a shift in creative industry – expert survey
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w w w . t r e n d b u e r o . c o m >> 1Key Findings
Trendbüro Asia-Pacific2007-10-10
A Shift In Creative IndustryExpert Survey
w w w . t r e n d b u e r o . c o m >> 2Key Findings
Q1: In the next five years, which countries will be the most importantfor the CI in a global context?
CHINA USA JAPAN GERMANY UNITED KINGDOM
0%
60%
40%
20%
INDIA
w w w . t r e n d b u e r o . c o m >> 3Key Findings
Q2: Which factors are responsible for the growing importance of the CI?
43% Fashionisation of Commodities
37% Design Becoming the Next Competitive Advantage
25% Increasing Need for Unique and Customised Products
23% Use Design to Simplify Functions of Complex Products
21% Global Shift Towards an Entertainment Society
w w w . t r e n d b u e r o . c o m >> 4Key Findings
Q3: What are the five most important drivers of change for the CI inEurope?
– The growing importance of Intellectual Property Rights and the adoption of industry standards on a global level is causing further internationalisation of the CI.
– Increasing competition and the availability of information, finance and resources are making design the USP and giving well-designed products a competitive advantage.
– Global network of consumers and a shift towards digital lifestyle requires the CI to get even closer to the individual and get even more interdisciplinary.
– Enduring saturation of mass markets and the economic empowerment of developing countries will make niche markets and customised solutions more important.
– Decreasing product quality due to rapid development and shorter lifecycles are triggering a counter trend where people desire quality and locally produced goods.
w w w . t r e n d b u e r o . c o m >> 5Key Findings
Q4: What are main impacts of these changes?
– Increasing global convergence of culture, concepts and trends require improvement of intercultural competence from companies as well as the their ability to ignite desire for global values and visions.
– It is better to be the first with a good-enough solution than the last with a perfection one. To satisfy increasing demands of consumers with limited purchasing power, companies should focus on quality and the basic functionality of products.
– Product lifecycles are evolving. To keep pace with increasing consumer demands and rapidly changing product environments, products are continuously tested, improved, and marketed. Beta markets are the new mass markets.
– Fields such as biology, technology, social science and artificial intelligence are increasingly important in the development of consumer-oriented solutions in a complex and continuously changing environment.
w w w . t r e n d b u e r o . c o m >> 6Key Findings
Q5: Which brands, products or concepts are pioneering the CI today andin the future?
w w w . t r e n d b u e r o . c o m >> 7Key Findings
Q6: Where will the fertile grounds for innovation in the CI be in thefuture?
77% Digital Communication
56% Entertainment and Event Marketing
32% Advertisement
21% Biology/Biotechnology
15% Energy and Environment
12% Interface Design
w w w . t r e n d b u e r o . c o m >> 8Key Findings
Q7: Which parts of the CI will grow the most within the next threeyears?
Interface DesignEducation
Architecture
Visual Arts
InternetMobile Communication
Advertisement
DesignVideo Games
Technology
w w w . t r e n d b u e r o . c o m >> 9Key Findings
Q8: What are challenges the CI face today and in the immediate future?
57% Slow Unification of Laws vs. Quick Globalization of Design
43% Disparity Between Purchasing Power andHigher Consumer Demands
38% Lack of Cultural Understanding
24% Open-Source Culture
w w w . t r e n d b u e r o . c o m >> 10Key Findings
Q9: Which fields within the CI are facing the most difficulties?
67% Music and Film Industry
58% Classic Forms of Advertising
38% Print Publishing
23% Fashion
12% Fine Arts
w w w . t r e n d b u e r o . c o m >> 11Key Findings
Q10: Which current examples best illustrate how the CI is changing?
– Consumers are more involved in product development, becoming co-producers. www.facebook.com
– Classic product lifecycles turn into a continuously evolving process, e.g. American Idol (research, development and promotion are occurring the same time). www.americanidol.com
– Design is becoming the crucial competitive advantage. iPod created a new product category where traditional mp3 players cannot compete. www.apple.com/
– Customers promote their favorite brands and products via platforms like YouTube. But these platforms need creative minds providing content that is worth sharing. http://www.youtube.com/watch?v=B8H29jU8Wrs
w w w . t r e n d b u e r o . c o m >> 12Key Findings
Research Design
– Trend Farm, Beijing: an expert workshop was conducted with 12 experts from the CIwith working experience in the EU/USA/Asia attending
– Online Expert Survey: 78 experts from the CI in the EU/Asia participated in thesurvey
– Visionairs Studio, Berlin: a one-week workshop during the Creative IndustryConference in Berlin with 10 experts from the CI from the EU/Asia attended
w w w . t r e n d b u e r o . c o m >> 13
©2007
Contact
Thank you!Trendbüro Asia | Europe
Dirk JehmlichGeneral Manager Asia-Pacific
Trendbüro#2108 Xintai Building | 8 Xiaguangli | Chaoyang District | 100016 Beijing | ChinaEmail: d.jehmlich@trendbuero.com | http://www.trendbuero.com
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