For Methodology 2 we figured out how to become a trend expert in one consumer trend: Street Art. In addition, we learned more about the use of trend translations by analyzing interesting blogs and websites. Thanks to the method ‘reverse engineering’ we learned more and more about our consumer trend.

During this kind of field-research we dove deeper into the product, the service and the needs of the target group. For us it was quite difficult to define the consumer trend, there is no simple definition for street art. It is most of all an amorphous art which is found or inspired by the urban environment. With anti-capitalist and rebellious undertones, it is a democratic form of popular public art probably best understood by seeing it. It is not limited to the gallery even as it is not easily collected or possessed by those who may turn art into a commercial piece.

We also found out that street art is a tool for communicating views of dissent, asking difficult questions and expressing political concerns. Its definition and users are changing: Originally a tool mark territorial boundaries of urban youth today it is even seen in some cases as a means of urban beautification (urban pride) and regeneration. Whether it is regarded by people as vandalism or public art, street art has caught the interest of the art world. And not only the art world, in several articles you will find big brands who are using street art to communicate with their consumers. Street Art has become a widely used medium. That made this subject very interesting for us.

In order to become an expert in our consumer trend we accomplished four assignments. The researches methodologies that we used are desk research, field research, coolhounting, DE-STEP, ethnographic research and concept testing.

In short:

  • For desk research we asked anonymous passers their opinion about graffiti and street art.
  • For field research we read various literary books, blogs, social media, websites, articles, and watched documentaries.
  • For coolhounting we posted many blogs on our website.
  • In order to investigate the DESTEP we analyzed the demographic, economic, ecological and political suspects of Street Art.
  • For ethnographic research we analyzed our target group outside and we visited IKEA.
  • For our primary research: Based on our findings we tested our concept.

The product and the opportunities:
One of our initial ideas for a consumer trend in Street Art was the city as a museum. In all of the major cities you will find Street Art made by many different Street Artists. Because the city is the canvas for these artists, we came up with an idea to make a city guide for Street Art. Due to the fact that Street Art pops up everywhere in the city, the guide is digital and delivers information, pictures and all sorts of street art you can find in a particular city.

We will use Google maps, with Street View technology, to ensure that we can offer an enjoyable experience while getting information on the various Street Art projects in whichever city the consumer choose. We also like to offer the consumer to view 360 degree Street View panoramic images and interact with our dynamic app to help enhance the city tour. To complete the tour, we place QR codes near the artworks. These codes will connect people with each other, to our multimedia digital content, and give them relevant information.

The target group about the virtual guide

“I’m curious! Let me know when you finished this guide.”

“If it works on my mobile phone, it would be a nice activity for the Sundays.”

“I’m not that interesting in art but I would be a nice opportunity for arty tourists.”

“That would be the perfect way to see some of the creative city.”


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