Marketing Project
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 Findings 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 and Expectations 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
IX-SOURCES P.31
I-EXECUTIVE SUMMARY
Research objectives: 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 very large 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 information from 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.
Findings
We have found that Cultural Creatives are new as a real and recognized social