Questionnaire about Genuine Fur Product
The supplementary questionnaire for this genuine fur artefact was based on George’s suggestion to focus the interviews on creative industry insiders, therefore, I restricted the release of the questionnaire to the school’s platforms, and by the time of writing feedback, a total of twelve creative-related students’ comments had been collected.
More than 90% of people have no aversion to fur products (like them or have no feelings about them), and more than half(58.3%) of these respondents have used fur products before. The biggest barriers to people using fur products are ethical and price factors, with the majority of them(66.7%) acknowledging that ethical opinion, indeed, influences their fur consumption, but this logic does not mean that people would use fur more if they did not have ethical opinion concerns (the majority of people are not sure).
By analyzing and summarizing the questionnaire above, it can be seen that the industry’s acceptance and perception of fur is higher than the overall evaluation of public opinion, and the reasons for restricting the development of fur consumption power are also diversified and refined.
Result Details on:
https://docs.google.com/forms/d/1f185mEnvPHp_yf4NttS2BNtcb2DcV5PHRHLkb_HUpig/edit#responses
Questionnaire about Bio-synthetic Fur
This is essentially a market research questionnaire with questions that focus on samples and descriptions to test public’s reactions to the concept of bio-synthetic fur.
By the end of 20 August 2023, the Intervention had garnered nearly 300 participation reports, including around 100 entity reports. Through hundreds of interviews, it can be seen that people are generally supportive of new fur material; at the same time, the vast majority of people’s perception of bio-synthetic fur is a more cost-effective alternative material than genuine fur, and only a tiny portion of the people can accept the premium price of this kind of scientific and technological material, which is high reference significance for the future pricing and positioning of the project(different from initial proposal prediction).
Result Details on:
https://www.wjx.cn/report/230890397.aspx?sat=1
Street Interview
This street interview interviewed four passers-by, one of whom was a set designer and the remaining three were students. Through interviewing them it was clear that the intention of bio-synthetic fur was still supported, but one of the interviewees questioned the sustainability of the whole process of bio-synthetic fur. Admittedly the process of Woolization could save many animals as well as jobs in the current industry, but it seems that sustainability issue is another major contradictory challenge. This potential controversy could affect the financing and development of bio-synthetic fur, therefore, the necessaries and advantages of the process need to be more clearly articulated. Two of four interviewees asked for bio-synthetic fur to be cheap and affordable as opposed to genuine fur, one design student from CSM said he would accept a slight premium, and the set designer said she would be willing to pay a huge premium if the product was available for the interview. From the different attitudes of these interviewees, it can be seen that people have different expectations of the new product. Therefore, the future pricing of bio-synthetic fur needs to be analysed in relation to the cost of the product, the target audience and so on.
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