According to the feedback from Hotroom, my unit 4 plan has been fine-tuned based on unit 3, and this change is mainly on two directions: firstly I need to continue to deepen my investigation with stakeholders and secondly I need to find more support on the logical and theoretical level about commercial and ethical significance bio-synthetic fur.
In terms of stakeholder, based on George’s suggestion, I categorized the stakeholder into three types, consumers, industry practitioners and investors. The questionnaires and pitching proposal corresponding to consumers and investors respectively need to be enlarged samples. I plan to get more than one thousand questionnaires and interviews with more than five investors in later three months. I hope these samples can help me better understand the market, conceptual significance and direction of development of bio-synthetic fur. The main change is stakeholder investigation of the industry practitioners of this piece. My research should not be limited in fur industry, instead, it should be targeted on whole of a creative industry. This is a kind of expansion, but more corrective because a single industry research will lead to the results of the similar survey results. More persuasive and innovative views for bio-synthetic fur is asking broader objective professional evaluation from whole creative industry.
On the logical and theoretical level I need to find more support for the idea that bio-synthetic fur makes commercial and ethical sense. Firstly, I need to prove that the current decline in demand for fur is mainly due to environmental and animal protection issues, and secondly, whether the introduction of bio-synthetic fur can solve dilemma above and rekindle people’s interest for fur material. In genera, for this unit I need to clarify whether the decline of the material is a result of the material losing its value(people don’t like furry products anymore), or the controversy it carries overshadows the material’s value.
Schedule of tasks
| Task | Deadline | Tips |
| Get more than 1000 questionnaires | 25th November | Obtaining a portion of the offline sample in person |
| Get 5 more interviews with investor | 27th November | Recording and make feedback for the pitching presentation |
| Make a new questionnaire to clarify the reasons why people decrease the demand for fur | 20th November | Obtaining more than 200 sample for this questionnaire |
| Theory learning or secondary research about the logical relationship between the decline in demand for fur and the existence of animal/environmental protection | 5th November | Searching some authoritative interviews, the environmental/animal protection movement and other forms of evidence(at least 5 pieces) |