It would be naïve to think that no other brand had considered the issues concerning inactivity before, let alone thinking that we were the first to release an innovative band. A whole range of secondary research was covered, in order to fully understand the consumer and to ensure that the product was able to develop successfully. The benefits of such allowed us to recognize gaps in the target market, as well as enabling us to explore key ideas which were then built upon.
Through this process we not only wanted to look at bands that were monitoring inactivity (as this was the most obvious first place to look) but to also explore what was out there in terms of wearable technology. Many bands were discovered, including the iBangle by Apple and the Computer Bracelet by Sony. In addition to this, research also helped us develop a product which, in a way, was alien to some of the leading competitors. Using questionnaire results as evidence, we found out that the typical Dove consumer wanted the wrist worn device to be ‘small enough not to become obtrusive’ – but looking at what was already out there (eg: Up by Jawbone) we noticed that there wasn’t an inactivity bracelet that was aesthetically appropriate to our demographic.
In regards to the aesthetics of the wristband, research seemed to demonstrate a recurring theme with the appearance of such bands; big, chunky and frankly, ugly. An example we looked at was the Life Microscope by Hitachi, which is a wrist worn device that also measures activity levels. Although the band is meant to imitate the same space as a watch, the futuristic band could not be more un-subtle. Attempting to be sleek and unobtrusive, the white plastic-coated band sits thickly on the wrist and has resemblance to police tagging bands. Hitachi’s creation has acted of use in terms of proving similar technology is available, it has also enlightened us to the fact that there is no current band on the market that is aesthetically what (we think) consumers want. With this in mind, and through further image denotations, the decision was made to use this research to produce primary research which would ask show people a multitude of images and ask them to rank them in order of aesthetics, from pleasing to unsightly; and therefore finally allowing us to produce a band that matched the consumers’ desire.
In addition to this, and back to the beginning of our research, it was important for us to have a clear understanding of what exactly the band should do; and to do this, we needed to be clear of the methods that worked. An article in the Guardian (http://www.guardian.co.uk/technology/2007/aug/12/news) reads that ‘34 per cent of workers felt stressed’ by email alerts, causing them to feel under pressure to respond or take action straight away. This information formed the decision to have technological updates as an option for the user, allowing those who reacted negatively to such nudges to avoid them (and thus maintaining a good relationship with the product) whilst also allowing the ‘28 per cent’ of users who were ‘driven
because they saw them as a source of pressure’ to be alerted this way.
because they saw them as a source of pressure’ to be alerted this way.
Because of this, it was essential that the glo band was not another resented product that pressured the wearer into combating inactivity. Instead, it is something subtle with a LED glowing alert on the band itself (inspiring the name of the product) to help the wearer move in the right direction, at their own will, and without associating it with negative emotions.
Dove’s ‘healthier view of beauty’ (as outlined in their Campaign For Real Beauty, 2004) was the basis in which we formed our decisions about what the product will measure. The ethos behind all of Dove’s campaigns suggests a link between self-esteem and real beauty, thus leading onto connotations of one being happy within themselves. Finally deciding that the glo band will measure mood, happiness and primarily inactivity was the result of self-belief and secondary research, taking inspiration from The Robometer, a device that ‘takes readings of the surface of your skin to asses your mood’ (http://www.trendhunter.com/trends/wristband-senses-your-moods-robometer-measures-happiness) - a wristband that Gizmowatch labeled as the ‘endless pursuit of happiness’. (http://www.gizmowatch.com/entry/robometer-for-that-endless-pursuit-of-happiness/) We believed this to be important to our consumer (the Dove consumer) as we would hope that through Dove’s recent marketing strategies, ethos and campaigns, people who buy into their products are doing so because they buy into the brand, and therefore believe in what Dove stands for.
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