Theme that we will cover is…

BRIEFTHE 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. FIRST THEY WOULD CONDUCT AN INVESTIGATION INTO A TARGET AUDIENCE OR FOCUS ON THE TOPIC OF THE QUESTION BY MANAGING INTERVIEWS, BLOGGERS AND VIDEO DAIRIES FROM THE RESPONDENT. DURING THIS FIRST STAGE I WILL BECOME THE RESPONDENT DOCUMENTING WHAT I DO MY ROUTINE, MY THOUGHTS AND UNDERSTANDING THIS IS A VITAL STAGE AS I WILL ONLY BE ABLE TO USE THE INFORMATION I PROVIDED WITHIN THIS PRIMARY STAGE TO PROGRESS FURTHER ALL THE WAY THROUGH TO THE DESIGN STAGE OF THIS PROJECT. THESES ARE THE SAME RESTRICTIONS THAT FLAMINGO WORK WITHIN WHEN PRESENTING

INFORMATION TO A CLIENT

BRIEF

27

We would like to take you on the whole research journey…

PART 01:Til the 8th April

PART 03:Until Hand in Date

PART 02:Until 2nd May

Three distinct stages – need to engage and participate with each stage in turn – don’t jump ahead

BE A RESPONDENTThis stage you are

not a designer – but need to represent

your life around the theme

Capture your everyday life around

a theme

BE A RESEARCHER

Work with us in analysis /

interpretation of key themes and ideas

Visual research brief – around the

category

BE A DESIGNER

We will become the client – set the brief, provide the content

You will become our designer – acting like a professional

would

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 INDIVIDUAL.ETHNOGRAPHIC IS A KEY METHOD WHICH FLAMINGO USES TO HELP GIVE CORPORATIONS A BETTER UNDERSTANDING OF THEIR CONSUMERS. AS 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 TO BRIDGE THE GAP BETWEEN THE PUBLIC AND CORPORATIONS.

WHAT IS FLAMINGO?

WHAT IS FLAMINGO?

5

We are a qualitative market research agency…

Our job is to help brands understand how they fit into their customers’ lives, cultural contexts and behaviours

PEOPLE We talk to people

about what they do and how they live their lives

BRANDSWe understand brands and how to craft them within these contexts

CULTUREWe understand the cultural context in which people and

brands live – around the world

THROUGH USING 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.

RESPONDENTWHAT ADVERTISING DO YOU SEE ON BILLBOARDS? TV?

MAGAZINES? WHAT IS THE NEWEST THING ?WHAT IS YOUR DAILY BEAUTY

REGIME WHERE BEAUTY HAPPENS - THINK AT HOME, ON THE GO, THINK MAKE UP, HAIR,

PERSONAL GROOMINGWHAT IS YOUR IDEA OF BEAUTY?

RESPONDENTWHAT WOULD YOU LIKE TO DO

FOR A FITNESS REGIME?SHOW US YOUR REGIME ?GYM? DO YOU GO?

WHAT WOULD BE YOUR IDEAL GYM EXPERIENCE?

WHAT ARE THE BENEFITS OF FITNESS FOR YOU?

HOW DO YOU FEEL EMOTIONAL ABOUT IT ?

WHAT DOES IT MEAN FOR YOU TO BE FIT?

WHAT DOES IT MEAN TO BE HEALTHY ?

WHAT DOES IT MEAN TO FEEL WELL ?

SICKNESS? MEDICATION ?

WHAT PRODUCTS/ARTICLES/AD-VERTS APPEAL TO YOU ?

HOW DO YOU MAINTAIN WELL-NESS ?

HOW DO YOU PREVENT ILLNESS?

RESPONDENT

RESPONDENT

ONE THEME THAT BECOME A STRONG TOPIC OF DEBATE ON THE DAILYBOOTH BLOG SITE WAS THE QUESTION WHAT IS BEAUTY ? WHERE DO WE FIND IT AND WHEN DO WE FIND OURSELVES BEAUTIFUL .

WHAT PEOPLE THINK ISN’T A STRAIGHT YES OR NO ANSWER WE BELIEVE IN DIFFERENT FORMS OF BEAUTY FROM INNER BEAUTY TO NATURAL BEAUTY OR EVEN EXTERNAL BEAUTY. ONE THING THAT DID BECOME CLEAR IS THAT WITH CELEBRITIES BEING SHOWN AS BEAUTIFUL PEOPLE BEHIND THE CAMERA THEY CAN LOOK VERY DIFFERENT WITHOUT THE CREW OF PEOPLE EMPLOYED TO MAKE THEM LOOK GOOD, OR THE ADDED BENEFIT OF TECHNOLOGY A WITH AIR BRUSHING . MOST PEOPLE DESCRIBED THEMSELVES AS BEAUTIFUL WHEN FEELING THEIR BEST AND ENJOYING THEMSELVES NOT ALWAYS WHEN THEY ARE DOLLED UP.

ME AT MY BEST

THEMESBEAUTY MYTHS AFTER RESEARCHING INTO THE THEMES OF BEAUTY E KEY REFERENCE TO BEAUTY MYTHS BECOME A REOCCURRING THEME. LOOKING INTO HOW WOMEN FROM PREVIOUS GENERATIONS HAVE PASSED DOWN MYTHS AND FACTS ABOUT BEAUTY AND THE NATURAL PRODUCTS THAT CAN BE USED TO HELP PROMOTE BEAUTY. ANOTHER ELEMENT TO 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 GAVE INTO THIS MYTH AND ITS NOW FACT. LEMONS 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.”

THEMESBEAUTY IDOLS WITHIN THE BEAUTY INDUSTRY THERE ARE A WIDE VARIETY OF CELEBRITIES THAT WE ADMIRE BECAUSE OF HOW BEAUTIFUL THEY ARE. WE SEE THEM IN ADVERTS, ON TV AND IN MOVIES. WE OFTEN EVEN FIND OURSELVES 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 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 MAKE-UP, ETC.” “SCARLETT JOHANSEN LOOKS LOVELY, SO MUCH BETTER LOOKING THAN THE GIRLS THAT ARE JUST SKIN AND BONES, AND WHY? BECAUSE SHE LOOKS HEALTHY AND HAPPY THE EPITOME OF NATURAL BEAUTY. I THINK MANY MORE PEOPLE COULD RELATE TO HER RATHER THAN THE SUPER SKINNY CATWALK MODELS.”

THIS DESIGN WAS INSPIRED BY A NATURAL BEAUTY PRODUCT COD LIVER OIL CAPSULE.INSIDE A BIGGER VERSION OF THE TABLET BOTTLE WOULD BE A VARIETY OF BEAUTY SECRETS AND REMEDIES THAT WILL BE FOLDED INTO A CONCERTINA FOLD THEN PLACED WITH IN CAPSULE CONTAINER. I DIDN’T CONTINUE WITH THIS INITIAL DESIGN AS I THOUGHT THE OVERALL CONCEPT APPEARED TO CLINICAL FOR THIS BRIEF, AND WANTED BEAUTY TO REPRESENT A MORE ORGANIC APPROACH.

INITIAL

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. ON THIS PIECE OF FRUIT I 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.

IDEAS

INITIAL

WHEN CONSIDERING MY FOCUS ON THE MYTHS THEME I WANTED TO REFLECT THE 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 TRANSFOR-MATION 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 A PROTOTYPE OF A FOLD OUT 3D 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 SHAPE THEN DIVIDED INTO 3 AREAS AND USING FLEXIBLE BINDING TO HOLD IT TOGETHER AND TO GIVE IT DIFFERENT MOVEMENTS. I THINK THAT THIS PIECE COULD BE USED WELL TO HAVE 3 WAY CONVERSATIONS AS I NOTICED THAT THERE WERE OFTEN TWO DIFFERENT VIEWS ON ONE IMAGE WHEN THE RESPONDENTS WERE INTERACTING. SO 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 THE DAILY BOOTH SITE I DECIDED TO ILLUSTRATE FROM PEOPLE COMMENTS I FEEL THAT THIS WORKS BETTER THAN USING RANDOM IMAGES AS IT HAS THE SAME STYLE AND IS VISU-ALLY UNIFORMED. THE IMAGES WITH THE BLUE BORDER ARE MYTHS AND THE BLACK BORDER IS THE THEME IDOLS

My p

erce

ptio

n of

be

auty

has

a lo

t to

do w

ith ch

arism

a. It

’s le

ss a

bout

hav

ing

the

perfe

ct b

ody o

r fa

ce,

but m

ore

abou

t the

qu

irky l

ittle

det

ails

that

dist

ingu

ish yo

u fro

m so

meo

ne e

lse.

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.

I feel beautiful when

getting a tan. I love the w

hole experience of lying in the sun, and going out in

the evenings feeling healthy. The sun

changes my m

ood com

pletely and getting a tan m

akes m

e feel even better

Lots of celebrities are fam

ous for just being beautiful, but lets

face it they have more

time and m

uch more

money on their hands

and therefore can pay people to m

ake them

look more beautiful

I fee

l bea

utifu

l jus

t ha

ving

fun,

trav

ellin

g an

d ex

plor

ing

new

pl

aces

mak

es m

e fe

el

like

mor

e of

a w

ell

roun

ded

pers

on

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!

Looking to my Indian heritage, there

seems to be a more honest de!nition

of beauty similar to how women in the 50s were viewed in the West. It is about enhancing natural

attributes rather than camou"aging or

changing.

A lot of the celebrities in the Philippines

(and parts of Asia) like to be “white”, which

is achieved either through make-up or bleaching. They

don’t understand why I choose to stay in

the sun when I’m on holiday there.

NATU

RAL

CHARISMA

YOUT

H

TAN

FAME FUN

POSITIVEWHITE

FINAL DESIGN

Penelope Cruz. Now, she is magnetic, sultry, !ery, and

extremely con!dent. Her personality

shines through and contributes to her

beauty. I want to be her friend and hang

out with her because her !re within seems

contagious

This picture of Dita

Von Teese to me is

beauty. The 40s look is sexy w

ithout trying too hard, just a touch

of red lipstick. Let’s celebrate pale skin!”

Cheryl Cole seems to

be the darling of the beautiful w

orld at the m

oment. She is

an example of w

hat ‘beauty’ in the W

est com

prises of: slim

!gure, great hair, im

maculate m

ake-up, etc.

This

dove

cam

paig

n us

es ‘r

eal’ w

omen

to

repr

esen

t the

ir br

and,

whi

ch I t

hink

w

orks

wel

l. All

the

adve

rtise

men

ts yo

u se

e no

rmal

ly ju

st u

se

airb

rush

ing

fake

hai

r, fa

ke ey

elas

hes,

and

all

that

jazz

. Som

etim

es

it’s r

efre

shin

g to

see

norm

al p

eopl

eI 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

I thi

nk th

e m

ost

beau

tiful

girl

is

Jenn

ifer A

nist

on, s

he

is so

sim

ple

in h

er

styl

e, in

her

mov

ies

she

keep

s her

swee

t pe

rson

ality

. She

’s go

t an

am

azin

g sm

ile

and

an a

maz

ing

!gur

e th

anks

to

Pila

tes c

lass

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.

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.

REAL

SUL

TRY

HEAL

THY

DARLING

CRITICISE

PALE

SWEET

TIRE

D ?

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.

Avocado is packed with antioxidants,

not to mention potassium, vitamins

and good fats, avocados are your

best foodie weapon in the !ght against

wrinkles.”

Slice of cucumbers

on your eyes – I’ve heard that if you

su#er from under eye

bags cucumber is the

remedy... I just like

putting it on in general! It feels so refreshing

Grapefruit is not a com

mon fruit but

I like it. When I feel

some extra w

eight on m

y body I eat it. It’s often said that

grapefruit helps boost your m

etabolism

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.

My favourite things are Jalapenos I put them on anything

and everything. There are so many health

bene!ts with them too, they help with weight

loss, headaches, congestion, high blood

pressure and they contain anti oxidants

just to name a few

I hav

e an

Alo

e ve

ra

plan

t. M

y boy

frien

d’s

Nan

gave

it to

us f

or o

ur

"at.

You

are

supp

osed

to

rip

som

e o#

and

ap-

ply i

t to

your

skin

if yo

u bu

rn yo

urse

lf. Lu

ckily

fo

r me

I hav

en’t

had

to

use

it ye

t!

My g

rand

mot

hers

us

ed to

say t

hat e

atin

g co

d!sh

skin

mak

es yo

ur

boob

s gro

w! I

t’s o

ne o

f th

ose

myt

hs th

at li

ve

insid

e co

mm

uniti

es

and

fam

ilies

and

that

st

uck

with

me

for s

ome

LEM

ON JA

LA

PENO

GRAPEFRUIT

CODFISH

VEAL

CUCUMBER

ALOE VERA

AVO

CADO

FOR MY FINAL PIECE I PRODUCED CHATTERBOXES I THOUGHT THIS WOULD BE A GOOD WAY TO COMMUNICATE THE RESPONDENT VOICE IN A PLAYFUL WAY WHERE YOU CAN GAIN THE MOST INFORMATION AND HAVE A VARIED OPINION ON ONE TOPIC . IT’S A PRATICAL PIECE OF DESIGN AS IT IS SMALL 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 .