Through undertaking this primary research with 10 coffee table book collectors and readers I was able to gain really valuable information as to what readers and consumers look for when purchasing and becoming an advocate for the publication.
These were the responses:
It is clear through these responses that quality is a massive aspect, as well as making the publication aesthetically look like something one would want to display amongst other publications. Many stated that they wanted to learn something about the brand through the publication, which compliments the research I gained through my dissertation thesis. Most of all, craftsmanship was something that regularly occurred- meaning people purchase for the quality of design, layout, paper quality and imagery- something that will be fed into Emergence (with a student budget, however).
This research has really allowed me to pinpoint the aspects that require the most focus when taking this publication to the final steps and taking it forward to become a work of art.
