and the Me-conomy. As stated in the preface, my inquisitive nature guided me towards exploring the Emerging Technology trend rather than the Me-conomy. As I have further explored Emerging Technology, both of my ideas have therefore developed within that strand of the industry. I think choosing a subject that is unknown territory for me makes the prospect of exploring it so exciting. Therefore the two subjects that I will be exploring within this report consist of The Dark Net & Immersive Tech. This report will outline the research from the cartograms, the concept of the ideas as well as the ways in which primary consumer research will be conducted.
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Figure 2 the Pinwheel Galaxy, 2009
THE DARK NET
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Figure 3 ‘tHE LOVERS’ MAGRITTE 1928 9
As discussed in the introduction, both ideas originated from the trend of Emerging Tech forecasted by LSN Global’s The Future Laboratory. The Dark Net focuses solely on the underbelly of the internet, the unexplored territory for the general public.The original theme of this idea began with the concept of anonymity; in the digital age of CCTV and Social Media giants such as Facebook collecting users data are we ever anonymous? I began my research by creating a trend cartogram after noticing the motifs in society that this has the potential to become a Macro Trend. Beginning with Trend Drivers I looked into the privacy issue that has recently hit the news the past year; Edward Snowden and The News of The World. Edward Snowden is a world famous whistleblower, revealing the secret operations of the NSA undertaking surveillance on American Citizens, something that is fundamentally against their amendment rights. The News of The World also broke privacy laws in the United Kingdom when they were caught hacking into celebrities and murder victims phones to gain access to breaking stories. I also referred to the recent reinstatement of the Conservative party as there was talk of a ‘Snooper’ Charter proposed by Theresa May, which will give the government access and permission to survey the general public, however this has been proposed with the idea of keeping tabs on known terrorists so there is a moral battle within this area of privacy.
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Trend Drivers
Trend impact
Trend consequences
Trend futures
“Some 49% of consumers are concerned about government or surveillance organisations monitoring their online activity” mintel 2015
Figure 4 Dark Net Cartogram , Own Image 2015 Moving on to the Trend Impact category of the cartogram, from the knowledge gained from the first category I had the insight that consumers are becoming more and more aware of their lack of privacy within the online world. They are beginning to think about other ways in which they can safely and anonymously use the internet. This was the case with the Arab Spring of 2010, as there was censorship of the uprising globally - revolutionaries took the Tor the most popular dark net browser in order to get access to social media such as Facebook and Twitter, sites that are blocked within Egypt. There has also been the recent surge in using the dark net for good such as Aphex Twin’s marketing for his album ‘Syro’. If consumers didn’t go to the .onion web address they were simply presented with code for the album track list rather than the decoded Tor version. This was revelled by his consumers who enjoyed the enigma atmosphere of using the dark net. This has therefore developed into Trend Consequences, such as the launch of the app Whisper, an anonymous social media that allows users to upload their secrets in an Instagram type format. This has been launched due to the fact that there is a consumer need for anonymity within the digital age. The Future Laboratory has revealed that “55% of US 14-34 year olds prefer to be anonymous online” LSN Global (2014) this has surged from past years as they are now beginning to think about their digital footprint and how things posted on the internet last forever.
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THE Future The Trend Futures therefore reflect this shift in our culture - there are now apps and services that aim to protect identity as well as personal data. The service TagMeNot.info allows users to untag themselves from photographs on the internet as well as their properties from Google Earth, this service has been used by the Royal family of Monaco. There is also the app Obscuracam which pixelates the users face and allows their identity to be hidden. Joe McShea and Lucian James write in The Business of Fashion (2014) ““We’re entering a period where anonymity is the biggest story of our time.” This is the future for any brand that not only wishes to differentiate themselves but also to become integrated with the political movement that has shifted our culture to the data conscious and thought provoking generation concerned with the consequences of our online lives.
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Figure 5 Obscured Face, Pinterest 2015
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From all the research that has been included within the cartogram - the insight I’ve gained has been that there is a demand for anonymity online from the use of dark net browsers and apps that cloak and protect the identity of the user from the government’s illegal snooping surveillance. However, there is the reputation that the dark net has among those who know of its existence - which is a minority anyway, yet the majority of users tend to take advantage and use it for criminal activity including drugs and child abuse. There is a positive side to Tor, especially within political activist circles, such as Edward Snowden who used this particular browser when whistleblowing.
Insight
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Figure 6 google search engine
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The Consumer MALE OCCUPATION: IT
30K Comic books
Figure 7 Consumer Profile #1, Own Image 2015
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Demographic - BC1
4
hours
3
hours
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The consumer for this will consist of many different segmentations, however the first I would want to target would be a Generation Y Millennial Male, who is already aware of Tor from his work in IT that he generally enjoys. He earns a fair wage and seeing as he’s a bachelor he has some dispensable money. Typically he enjoys playing video games and reading comic books, he belongs to the early majority of the Rogers Diffusion of Innovation Curve as he is exposed to up and coming things through his work and he is always willing to try something new. Since the awareness of the dark net is so low among the early majority of consumers, I want to bring the awareness of the option to remain anonymous and still use the internet. Most people do not realise there is another option than simply the ones they have familiarised themselves with out of habit. Therefore my main area of research will be to rebrand and reposition the dark net browser Tor, of which is often referred to as the ‘Google of the dark net’ as well as introduce it to a new consumer and therefore increase it’s reach. Jamie Bartlett says in his ‘The Dark Net’ (2014) “Outsiders, radicals and pariahs are often the first to find and use technology in shrewd ways, and the rest of us have much to learn from them.” I have to agree with Bartlett on this statement, we are now aware of the extreme capabilities of the dark net due to these “pariahs”, we can now begin to move the concept forward and introduce a civilised version of Tor that will be free from criminals and only used by the public.
Consumer
innovators early adopters early majority
late majority
laggards
Figure 8 Rogers diffusion of innovation own image 2015 17
Immersive tech
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Figure 9 Open Wall own image 2014
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Figure 10 Virtual Reality helmet, 2015
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My other idea also has been derived from the same trend as the dark net idea however this concept blurs the two realities of the physical and virtual worlds. With the acceleration of new technology and 4D experiences, how will things change? Cinemas and gaming are about to get an immersive makeover but what does this mean? Mintel research revealed that there is a underrepresented consumer within the games market and I think that they could possibly be intrigued and reached by the promise of a 4D experience. Once again a trend cartogram was created in order to categorise and visualise the journey of the thought process and timeline of the trends progression.
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To begin, I looked at the Trend Drivers to figure out why there is the trend and what has made it manifest itself in this moment of time. I discovered the Macro WGSN trend for AW 16/17 ‘Offbeat’ this refers to all aspects of design, there is the section that refers to “Play” as a reaction to the digital age and the ever growing seriousness that accompanies it, consumers will begin to want the opposite within certain aspects of their lives such as the entertainment industry - including within film, music and gaming. “Immersive Play” is a trend extension of this, as escapism will take over as consumers want to escape their ever connected busy lives, jobs and relationships by taking on a new identity whether that be in a game via first hand experience or voyeuristically via a film. Considering the Trend Impact of this concept shows the fascination and utter moreish bond we have with these unique experiences. There are many services now that blend fiction with fact and virtual reality with reality, one of these examples is Secret Cinema. A service that people pay for in order to first hand experience and interact one of their favourite films. Recent successes include the Back to the Future event that drew 80,000 fans within the month that it was being held. The utter brilliance of this is the complete immersiveness that consumers feel a part of, as the entire town from the film was recreated and mystique was preserved by confiscating phones. There was also the first ever 4D catwalk show at NYFW SS15 presented by Ralph Lauren. The models were projected as two stories tall and were able to walk on water in Central Park. Consumers relished in this moment and many Instagram posts were born. An American company are taking immersive gaming to an even bigger and better extreme by developing the world’s first 4D virtual reality game that is set to launch in 2016.
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Trend Drivers
Trend
Trend impact
consequences
Trend futures
Figure 11 Immersive tech Cartogram , Own Image 2015
The Trend Consequences include the Spike Jonze film ‘Her’ where Joaquin Phoenix plays a man who falls in love with an operating system. Something that is also creating an immersive atmosphere by displaying the negative effects that can develop from the total submersion of technology. Other entertainment outlets have also further explored the negative connotations to the fast pace of developing technologies of our time such as Charlie Brooker’s Black Mirror series that investigates the ever growing unease with the large part that technology has taken over within our lives. ‘The Entire History of You’ shows the breakdown of a human relationship due to the ease that technology had provided the couple with the ability to record and replay moments within their relationship. Turning small bouts of jealousy into heinous envy which then leads to death in the programme.
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Figure 12 tHE vOID, 2015.
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“companies like The Void are tapping into this idea of making virtual reality a kind of ‘shared dream’ as attending the cinema was once described.” Sophie Charara
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The Trend Futures therefore have followed the same strain as the categories that have preceded it. The moral debate that surrounds technology will forever be a grey area yet companies are still willing to develop controversial products the service that The Void will offer is where the future of virtual reality and 4D lies. However upon research into the current consumer of these products, I found that there is potential to target a new underrepresented consumer within the gaming market. The concept for this idea is to target the underrepresented consumer by creating and marketing a new service and brand that caters towards this consumer especially, as Sophie Charara (2015) explains “Companies like The Void are tapping into this idea of making virtual reality a kind of ‘shared dream’ as attending the cinema was once described.” Generation Z characteristics show that they are indeed searching for shared experiences, this is shown not only through their constant need to share their lives with the world of social media but also by their level on Maslow’s Hierarchy of Needs, McLeod (2014). They are currently within the Social and Esteem sections of the hierarchy meaning they are seeking acceptance, belonging, affection and love from personal relationships, as well as respect from others in the Esteem segment.
Insight
Figure 13 Maslow’s hierarchy of need, Own Image 2015 26
The Consumer
Figure 14 Consumer Profile #2, Own Image 2015
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female School
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20
pounds per week
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hours
5
hours
Demographic - C1C2D
Conclusion
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In conclusion, my two propsals are both within the area of technology but very dissociated areas, one explores the unchartered territory of the Dark Net and the marketing potential it has regarding fashion and lifestyle brands, in order to see this the Dark Net needs to be rebranded in order to be a viable option for consumers to utilise rather than the giant conglomerate that is Google. Consumers are more likely to be open to this service as they’re beginning to rethink the government and companies privacy and data collection of their personal information. The latter idea is less focused but explores the 4D technology and how that can cater to an underrepresented consumer in the form of a Generation Z teen girl. There is also the opportunity to create a new brand and service that exclusively cater to this consumer. Over the next few months, there is the need to carry out primary research within the consumer segment I want to learn more about. Simply asking questions will not suffice for this, as bias will most definitely be present. Therefore I will need to carry out an ethnographic study and follow and record the activities they undertake in the day that relates to how I will then market my brand to interact with them. I am also very excited to branch out of my usual comfort zone with my consumer as one of my weaknesses I discovered was that I usually target similar consumers to myself. There has only been one or two exceptions to this and therefore I am very excited to explore something that I haven’t had the opportunity to do. I will also attend exhibitions that I think are relevant and interesting to my projects; these include The Unseen Emporium that is being displayed at Somerset House. These will then form the basis of the research for my projects.
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Illustrations Figure 1 Catton A., FCP Triangle, 2015. Own Image. [Model] Figure 2 The Cosmos, 2009.The Pinwheel Galaxy, [Digital Image] Available at: http:// m51.tumblr.com/post/297716567/thecosmos-the-pinwheel-galaxy-m33 [Date Accessed 13th May 2015] Figure 3 Magritte,R., 1928. The Lovers [Painting, oil on canvas] Available at: http:// www.moma.org/learn/moma_learning/rene-magritte-the-lovers-le-perreuxsur-marne-1928 [Date Accessed 16th May 2015] Figure 4 Catton A., Dark Net Cartogram, 2015. Own Image. [Photograph] Figure 5 unknown., obscure face , 2015. Pinterest [digital image] available at: http:// madeinparisss.tumblr.com/post/11226812900 [Date Accessed 16th May 2015] Figure 6 nbc news., google search engine, 2014. [digital image] available at: http:// www.nbcnews.com/tech/tech-news/google-removes-first-search-resultsafter-eu-ruling-n141586 [Date Accessed 16th May 2015] fIGURE 7 Catton a., consumer profile # 1 2015. own image [Model] figure 8 catton a., rogers diffusion of innovation, 2015. own image [model] figure 9 Catton A., L’Oeuvre open wall, 2014. own image [photograph] figure 10 Man of many., virtual reality helmet, 2015 [digital image] available at : http://manofmany.com/sponsored/virtual-reality-becomes-virtual-realityoculus-rift-crashed-car-showroom/ [Date Accessed 16th May 2015] figure 11 Catton, a., Immersive tech cartogram, 2015 own image [photograph] figure 12 Edwards, l.,The void, 2015. [digital image] available at: http://www.pocketlint.com/news/133843-star-trek-holodeck-finally-real-the-void-mixes-vr-withlarp-for-gaming-heaven [Date Accessed 16th May 2015] figure 13 Catton, a., Maslow’s hierarchy of need, 2015. own image [model] figure 14 catton, a., consumer profile #2. 2015. own image [model]
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References LSN GLOBAL THE FUTURE LABORATORY, 2014. ‘Trend Briefing A/W 14: The Meconomy’ [Lecture] JAMES L, and MCSHEA J., 2014 Op-Ed | Unmasking Margiela [Online Article] Available at: http://www.businessoffashion.com/articles/opinion/op-edunmasking-margiela [Date Accessed 13th May 2015] BARTLETT, J., 2014.’The Dark Net’ [Book] William Heinemann. London CHARARA, S., 2015 ‘Run around physical arenas in virtual reality games with The Void’. [Online Article] Available at: https://www.wareable.com/vr/run-aroundphysical-arenas-in-virtual-reality-games-with-the-void-1119 [Date Accessed 13th May 2015] MCLEOD, S. 2014. ‘Maslow’s Hierarchy of Needs’ [Online Article] Available at: http://scannedretina.com/2014/07/24/maslows-hierarchy-2/ [Date Accessed 13th May 2015]
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Bibliography Articles CHARARA, S., 2015 ‘Run around physical arenas in virtual reality games with The Void’. [Online Article] Available at: https://www.wareable.com/vr/run-around-physical-arenas-invirtual-reality-games-with-the-void-1119 [Date Accessed 13th May 2015] MCLEOD, S. 2014. ‘Maslow’s Hierarchy of Needs’ [Online Article] Available at: http:// scannedretina.com/2014/07/24/maslows-hierarchy-2/ [Date Accessed 13th May 2015] JAMES L, and MCSHEA J., 2014 Op-Ed | Unmasking Margiela [Online Article] Available at: http://www.businessoffashion.com/articles/opinion/op-ed-unmasking-margiela [Date Accessed 13th May 2015] Books BARTLETT, J., 2014.’The Dark Net’ [Book] William Heinemann. London Lectures LSN GLOBAL THE FUTURE LABORATORY, 2014. ‘Trend Briefing A/W 14: The Me-conomy’ [Lecture] WANG, T., 2014. ‘The elastic self - understanding identity in social media’ [Video Recording] Available at: http://triciawang.com/updates/2014/1/26/new-talk-the-elastic-selfunderstanding-identity-in-social-m.html [Date Accessed 13th May 2015] Magazines ADBUSTERS, 2015. Issue #118 Manifesto for World Revolution, Part 2. MAY/JUNE 2015. MAKESHIFT, 2015 Issue #12 Law & Orders Podcasts ‘Secrets’, 2015. The Digital Human [Radio] BBC Radio 4,13th April 2015. Available at: http:// www.bbc.co.uk/podcasts/series/dh [Date Accessed 13th May 2015] Reports WGSN, 2014. ‘Macro Trends AW 16/17 -Offbeat’ [Online Report] Available at: http://www. wgsn.com.ezproxy.ntu.ac.uk/content/search/#/macro%2520trends [Date Accessed 14th May 2015]
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WGSN, 2014. ‘Consumer Behaviour – 10 Key Trends For 2015’ [Online Report] Available at: http://www.wgsn.com.ezproxy.ntu.ac.uk/content/search/#/ consumer%2520behaviour%2520key%2520trends [Date Accessed 14th May 2015] WGSN, 2015. ‘The (Young) New Contemporary’ [Online Report] Available at: http://www. wgsn.com.ezproxy.ntu.ac.uk/content/board_viewer/#/55447/page/1 [Date Accessed 14th May 2015] Ted Talks PEARCE, A., 2014 ‘The Dark Web’ [Video Recording] TEDxBrighton [Date accessed 13th May 2015] TERRY, K., 2014 ‘The dark side of the web - exploring darknets’ [Video Recording] TEDxSalem [Date accessed 13th May 2015] TV Shows ‘The Entire History of You’ 2011. Black Mirror Season 1, Episode 3 [TV] Channel 4 18th December 2011.
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Appendix appendix a Dark net research methodology
Method
Ethnographic - Silverback
Focus Group
Sample
15 Male and Femae Aged 18-34
10 Male and Female Aged 18-34
purpose
strengths
To observe the way An opportunity to consumers interact see without bias the with the internet, true nature of the measure their consumers internet usage and track habits. their engagement.
To dsicuss the A chance to thoughts and feelins gain an insight consumers have via the honest about privacy and and immediate anonymity within responses from the the digital age. group..
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weaknesses
outcomes
Effectiveness
Whilst being aware of beng tracked consumers may change their habits thus presenting bias.
I hope to see the outcome of this research method to prove that consumers are interested in privacy online.
I hope to be impressed by Silverback’s technology and abiliry to measure the usage.
Some consumers could be influenced by others answers therefore also presenting bias.
I hope to gain useful and insightful responses from my consumers that can lead to interesting results.
I hope that this method is very effective as it provides the collective thoughts of a group of consumers. s
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appendix b immersive tech research methodology
Method
Questionnaire - Survey
Creative Whiteboard Question
Sample
40 Female Consumers Aged 14-18
15 Female Consumers Aged 14-18
purpose
To gain insight into the thoughts and responses of teenage girls to the gaming market at present.
strengths
A survey will be easier to measure the results of - no open ended or misinterpreted questions.
To gain insight and The visuals of the visuals by using a consumers and the very open ended one worded answers question in order to will provide a unique show the various insight into the mind and different of the consumer. responses.
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Effectiveness
weaknesses
outcomes
There is the chance that there will be false responses and some leading questions.
I hope to see the outcome of this research method to prove that there is interest within this consumer for the 4D gaming market.
Surveys are usually effective but not the most appealing form of research therefore they are less effective than a creative method.
I hope to see the outcome of this research method to prove that there is interest within this consumer for the 4D gaming market.
In the past this method has proved very effective for visuals as well as the interesting responses and people interviewed.
There is the risk that the consumer will feel put on the spot and respond with an irrelevant answer.
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appendix c Preparation for level 3 presentation
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