Theme that we will cover is‌
BRIEF THE
BRIEF FOR THIS PROJECT IS TO DEVELOP MY
RESEARCH SKILLS AND TO GAIN A FULL UNDERSTANDING OF THE DIFFERENT RESEARCH STAGES.
IN
ORDER TO
DO THIS THE PROJECT HAS BEEN DIVIDED INTO
3
STAGES, THESES ARE TO SEE HOW FLAMINGO WOULD GO ABOUT RESEARCHING IF THIS BRIEF WAS GIVEN TO THEM BY A CLIENT. AN
INVESTIGATION
FIRST
INTO
A
THEY WOULD CONDUCT
TARGET
AUDIENCE
OR
FOCUS ON THE TOPIC OF THE QUESTION BY MANAGING INTERVIEWS, THE
BLOGGERS
RESPONDENT.
AND
DURING
VIDEO THIS
DAIRIES
FIRST
FROM
STAGE
WILL BECOME THE RESPONDENT DOCUMENTING WHAT
I I
DO MY ROUTINE, MY THOUGHTS AND UNDERSTANDING THIS
IS
A
VITAL
STAGE
AS
ABLE TO USE THE INFORMATION THIS
PRIMARY
STAGE
TO
I WILL ONLY BE I PROVIDED WITHIN
PROGRESS
FURTHER
ALL
THE WAY THROUGH TO THE DESIGN STAGE OF THIS PROJECT. THAT
THESES
FLAMINGO
ARE
WORK
THE WITHIN
SAME
RESTRICTIONS
WHEN
INFORMATION TO A CLIENT
PRESENTING
27
We would like to take you on the whole research journey…
PART 01: Til the 8th April
PART 02: Until 2nd May
PART 03: Until Hand in Date
BE A RESPONDENT This stage you are not a designer – but need to represent your life around the theme
BE A RESEARCHER
BE A DESIGNER
Work with us in analysis / interpretation of key themes and ideas
We will become the client – set the brief, provide the content
Capture your everyday life around a theme
Visual research brief – around the category
You will become our designer – acting like a professional would
Three distinct stages – need to engage and participate with each stage in turn – don’t jump ahead
WHAT IS FLAMINGO IS A RESEARCH, THINKING AND STRATEGY COMPANY. THEIR PHILOSOPHY ‘WE USE A WIDE AND VARYING RANGE OF APPROACHES AND TOOLS IN THE WORK WE DO, BUT WE ARE NOT GUIDED BY METHODOLOGIES. MORE THAN ANYTHING WE APPLY OUR OWN INTUITION AND EXPERIENCE TO ANY RESEARCH PROBLEM. RESEARCH SHOULD BE ENABLING, IT SHOULD INSPIRE. IT SHOULD NOT BE THOUGHT OF AS A CONSUMER ARBITRATION PROCESS.’ WE BELIEVE QUALITATIVE RESEARCH SHOULD ALSO CONCERN ITSELF WITH FINDING OUT ABOUT THE PEOPLE - HOW INDIVIDUALS INTERACT WITH BRANDS IN THEIR OWN CULTURAL CONTEXTS. THE BRAND’S TRUTH IS NOT OBJECTIVE, RATHER IT EXISTS IN THE RELATIONSHIP
THAT
IT
FORMS
IN
ITS
INTERACTION
WITH
AN
FLAMINGO
USES
TO
INDIVIDUAL.
ETHNOGRAPHIC HELP
GIVE
CONSUMERS.
IS
A
KEY
CORPORATIONS
AS
METHOD A
WHICH
BETTER
UNDERSTANDING
OF
THEIR
THE DESIGN INDUSTRY HAS SHIFTED FROM FIXED
SCIENCE AND FEEDING THE PUBLIC WITH OUTCOMES THEY CAN’T RELATE
TO.
MORE
COMPANIES
LIKE
FLAMINGO
ARE
USED
BRIDGE THE GAP BETWEEN THE PUBLIC AND CORPORATIONS.
TO
FLAMINGO? THROUGH
ETHNOGRAPHIC RESEARCH THAT TAKES PLACE AT THE ACTUAL ‘SITE’ OF CONSUMER BEHAVIOUR AND DECISIONS – IN A BAR, IN A SHOP, IN A GYM, IN SOMEBODY’S HOME. IT PROVIDES A MORE HOLISTIC AND NUANCED VIEW OF WHAT IS ACTUALLY GOING ON. USING
5
We are a qualitative market research agency…
PEOPLE We talk to people about what they do and how they live their lives
CULTURE We understand the cultural context in which people and brands live – around the world
BRANDS We understand brands and how to craft them within these contexts
Our job is to help brands understand how they fit into their customers’ lives, cultural contexts and behaviours
RESPONDENT WHAT
ADVERTISING
SEE
ON
DO
BILLBOARDS?
TV?
MAGAZINES?
WHAT WHAT
YOU
IS THE NEWEST THING IS
YOUR
DAILY
?
BEAUTY
REGIME
WHERE THINK
THINK
AT HOME, ON THE GO, MAKE UP, HAIR, BEAUTY
HAPPENS
PERSONAL GROOMING
WHAT
IS YOUR IDEA OF BEAUTY?
WHAT
WOULD YOU LIKE TO DO
FOR A FITNESS REGIME?
SHOW US YOUR REGIME ? GYM? DO YOU GO?
WHAT WHAT HOW
WOULD
BE
YOUR
GYM EXPERIENCE? ARE
THE
BENEFITS
OF
FITNESS FOR YOU? DO
YOU
FEEL
ABOUT IT
WHAT
IDEAL
EMOTIONAL
?
DOES IT MEAN FOR YOU TO BE FIT?
RESPONDENT WHAT
DOES
IT
MEAN
HEALTHY
WHAT
TO
BE
?
DOES IT MEAN TO FEEL WELL
?
SICKNESS?
MEDICATION ? WHAT PRODUCTS/ARTICLES/ADVERTS APPEAL TO YOU ? HOW DO YOU MAINTAIN WELLNESS ? HOW DO YOU PREVENT ILLNESS?
ONE
THEME THAT BECOME A STRONG
DAILYBOOTH
TOPIC OF DEBATE ON THE
BLOG SITE WAS THE QUESTION WHAT IS BEAUTY
?
AND
DO
WHEN
BEAUTIFUL
WHERE DO WE FIND IT WE
FIND
OURSELVES
.
WHAT PEOPLE THINK ISN’T A STRAIGHT YES
OR
IN
NO
ANSWER
DIFFERENT
FROM
INNER
WE
FORMS BEAUTY
BELIEVE
OF TO
BEAUTY NATURAL
BEAUTY OR EVEN EXTERNAL BEAUTY.
ONE IS
THING THAT DID BECOME CLEAR THAT
WITH
CELEBRITIES
BEING
SHOWN AS BEAUTIFUL PEOPLE BEHIND THE
CAMERA
DIFFERENT
THEY WITHOUT
CAN
LOOK
THE
VERY
CREW
OF
PEOPLE EMPLOYED TO MAKE THEM LOOK GOOD,
OR
THE
ADDED
BENEFIT
TECHNOLOGY A WITH AIR BRUSHING
MOST
OF
.
PEOPLE DESCRIBED THEMSELVES
AS BEAUTIFUL WHEN FEELING THEIR BEST AND ENJOYING THEMSELVES NOT ALWAYS WHEN THEY ARE DOLLED UP.
ME AT MY BEST
THEMES BEAUTY MYTHS AFTER RESEARCHING E
KEY
REFERENCE
REOCCURRING FROM
INTO THE THEMES OF BEAUTY TO
THEME.
PREVIOUS
BEAUTY
MYTHS
LOOKING
GENERATIONS
INTO
HAVE
BECOME
A
HOW
WOMEN
PASSED
DOWN
MYTHS AND FACTS ABOUT BEAUTY AND THE NATURAL PRODUCTS
THAT
CAN
BEAUTY.
ANOTHER
BE
USED
TO
ELEMENT
HELP
TO
PROMOTE
THIS
MYTH
REMEDIES ARE THE ONES WHICH COME FROM SOCIETY AND THINS WE HAVE DISCOVERED ON OUR OWN
“LEMONS
ARE
MY
BEAUTY
SECRET.
I
USED
. TO
THINK THAT WHEN MY MUM AND GRANDMA USED TO TELL ME TO USE LEMONS THEY WERE BEING SILLY BUT
I
LEMONS
GAVE INTO THIS MYTH AND ITS NOW FACT. ARE A GREAT BEAUTY SECRET, THEY HELP
TO MINIMIZE BODY ODOUR, TONE SKIN SO IT IS EVEN,
AND
DEEPLY
CLEANSES.
JUST
SQUEEZE
LEMON JUICE ON COTTON WOOL AND WIPE IT OVER YOUR FACE, THEN LET IT DRY.
ONCE
ITS DRY
AND A LITTLE STICKY RINSE WITH COLD WATER.”
THEMES BEAUTY WITHIN
IDOLS THE BEAUTY INDUSTRY THERE ARE A WIDE VARIETY
OF CELEBRITIES THAT WE ADMIRE BECAUSE OF HOW BEAUTIFUL ARE.
WE MOVIES. WE
THEY IN
SEE
THEM
OFTEN
ADVERTS,
IN
EVEN
FIND
ON
OURSELVES
TV
AND
COMPARING
OURSELVES TO THESES IDOLS OF BEAUTY WHO ARE GROOMED TO PERFECTION BY A TEAM OF PEOPLE.
PART
OF THEIR JOB
IS TO LOOK GOOD AND OFTEN WE FIND OURSELVES TRYING TO LIVE UP TO THEIR STANDARDS OF BEAUTY SOME OF WHICH ARE UNREALISTIC.
“CHERYL COLE WORLD
AT
‘BEAUTY’
THE IN
SEEMS TO BE THE DARLING OF THE BEAUTIFUL MOMENT. THE
WEST
SHE
IS
AN
COMPRISES
EXAMPLE OF:
OF
SLIM
GREAT HAIR, IMMACULATE MAKE-UP, ETC.”
“SCARLETT JOHANSEN
LOOKS
LOVELY,
SO
MUCH
WHAT
FIGURE, BETTER
LOOKING THAN THE GIRLS THAT ARE JUST SKIN AND BONES, AND
WHY?
BECAUSE
SHE
LOOKS
EPITOME OF NATURAL BEAUTY. COULD
RELATE
TO
”
CATWALK MODELS.
HER
I
RATHER
HEALTHY
AND
HAPPY
THE
THINK MANY MORE PEOPLE THAN
THE
SUPER
SKINNY
INITIAL THIS
DESIGN WAS INSPIRED BY A NATURAL BEAUTY PRODUCT COD
LIVER OIL CAPSULE.
INSIDE A
A BIGGER VERSION OF THE TABLET BOTTLE WOULD BE
VARIETY
OF
BEAUTY
SECRETS
AND
REMEDIES
THAT
WILL
BE
FOLDED INTO A CONCERTINA FOLD THEN PLACED WITH IN CAPSULE CONTAINER. AS
I
I
DIDN’T CONTINUE
WITH THIS INITIAL DESIGN
THOUGHT THE OVERALL CONCEPT APPEARED TO CLINICAL
FOR THIS BRIEF, AND WANTED BEAUTY TO REPRESENT A MORE ORGANIC APPROACH.
IDEAS THE
CONCEPT BEHIND THIS IDEA WAS TO USE A FRUIT AS THE
STRUCTURE OF A
3D
LEAFLET THAT COULD STAY ON THE CLIENTS’
DESK AS A TACTILE PIECE OF DESIGN.
THIS
IS CASE
I
HAVE
USED THE EXAMPLE OF HALF A LEMON THAT WILL BE SLICED INTO SEVERAL SECTIONS BUT EACH SECTION IS CONNECTED SO AS YOU PULL ONE SLICE THE REST FOLLOW.
I
ON
THIS PIECE OF FRUIT
COULD TELL THE STORY USING A COUPLE OF WORDS PER SLICE
TO SLOWLY REVEAL THE MESSAGE TO THE CLIENT AND THEREFORE CONTROL THE INTERACTION THEY HAVE THIS THE STRUCTURE,
I
THOUGHT THIS STRUCTURE WOULD WORK WELL FOR THE BRIEF BUT
I’M
UNSURE OF HOW TO MAKE IT OR WHAT MATERIALS WOULD
BE NEEDED.
INITIAL WHEN CONSIDERING MY FOCUS I WANTED TO REFLECT THE
ON THE MYTHS THEME NOSTALGIC QUALITY
BEHIND A LOT OF THE RESPONDENTS STORIES OF THE PASSED DOWN MYTHS IN THEIR FAMILIES.IN THE IMAGE BELOW IS AN INITIAL DESIGN SKETCH OF
A LEAFLET FOLD OUT THAT
I
HAVE REDE-
SIGNED TO LOOK LIKE A KITCHEN CUPBOARD ON THE SHELF ARE SOME OF THE NATURAL FOODS ON THE MYTH LIST
. I
IDEAS THIS
IDEA WAS INSPIRED MY A DRESSING TABLE
WHERE MOST WOMAN FEEL THEY MAKE A TRANSFORMATION EVERY MORNING
I
WANTED TO CREATURE
THE VOICE OF THE CONSUMER IN THE REFLECTION OF THE MIRROR AND USING THE
3D
POP UP PROD-
UCTS ON THE DRESSING TABLE THAT CAN PEELED OFF TO READ WHAT THE RESPONDENT THOUGHT BOUT THE PRODUCT IN THEIR ROUTINE
PROTOTYPES
IN
ORDER TO PRODUCE A PIECE THAT WOULD BE VISUALLY ENGAGING
AND ALSO GIVE SOME TACTILE RESPONSE
I
LOOKED INTO USED DIF-
FERENT BINDING AND FOLDING METHODS FOR THE INFORMATION LEAFLET
I
WANT TO PRODUCETHE IMAGES ON THIS PAGE ARE OF
OF A FOLD OUT
3D
A PROTOTYPE
LEAFLET WHICH IS MORE ENGAGING THAN A BASIC
FOLD LEAFLET AS IT CHANGES THE DIRECTION OF INFORMATION WITH EACH SQUARE FOLD
. THEREFORE
EACH SQUARE COULD REPRESENT A
NEW VOICE OF THE RESPONDENT
THIS
PROTOTYPE WAS MADE USING AN OLD CD TO GET ITS CIRCULAR
3
SHAPE THEN DIVIDED INTO
AREAS AND USING FLEXIBLE BINDING
TO HOLD IT TOGETHER AND TO GIVE IT DIFFERENT MOVEMENTS. THINK
THAT
THIS
CONVERSATIONS AS VIEWS
SO
ON
ONE
PIECE
I
COULD
BE
USED
WELL
TO
HAVE
3
I WAY
NOTICED THAT THERE WERE OFTEN TWO DIFFERENT
IMAGE
WHEN
THE
RESPONDENTS
WERE
INTERACTING.
ONE SIDE COULD BE AN IMAGE OF A CELEBRITY THE OTHER SIDE
COULD BE THE FIRST RESPONDENT DESCRIBING HER AS BEAUTY AND ON THE THIRD SIDE THE SECOND RESPONDENT COULD BE DESCRIBING THE SAME CELEBRITY AS BEING FAKE OR UNNATURAL
DEVELOPMENT THESES
ILLUSTRATIONS
ON
THIS
PAGE
ARE LINKED TO THE THEMES OUTLINED BY FLAMINGO.
WITH
THE RESTRICTION
ON ONLY USING THE IMAGES THAT WERE SHOWN
ON
DECIDED
THE TO
COMMENTS
I
DAILY
BOOTH
ILLUSTRATE FEEL
THAT
SITE
FROM THIS
I
PEOPLE WORKS
BETTER THAN USING RANDOM IMAGES AS IT HAS THE SAME STYLE AND IS VISUALLY UNIFORMED.
THE
IMAGES
ARE MYTHS
WITH
THE
BLUE
BORDER
AND THE BLACK BORDER IS
THE THEME IDOLS
WHITE
My perception of beauty has a lot to do with charisma. It’s less about having the perfect body or face, but more about the quirky little details that distinguish you from someone else.
FUN NATURAL
FAME
I feel beautiful just having fun, travelling and exploring new places makes me feel like more of a well rounded person
TAN I feel beautiful when getting a tan. I love Lots of celebrities are the whole experience famous for just being of lying in the sun, beautiful, but lets and going out in face it they have more the evenings feeling time and much more healthy. The sun money on their hands changes my mood and therefore can pay completely and people to make them getting a tan makes look more beautiful me feel even better
Being beautiful is a radiating glow from inside out. A charm that is contagious & lifts the mood of others. Being beautiful equals being positive & attractive, inside & out. It’s showing appreciation and being appreciative.
A lot of the celebrities Looking to my Indian in the Philippines heritage, there (and parts of Asia) like seems to be a more to be “white”, which honest definition is achieved either of beauty similar to through make-up how women in the or bleaching. They 50s were viewed in don’t understand why the West. It is about I choose to stay in enhancing natural the sun when I’m on attributes rather than holiday there. camouflaging or changing.
CHARISMA
The older I get the longer my nighttime beauty regime gets; remove eye make-up, wash face with gentle cleanser, apply eye cream and night serum. In my twenties I barely even washed my face at night. Youth = beauty!
POSITIVE
YOUTH
FINAL DESIGN
Scarlett Johansen looks lovely, better looking than the girls that are just skin and bones, and why? Because she looks healthy and happy the epitome of natural beauty.
DARLING HEALTHY
SULTRY
My whole life I’ve had dark circles under my eyes and even now, if I don’t use some concealer to cover them, I always get people asking if I’m tired. It’s a shame that there aren’t any products that I’ve found marketed to guys like me.
SWEET TIRED ?
PALE This picture of Dita Von Teese to me is beauty. The 40s look is sexy without trying too hard, just a touch of red lipstick. Let’s celebrate pale skin!”
This dove campaign uses ‘real’ women to represent their brand, which I think works well. All the advertisements you see normally just use airbrushing fake hair, fake eyelashes, and all that jazz. Sometimes it’s refreshing to see normal people
I think it’s awful how magazines can criticise celebrities for pictures of them wearing no make-up. It’s good; it makes them seem more like the rest of us. These types of magazines send the message to girls that it’s not alright to go out
Cheryl Cole seems to be the darling of the beautiful world at the moment. She is an example of what ‘beauty’ in the West comprises of: slim figure, great hair, immaculate makeup, etc.
I think the most beautiful girl is Jennifer Aniston, she is so simple in her style, in her movies she keeps her sweet personality. She’s got an amazing smile and an amazing figure thanks to Pilates class
CRITICISE
REAL
Penelope Cruz. Now, she is magnetic, sultry, fiery, and extremely confident. Her personality shines through and contributes to her beauty. I want to be her friend and hang out with her because her fire within seems contagious
CUCUMBER
Grapefruit is not a common fruit but I like it. When I feel some extra weight on my body I eat it. It’s often said that grapefruit helps boost your metabolism and encourages fat reduction
Many Parisian ladies, in the secrecy of their own chambers, bind their faces with thin slices of raw beef or veal. For several years a popular lady used this remedy to feed the tissues of the face, with remarkable results.
LEMON ALOE VERA AVOCADO
Avocado is packed with antioxidants, not to mention potassium, vitamins and good fats, avocados are your best foodie weapon in the fight against wrinkles.”
MY
FINAL
THOUGHT
THIS
RESPONDENT
CAN
GAIN
BE
VOICE MOST
AS
IT
IS
PRODUCED
A
IN
GOOD A
.
SMALL
CHATTERBOXES
WAY
TO
PLAYFUL
INFORMATION
OPINION ON ONE TOPIC DESIGN
I
PIECE
WOULD
THE
THE
VEAL
FOR
GRAPEFRUIT
My grandmothers used to say that eating codfish skin makes your boobs grow! It’s one of those myths that live inside communities and families and that stuck with me for some
My favourite things are Jalapenos I put them on anything and everything. There are so many health benefits with them too, they help with weight loss, headaches, congestion, high blood pressure and they contain anti oxidants just to name a few
Slice of cucumbers on your eyes – I’ve heard that if you suffer from under eye bags cucumber is the remedy... I just like putting it on in general! It feels so refreshing
I have an Aloe vera plant. My boyfriend’s Nan gave it to us for our flat. You are supposed to rip some off and apply it to your skin if you burn yourself. Luckily for me I haven’t had to use it yet!
JALAPENO
CODFISH
When my mum and grandma used to tell me to use lemons they were being silly but I gave into this myth and its now fact. Lemons help to minimize body odour, tone skin so it is even, and deeply cleanses.
AND
I
COMMUNICATE
WAY
WHERE
HAVE
A
YOU
VARIED
IT’S A PRATICAL PIECE OF AND
EASY
TO
CARRY
AROUND
FOR THE PROFESSIONAL IF THEY WANTED TO GIVE IT TO AN ADVERTISING TEAM TO SHOW THEM WHAT PEOPLE THINK ABOUT BEAUTY OR IT COULD BE SOMETHING THEY KEEP TO REMEMBER FLAMINGO FOR FUTURE PROJECTS AS ITS ABOUT THE SAME SIZE AS A BUSINESS CARD WHEN FOLDED FLAT
. IF I
WERE TO IMPROVE MY FINAL PIECE
I
WOULD
USE A DIFFERENT PAPER MAYBE SOMETHING THAT LOOKS MORE ORGANIC SUCH AS HAND MADE PAPER
.