Liberty

'Marketing Madness' at Liberty! London's Disability Rights Festival

Commissioned by Creative Routes. Click here for results published on proudtobemad.co.uk

BonkersFest! worked with market research consultant, Felicity Mukherjee, to investigate the market readiness for Nut-Tea, a new psychotherapeutic treatment that assists the process of de-normalisation, by evaluating public attitudes towards representations of normality and de-normalisation in marketable forms.

To prepare respondents for the exercise, they were first led through the normalsgram, a device used in the Sherlock “2-slices-short-of-a-loaf” Holmes living room to measure normality in an individual and prescribes the level of de-normalisation required to allow their inner self-freedom to be. The product that can make people bonkers is Nut-Tea, and depending on the normalsgram measurements, clients could be prescribed 1 cup to 3 cups full strength. Before carrying out the de-normalisation process (reversibly so that people would have the choice to return to normality or remain uniquely individual and bonkers), respondents were taken through the 4 stage market research exercise.

Market Researching Nut-Tea

A new psychotherapeutic treatment that assists the process of ‘de-normalisation’. Exercise conducted by Independent PR consultant, Felicity Mukherjee, assistants, Archer Papadopoulos and Charlotte Ann Please, and installation, animation and documentation by Richard Cobelli.

The market research exercise was designed to evaluate pubic attitudes towards:

1. Normality and de-normalisation

2. Existing products that moderately assist de-normalisation

3. Photographed faces expressing a de-normalised state

4. Film clips simulating the effects of Nut-Tea

Helping us to effectively market the relief you need!

Results

The following statistics are based on the answers from 59 respondents, interviewed on Saturday 1st September 2007:

53% (31/59) of the Bonkersfest audience are suffering from severe normality, and would benefit greatly from 3 cups of Nut-Tea per day (31 Severe, 18 Borderline, 10 Mild)

12% (7/59) of the Bonkersfest audience were disaffected and 41/59 or 69% were impressed by an image used for the promotion of bungee jumping (7 Disaffected, 11 Indifferent, 41 Impressed)

80% (47/59) of the Bonkersfest audience selected positive terminology to describe images of de-normalisation, such as eccentric, suggesting an attraction towards de-normalisation

69% (41/59) of the Bonkersfest audience were impressed by a television film clip simulating the full effects of Nut-Tea, suggesting an attraction towards the full de-normalisation effects of Nut-Tea

Click here to download Information for Respondents leaflet

If you would like to receive full results from the exercise or if you have any questions about the market research exercise please contact: fmukherjee@care2.com

Nut-Tea is brought to you by Creative Routes, and will soon be available from your local pharmacy, psychiatric institution, doctors surgery, cream tea outlet, estate agents and banks.

All photography by Richard Cobelli