The Cultural Creative
March 18, 2009
TABLE OF CONTENTS
I- EXECUTIVE SUMMARY P.3
Research Objectives p.3
Statement of the Method Used p.3
Conclusions and Recommendations p.4
II- INTRODUCTION, BACKGROUND P.5
Interview of Paul Ray p.6
III-SECONDARY DATA P.10
Cultural Creatives Values and Belief p.10
Cultural Creatives Purchasing Behavior andExpectations p.11
Data Interpretation p.13
IV-FOCUS GROUP P.15
The Concept p.16
The Derivates p.19
V-THE QUESTIONNAIRE AND ITS ADMINISTRATION P.25
Questionnaire Administration p.25
VI-PROMOTION OF OUR CONCEPT P.27
VII-SWOT ANALYSIS OF THE CONCEPT P.28
VIII-LIMITATIONS OF THE STUDY P.30
Our research is about cultural creatives.Our goal is to figure out who really are cultural creatives, what do they like, where do they go, and what are they purchasing habits in order to find which products would fit them the best. We will thus create a concept and its derivates that could be launched and that would target this part of American population. Indeed, cultural creatives are a growing part of American population and verylarge potential market for today's companies.
Statement of the Method used:
To run our research we have gathered a large amount of secondary data, mainly from Internet. We went in websites talking about cultural creatives and also on websites of other stores like the french store "nature et découverte" which was quite matching with the concept we wanted to elaborate, and we also took informationfrom the store Zara to take inspiration from their communication strategy. We also went along a focus group between the members of our team in order to determine the concept we wanted to develop and the derivates product. We also created a questionnaire but we couldn't administrate it due to a lack of time.
We have found that Cultural Creatives are new as a real and recognized socialgroup, but that they are rapidly growing. The main features of cultural creatives are the following:
* Highly environmentally concerned
* Pay really attention to the world social issues and want to help to solve it.
* Want authentic products and are ready to pay more for it if of course, the product has been made with an ethical concern.
* They don't like too much to watch TV andare suspicious about advertising
* They like different and exotic products and are very interested in cultural and artistic fields as well as in gastronomic and ecologic food.
Conclusions and Recomendations:
Cultural creatives are a very large potential market and it offers a lot of opportunities to company to let their creativity talk in order to seduce them, but what all companies have toremember is that they attach a lot of importance to the way the products they want are made and are a pretty difficult target market. But if companies success to develop a concept that fits them thus there are huge potential profits to do, as it's a new target market where the market shares are not yet really set. We could thus say to conclude that find a concept for cultural creatives is a veryinteresting challenge But also a big challenge that has to be lead with accuracy and serious.
Today, American population can be classified in three groups, which are as many different target markets: the American Traditional, the Modernists and the Cultural Creative.
The American Traditional are mainly characterized by their attachment to old traditions inheritedfrom the British immigrants and they are known to be very conservator. The Modernists are a often a younger populations mainly comprise of dynamic executives such as managers and traders who are always trying to keep in touch with the new technologies and the medias.
But the part of American population we are interested in, for this research, are the Cultural Creative, who are they? Why are...