design context: December 2013

CoP: Dyslexic Meeting 4

In this session we went over what I had written in Chapter 3 on the marketing of Ikea. We also spoke about Ikeas demographic as I had struggled with pinpointing it for my practical.

We went over my written element so far in which richard wrote some key points about mentioning certain theories or quotes at points to tie it together. He was pleased with the extent I had written to this point.

One reference he said might be useful was hidden persuaders:

http://brommage.freeshell.org/ut/crit/sp07/packard.pdf

We then went over my practical in which I explained my intended audience brought about through my research. He liked my idea and agreed it would need a few personas to really show the scope of the concept. We agreed on four being a good amount with the potential of using : single male, single female, family and couple as the chosen personas.

I also explained how I wanted to tie in the narrative they portrayed through the situations and relationships demonstrated in there advertising and catalog. We discussed that I know need to pinpoint the items of ikeas that solve the identity and problem.

In addition we spoke about how I would then present this idea for hand in. I explained that the images and campaign would be displayed in context in the environment through mockups. I also said that I could extend the idea in to the store looking at way finding or signage as a way of bringing the campaign into the location.

CoP: Practical - Audience

I needed to pinpoint my audience for my practical piece campaign. This was initially difficult because Ikea is so open to wide range of audience and I didn't want just my judgement on who they target at to be the basis of the campaign. I was planning on contacting Ikea to see if they could tell me there lead target market sectors but time restraints meant this could hold me back.

I decided to look at the research I already had to aid me.

The Catalog: