The Insights Team Uncover The Artist Immersion Story
"To understand how to connect with artists and build positive brand associations, you first need to understand what matters to artists."
The Insights team have delivered in their latest artist immersion research study conducted for the entire business. The Insights team uncover stories from 48 artists across our four audience groups in the UK and the US. And the result. Creative Chaos!
It has been over ten years since our business conducted such an in-depth immersion into the lives of artists. We observed the artist's practice, what influences their product and brand choices, shopper journey behaviour and attitudes to environmental considerations. This identified their deeper motivations and defined their involvement with art. It provided a consistent narrative and will ensure future cross-functional alignment into the brand and commercial strategy.
Most recently, insights deliverables have been projects or initiatives driven. With this study, we wanted to take a broader and deeper look into our key consumers and the artists themselves. Therefore, this study was very uniquely scoped and conducted. The methodology used, digital ethnography, has never been attempted before. We discovered a new and unique approach as the project evolved. Behavioural Science helped us discover uncharted ground and provided the business with invaluable and deep insight into artists' true behaviours. It looked at why artists choose and behave in specific ways.
The results are very relevant to the brand positioning work that is currently taking place. The insights also influence the brand and marketing teams' content and communication strategy and sustainability plan. Shopper Marketing can also utilise the results to better define future initiatives and strategic decision-making.
We are delivering the Immersion Story in three parts:
- Portrait of the Artist
- Drivers of the Artist
- The Artists Shopper Journey
For the curious, we have unlocked the science behind Behavioural Science in a special edition article which you can view by clicking here.
View Part One, Portrait of the Artist, is available in the video above. We look forward to bringing you Part Two and Part Three in the coming weeks.
Great video that really shows the 3 stage process.
Many thanks to those of you that have viewed the content. Please share any feedback on this with the Insights & Corporate Comms teams so we can continue to determine how best we can use different mediums of storytelling to share messages of high value/importance with all of Colart! More of these to follow!