Marketing
Madness
BonkersFest! worked with market research consultant, Felicity
Mukherjee, to investigate the market readiness for Nut-Tea, a new psychotherapeutic
treatment that assists the process of de-normalisation, by evaluating
public attitudes towards representations of normality and de-normalisation
in marketable forms.
To prepare respondents for the exercise, they were first led through the
normalsgram, a device used in the Sherlock “2-slices-short-of-a-loaf”
Holmes living room to measure normality in an individual and prescribes
the level of de-normalisation required to allow their inner self-freedom
to be. The product that can make people bonkers is Nut-Tea, and depending
on the normalsgram measurements, clients could be prescribed 1 cup to
3 cups full strength. Before carrying out the de-normalisation process
(reversibly so that people would have the choice to return to normality
or remain uniquely individual and bonkers), respondents were taken through
the 4 stage market research exercise.
Market
Researching
Nut-Tea: A new psychotherapeutic treatment that
assists the process of ‘de-normalisation’.
Exercise conducted by Independent PR consultant, Felicity Mukherjee, and
assistants, Archer Papadopoulos and Charlotte Ann Please. Installation,
video and animation by artist Richard Cobelli.
| The
market research exercise was designed to evaluate pubic attitudes towards: 1. Normality and de-normalisation 2. Existing products that moderately assist de-normalisation 3. Photographed faces expressing a de-normalised state 4. Film clips simulating the effects of Nut-Tea |
 The team: F Mukherjee, A Papadopoulos and CA Please |
Helping
us to effectively market the madness you need
| Results The following statistics are based on the answers from 59 respondents, interviewed on Saturday 1st September 2007: |
|
 |
53% (31/59) of the Bonkersfest audience are suffering from severe normality, and would benefit greatly from 3 cups of Nut-Tea per day (31 Severe, 18 Borderline, 10 Mild) |
 |
12% (7/59) of the Bonkersfest audience were disaffected and 41/59 or 69% were impressed by an image used for the promotion of bungee jumping (7 Disaffected, 11 Indifferent, 41 Impressed) |
 |
80% (47/59) of the Bonkersfest audience selected positive terminology to describe images of de-normalisation, such as eccentric, suggesting an attraction towards de-normalisation |
 |
69% (41/59) of the Bonkersfest audience were impressed by a television film clip simulating the full effects of Nut-Tea, suggesting an attraction towards the full de-normalisation effects of Nut-Tea |
Click
here to download Information for Respondents.
If you would
like to receive full results from the exercise or if you have any questions
about the market research exercise please contact: fmukherjee@care2.com
Nut-Tea is brought to you by Creative
Routes, and will soon be available from your local pharmacy, psychiatric
institution, doctors surgery, cream tea outlet, estate agents and banks.