TREND REPORT

by Alexander Färggren, Luzie Jünemann, Roanne

de Kluizenaar, Jasmijn Roeland, Manuela Senzioni

MINOR GLOBAL TRENDWATCHING

TREND PROJECT 1
CLIENT: TRENDWATCHING.COM
2019
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 MANAGEMENT SUMMARY
Trendwatching.com provided us (Group C) with the tools Consumer Trend Canvas and the Innovation
Canvas. The Consumer Trend Canvas was used to create a greater understanding of the two provided trends
Brand Coins and Fantasy In Real Life (IRL). The outcomes of these two Trend canvasses were two creative
innovations. The trend Brand Coins were matched with Snapchat, a global used social platform. The trend
Fantasy IRL was matched with the given brand Spotify, a music streaming service. In collaboration with the
University of Applied Science Amsterdam, we created a trend report to provide Trendwatching.com with new
ideas and additional trend research.

The main outcomes of this trend report are the following innovations:
1) SNAP COIN - This is an innovation created with the trend Brand Coins specially made for Snapchat.
Snapchat will introduce their Brand Coin: the Snap Coin which will connect and challenge their users by
adding a gamification element to the platform. With these coins, Snapchat will be able to connect its three
brands: Snapchat, Bitmoji and the Spectacles. Once a user has a certain amount of Snap Coins, they can be
exchanged for exclusive filters and games, Bitmoji merchandise and discount on Spectacles. By introducing
the Snap coin to the platform, Snapchat will attract and encourage users to use the app more frequently and
also will help to bind them to the app and connect them to other Snappers.

With this innovation, a new way of using Brand Coins is devised and Brand Coins can be used on a social
platform. This new feature offers an exchange of value in a playfull manner which is relevant to both Snapchat
and its users.

2) THE SPOTIFY DIMENSION - This is an innovation created within the trend Fantasy IRL and made for Spotify.
Spotify will introduce a marketing stunt called: The Spotify Dimension. This consists of a pop-up store in
the shape of a black prism, based in major cities all over the world. The prism will exist out of three rooms:
the Relieve Room, the Expression Room, and the Connection Room. Consumers can collaboratively share
sincere, passionate and re-charging moments in this stunt, bringing their music fantasies into their real lives.
Fantasy IRL can be an opportunity for Spotify to create an out of the box experience, that will challenge the
boundaries between real and virtual.

With this idea, Spotify can give its consumers an out of this world experience. With this marketing stunt,
Spotify aims to design a tangible dimension where users can recharge their batteries, by escaping from their
reality into an experience that feels real, suited for their needs. Thus developing purposeful connections with
both the brand and consumer.

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4
 INDEX page
page
2-3
6-7
Management Summary
Introduction
page 8 - 17 Trend Canvas 1 - Brand Coins
page 9 Introduction Brand Coins
page 10 Trend Canvas
ANALYZE
page 11 Basic Needs
page 12 Drivers of Change - Shifts
page 13 Drivers of Change - Triggers
page 14 Emerging Consumer Expectations
page 15 Inspiration
APPLY
page 16 Innovation Potential
page 17 Who
page 18 - 21 Trend Canvas 1 - Innovation
page 19 Innovation Canvas - Brandcoins
page 20 - 21 Snap Coins
page 22 - 31 Trend Canvas 2 - Fantasy IRL
page 23 Introduction Fantasy IRL
page 24 Trend Canvas
ANALYZE
page 25 Basic Needs
page 26 Drivers of Change - Shifts
page 27 Drivers of Change - Triggers
page 28 Emerging Consumer Expectations
page 29 Inspiration
APPLY
page 30 Innovation Potential
page 31 Who
page 32 -35 Trend Canvas 2 - Innovation
page 33 Innovation Canvas - Fantasy IRL
page 34 - 35 The Spotify Dimension
page 36 - 37 Group evaluation
page 38 - 43 Personal Evaluations
page 44 - 46 Sourcing

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6
 INTRODUCTION
As trendwatchers, we need to be aware of our
surroundings and try to make sense out of it
all. Within Trend Project 1 we were handed all
the tools to be able to detect the changes, turn
them into signals of evolving trends to eventually
being able to turn a trend into a compelling and
strong visualized innovation. Within this report we
will look into two micro trends: Brand Coins and
Fantasy In Real Life (IRL). Both will be assessed
and looked into more closely to create a greater
understanding of the trends, which is the goal
of this project. By the help of the tool Consumer
Trend Canvas, we could put both trends into
perspective and finally came to two innovations
for two different brands: Snapchat combined
with Brand Coins and Spotify combined with
Fantasy IRL.
During this project, we underwent a process of
different steps and assignments to create a greater
understanding of the trends. The following steps
have been performed during the last couple of
weeks of Trend Project 1:
INTRODUCING THE SIX MICRO TRENDS
We were honored to be introduced to Livia
Fioretti. Within the first class we looked closely
into six micro-trends: Guilt-free experience, New
power generation, Sentiens spaces, Brand Coins,
Metamorphic design and Embodied brands. All
were introduced in-depth and we got assigned
to research the micro trend Brand Coins.
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MAKING A BRAND BABY
During the first class, Livia challenged us to create
a so-called ‘’Trend Baby’’ where two of the above
micro trends got combined to create a relevant
innovation. Within 10 minutes we had to deliver
the creative output and pitch it to the class.
PRESENTATION ON BRAND COINS TO CLIENT
On the 30th of September, we had to look in-
depth into the trend Brand Coins and discover all
that it is about. We did a lot of desk research within
different areas to eventually present a relevant
and compelling top 3 of signals representing the
trend Brand Coins. We presented Wibson, the
Fox Coin and Indahash.
CONSUMER TREND CANVAS
On the 9th of October we got introduced to
three more trends: The currencies of change, the
village squared, and Fantasy IRL. These trends
were used as an example to explain and to learn
how to work with the Consumer Trend Canvas.
This canvas brings structure processes and
brainstorms and anchors solutions which finally
results in interesting innovations. The canvas
exists out of two sides: the analyze part and the
application part. Eventually, we will come to an
innovation that is relevant to a specific brand.
We mapped out the trend Village Squared and
introduced an innovation for Spotify.
PITCH
After learning how to work with the trend canvas,
we had to prepare a compelling 1-minute pitch
to sell the idea convincingly.
COACHINGS
During the whole process, we received multiple
coachings to keep track of our processes as a
group and our work. These coachings helped
to tackle weaknesses and discover strengths.
Also, we looked into the quality of our work and
discussed the plan of approach.
During this project, we constantly divided the
research into the trends in different segments.
These segments existed out of technology,
fashion, lifestyle, food, and music. We all did
focused research into signals related to the trends
Brand Coins & Fantasy IRL and finally combined
this to make a compelling entirety. The desk
research executed is secondary. While we all have
international backgrounds, so we all came up with
different findings and research sources. Hereby
we could create globally-focused research,
consisting out of findings from many different
angles. Furthermore, we got access to the Slack
Network through Livia. This network opened up
many interesting research possibilities that were
used to strengthen the research of this project.
 TREND CANVAS 1
BRAND COINS

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 INTRODUCTION

It is forecasted that within the next years different brands will

introduce their own cryptocurrency. It is all about loyalty and
binding the consumer to the brand or bringing attention to the
company. This means that, brands will become bankers with
their own currencies in the form of digital tokens and coins which
offer not only to save money but also earn and store value. There
are many great things about this trend. It will certainly lead to
exciting new business models, financial opportunities, and
new online business strategies. Brand Coins will become more
apparent over time as cryptocurrencies and tokens become
more widely used.

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 1. ANALYZE 2.Apply
BASIC NEEDS DRIVers of change innovation potential
SHIFTS TRIGGERS
• Safety • Decentralized • The rise of cryptocurrencies • Create a Snap coin
• Security networks • The rising importance of • A marketing stunt for their Spectacles
• Independence information
• Digitization • A different definition of
glasses
• Simplicity • Big Data • Influencers can earn money with the
loyalty programs
• Relevance • Fuzzynomics • Independence of people Snap Coin.
• Social status • On-demand and their wallets
• Connection Economy • Privacy concerns becoming
more important
• Peer to Peer networks
• The rise of the cashless YOUR INNOVATION
society

SNAP COINS
EMERGING CONSUMER EXPECTATIONS INSPIRATION WHO

• Saving money • Fox Coin • Age range 16 till 24

• Exchange value • Libra Facebook • Snapchat users
• Control • Wibson • Reward seekers
• Trustworthy • IndaHash • Collect hoarders
• Time saving • Miles app • Friend connectors
• Brand become bankers • Influencers

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 ANALYZE
BASIC NEEDS
The basic needs that occur within these trends SIMPLICITY - When one thinks of cryptocur-
are explained below. With every basic need theirrencies, blockchains and Peer to Peer systems
is a small explanation why this belongs to the it is thought of as something very complicated.
trend Brand Coins. They are explained in order Within the trend Brand Coins, brands make the
from most relevant to less relevant. use of these coins and tokens so simplify that
everyone can understand and use them. Also,
SAFETY - In the last decade the economy has it is an important need for consumers to have it
not been stable and an economic crisis was fast and simple.
experienced. As a result of this crisis many
people lost their savings because of banks that RELEVANCE - The world is changing fast, with
went bankrupt. They lost faith in the banking new technologies, products and lifestyles come
system and they are searching for a trustworthy innovative ways to pay in a more modern and
and safe way to store their values. convenient way.

SECURITY - As a continuation of the safety SOCIAL STATUS - In a way, you can show your
aspect people need a service, token, or welfare to increase your social status.
company they can trust with the tokens that have
a value. Feeling secure becomes an important CONNECTION - With social media, the whole
need for many consumers which needs to be world is constantly connected. With Brand
guaranteed. Coins, cryptocurrencies and new paying systems
it is effortless to execute international payments
INDEPENDENCE - No middleman needed! or share paid services. In a way, it is about being
That is the spirit within this trend. People do not connected, connected to other consumers but
need banks to make a transition. The power lays also the brands.
in the hands of the consumer.

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DECENTRALIZED NETWORKS - Decentralized
networks become overall increasingly used. A
decentralized network architecture distributes
workloads among several machines, instead
of relying on a single central server. This
decentralized network offers a wide range of
benefits: increased reliability, scale and privacy.
This is relevant for the trend Brand Coins while
this whole trend is built around decentralized
networks and it all comes down to the existing
of peer-to-peer connectivity. Laying the power
in the hands of the consumer.
DRIVERS OF CHANGE
SHIFTS
BIG DATA - With every move a consumer makes,
there is a trail of data left behind, both online
and offline. All this information is collected
and used to predict activity, often in the forms
of predicting consumer behavior but also to
different extends such as predicting crimes
or rising diseases. With this big data, endless
possibilities are offered for new kinds of useful
information, alerts, tailored products or services
and much more. This shift is important to the
trend Brand Coins while it is built around the
exchange of value and thus information.
ON-DEMAND ECONOMY
The on-demand economy is defined
as economic activity created by digital
marketplaces and technology companies to
fulfill consumer demand via immediate access
to goods and services (Stringfellow, 2019).
Convenience, speed and simplicity are on
top of the priority list of consumers, these are
also part of the basic needs in this trend. New
business models are developed by companies
to meet and fulfill these needs of consumers
and the service economy.

DIGITIZATION - Digitization is the unstoppable FUZZYNOMICS - It is the impact a consumer

mega trend which encourages many new
changes and will built the future of society. With
the coming of new technologies there arose
endless possibilities in the way we live, work
and communicate. Society is becoming more
digitally dependent by day and is challenged
by digital movements. For example the rising
peer-sharing thanks to the increasing online
media we use plays an important role within
Brand Coins.
wants in the process of creating products and
services. Consumers want to be in control in what
they consume and have a key role in creating
new innovations. It blurs the lines between
producer and its user. It is what is known as the
change from consumer to ‘’prosumer’’, which
has happened as a result of the peer to peer
networks, or decentralized networks and the on-
demand economy. Also within Brand Coins, the
consumer takes the lead.

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 DRIVERS OF CHANGE
TRIGGERS
THE RISE OF CRYPTOCURRENCIES
Cryptocurrencies are taking over the financial world
by storm. Cryptocurrency is a term used for all
digital mediums of exchange. Cryptocurrencies are
becoming more widely used in different industries
and trigger the trend of Brand Coins dominantly.
THE RISING IMPORTANCE OF INFORMATION
Coming with the shift of big data, the value of
information becomes a dominant trigger. While
consumers live an online life, their information is
held, used and sold to third parties. Data beholds a
high value nowadays, also concerning consumers.
A DIFFERENT DEFINITION OF LOYALTY PROGRAMS
Lots of companies have loyalty programs to keep
their clients. Clients and consumers are expecting
bigger rewards for their loyalty. Consumers are aware
of their value to the companies when the company
does not deliver worthy benefits, the consumer runs
to the competitor.
INDEPENDENCE OF PEOPLE AND THEIR WALLETS
With the rising independence of consumers and
their digital wallets, they are more in control than
relying on ordinary banks.
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PRIVACY CONCERNS BECOMING MORE
IMPORTANT
People are getting aware of the value and importance
of their personal data to the companies. Consumers
expecting that companies take care of their personal
information and value their privacy.
PEER TO PEER NETWORKS
Also known as a P2P network, the “peers” are
computer systems that are connected to each other
via the Internet. Files can be shared directly between
systems on the network without the need for a central
server. This makes it unnecessary for businesses and
consumers to have a bank as middleman.
THE RISE OF THE CASHLESS SOCIETY
Cash is slowly disappearing out of society. Paying
without cash is saver for the company and consumers.
Also, it makes it difficult for companies to avoid the
tax system. With less cash, the digital wallets on the
smartphone are becoming more important.
 EMERGING CONSUMER EXPECTATIONS
SAVING MONEY - People want to become
financially secure, while the future cannot be
predicted. They are searching for ways to ensure
their financial status, in the most convenient
ways. With the rise of cryptocurrencies, these
expectations are only increasing and offer new
opportunities to safe money.
EXCHANGE VALUE - The value exchange is
becoming a dominant consumer expectation.
Consumers expect something equal in return
when exchanging their information/capital to
brands. It is all about a balanced relationship
between consumer and brand.
CONTROL - People have the urge to be in
control of their belongings. Within this trend,
people want to gain control of their capital,
information sharing and transactions. It is
connected to the basic needs of independence
and safety.
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TRUSTWORTHY - It is expected that brands
and companies which have Brand Coins are
trustworthy with their offered information. This
consumer expectation comes forward out of
the basic need for security. Consumers demand
brands to handle their information, values, and
coins with precision and care.
TIME-SAVING - With trend Brand coins
consumers expect that payments go fast, easy
and simple. It will save them time and effort,
nevertheless it must happen safely.
BRANDS BECOME BANKERS - Because the
brands are becoming the bankers in this trend,
people expect that the financial services will be
as good (or better) than the services or products
banks offer. This is related to the importance of
exchanging value.

FOX COIN
Fjällräven recently introduced (August
2019) their cryptocurrency Fox coin to
launch their back-to-school campaign
a Kånken-A-Day giveaway. Their goal is
to initiate brand fans across the United
States. Consumers entered the giveaway
by acquiring the Fox Coin via an email
sign up. They could earn more entries
by sharing a digital Kånken backpack
with friends, tweeting or finding Fox
Coins placed at universities nationwide.
Participants could use their phones to
hunt for digital currency. Once collected,
Fox Coin owners could then redeem their
digital currency for small branded items
or discounts on the brand’s higher-ticket
items. With this campaign, they create
their own coin which could be exchanged
for products and services.
LIBRA FACEBOOK
Libra is a cryptocurrency built on a
Blockchain system and designed so that
everyone can build on it, and millions of
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INSPIRATION
people can rely on a blockchain system
for their financial needs. Libra will be
accessible through smartphones and
wireless data. The currency has partners
like Facebook, Uber, Spotify, and
Vodafone. They strive to become an easy
and global payment system without huge
service costs.
WIBSON
By using Wibson every user can decide
for themselves if they want to sell their
personal data. The service will let the
consumer choose where their information
goes and what they are allowed to do with
the information. As a reward, the consumer
gets a part of the profits. Nowadays,
personal data is often stolen or used
without the person knowing. Wibson aims
to provide a marketplace where everyone
gets paid for their data, without losing
personal privacy. Other companies can
work with Wibson to enhance their loyalty
programs.
INDAHASH
IndaHash is an influencer marketing app
that will help connect influencers on social
media platforms with brands to help
them earn money with advertisements,
furthermore, the company has now created
a cryptocurrency named the IndaHash
Coin. This coin can be exchanged for
benefits from brands or can be used as a
circular paying system for influencers, this
means IndaHash will buy back its coins in
order to control the exchange value.
THE MILES APP
Miles is an American app which rewards
its users who share their transport data,
which Miles will then exchange with
their partners. To motivate Californians
to take public transportation instead of
driving, this partnership will allow users to
earn special rewards when traveling with
Caltrain and SamTrans. Using AI, Miles
automatically identifies a user’s mode of
transportation and rewards them, only
using data anonymously.
 APPLY
INNOVATION POTENTIAL
CREATING A SNAP COIN - Loyal consumers Spectacles. Snapchat prints the pictures on
earn these coins by using Snapchat regularly. photo paper and gives the chosen photo a
Earning the coins is easy and fun to do. If you frame. Snapchat will send the picture to the
make a snap in a special place for example - users’ home.
the monument in your neighborhood - you
can find coins and treasures. People will go INFLUENCERS CAN EARN MONEY WITH
out, do recreational activities and photograph THE SNAP COIN - If they make pictures with a
them with Snapchat to find these treasures and brand that is showing in the picture or post an
collect coins. With these coins, the users can advertorial they earn Snap Coins. These coins
buy new unique filters or buy merchandise from will automatically be connected to your digital
the Snap store. Users can buy products that Snap Wallet. The influence decides how or
are decorated with their personalized Bitmoji when they want to get paid with the Snap Coin.
characters. This innovation could create loyal They can buy filters with the coins or boost their
users. stories on the discover page of Snapchat. This
service could stop the influencer from leaving
A MARKETING CAMPAIGN FOR THE toward other social media platforms.
SPECTACLES - Snapchat can host a virtual
event, where users are motivated to find coins
by wearing their Spectacles. This marketing
campaign will promote its Spectacles glasses.
This is a fun event near the users’ living area.
The event takes place in an AR environment
which means that users can go out in their
neighborhood and be part of the event by
wearing the Spectacles. With the coins found,
users can buy pictures that they took with their

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 WHO
Snapchat is most popular by users under
25 (Anderson, 2019), this could therefore
be a convenient target group. A new
feature will attract users that stopped
Snapchat and start using Instagram
instead. Also, new consumers will be
bound to the app and therefore loyal users
are created. People like to collect items
and achieve digital accomplishments, thus
it will become interesting for gamers and
adventure seekers to have a little fun with
Snapchat. Furthermore, influencers who
prefer Instagram over Snapchat will be
more interested in the app because of the
rewarding system. Also, Snapchat is about
connecting friends, and therefore it is also
a dominant target group which needs to
be considered in their innovations offering
them value within their services.

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 TREND CANVAS 1
INNOVATION

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 SNAP COINS
TREND - BRAND COINS
BRAND - SNAPCHAT

INNOVATION TYPE: PRODUCT/SERVICE NEW BUSINESS MODEL VISION MARKETING

DESCRIPTION HEADLINE CONSUMER EXPECTATION GAP WHO IS IT FOR

Snapchat will introduce their own Brand

Coin, the Snap Coin as a new service on
their app. This will connect and challenge • Exchanging value • Age range 16 till 24
their users by adding a gamification • Gamification • Snapchat users
element to the platform. With these • Connection • Game lovers
coins Snapchat will be able to connect its • Simplicity • Reward seekers
three brands: Snapchat, Bitmoji and the • Fun & playful
Spectacles. Snappers can score and win • Thrill of something new
coins by finding them on the Snap Map
with their friends, or by playing games or
having streaks. .

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ABOUT SNAPCHAT
Snapchat came onto the market in July 2011,
the social media platform became quickly known
for photos and videos that the users can share
with their contacts which appear for a limited
time on the user’s phone and after watching
disappear forever. Snapchat wants to improve
the way people communicate and they want to
improve life by giving people the opportunity
to express themselves and live in the moment.
Snapchat created a platform where you can be
honest and show how you really feel in a snap.
(Moseley, 2015).
Snapchat’s biggest breakthrough is the filters. social media platforms.
By using the filters an Augmented Reality (AR)
object is applied to the camera and will modify
the face or surroundings. This became popular
with 18-24-year-olds, 82% of them check
Snapchat daily (Archer, 2017). Snapchat has
added a gamification element to the platform
to motivate users to log in daily in and use the
app more frequently. Snapchat core values are
matching the need for connection, social status,
and simplicity.
Snapchat owns two brands that are infusing with
the social platform. The brands are Spectacles
and Bitmoji. In line with the rebranding as a
camera creator, Snapchat published Spectacles
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SNAP COINS
that make it easy for users to record videos and THE INNOVATION
post to their Snapchat account. Spectacles are To create an innovation that fits Snapchat
basically camera glasses, which can be linked perfectly, the basic needs, shifts and triggers
to a Snapchat account. The glasses give the which are most relevant for Snapchat were
opportunity to enjoy AR and create 3D pictures. researched in the Consumer Trend Canvas 1. The
Bitmoji is the service to create personalized basic needs: connection, simplicity and relevance
characters to create the opportunity to use are connecting with the core values of Snapchat.
personalized emoticons and filters. The triggers and shifts: different definition of
loyalty programmes, the rise of cryptocurrencies,
All things considered, it may be said that Snapchat on-demand economy and Fuzzynomics. are
needs a push to get back to their old high usage interesting developments where Snapchat can
numbers. An innovation that will boost the sales respond to. This created the innovation Snap
of the Spectacles and a new creative feature Coins. The innovation counteract the problem
to make Snapchat more interesting than other of losing users and will promote the sale of the
Spectacles.
Snapchat will introduce their own Brand Coin:
the Snap Coin (see moodboard) which will
connect and challenge their users by adding a
gamification element to the platform. With these
coins Snapchat will be able to connect its three
brands: Snapchat, Bitmoji and the Spectacles.
Snappers can score and win coins by finding
them on the Snap Map with their friend or in
games. Furthermore, loyal users who have a
long ´streak´ and use the app frequently will be
rewarded with Snap Coins. To boost the sales of
the Spectacles users will be able to find coins
in their surrounding which are only visible while
wearing the glasses.
Spectacles glasses, by Snapchat
 Once a user has a certain amount of Snap Coins,

SNAP COINS
they can be exchanged for exclusive filters and
games, Bitmoji merchandise and discount on
Spectacles. By introducing the Snap Coin to the
platform Snapchat will attract and encourage
users to use the app more frequently and also MOODBOARD
will help to bind them to the app and connect
them to other Snappers.

CONSUMER EXPECTATION GAP

Creating a Snap Coin is a opportunity to
make users loyal to the service in a fun way. By
connecting the token with gamification users
get the feeling of achievement what makes
them stay. This becomes an important way to
exchange value. When you combine the tokens,
gamification and the rewarding system you
create a fun way with actively participating users
who get a real reward for using the service. It
will boost the users making connections, this fits
perfectly with the core values of Snapchat. The
simplicity of this new feature makes it easy to
use, while it will be an implemented feature in
the app itself. This makes it easy for users to start
the new service and start earning coins . With the
thrill of something new people will be curious
and excited, they will look into the new feature
and start benefit of the Snap Coins.

WHO IS IT FOR?
The new feature will be for consumers in the age
of 16 to 24 because this age group Snapchat is
most popular. It is also created to bring former
users which wandered off to Instagram back to
Snapchat and attract new users. Furthermore
people who seek for rewards in a fun, playful,
and gaming way are encouraged to play.

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 TREND CANVAS 2
FANTASY IRL

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 INTRODUCTION

Mankind has always been searching for some form of escapism,

from immersing yourself in a good book, telling stories by the
campfire or to fight for your life in your favorite videogame.
Progressively societal polarization, the rise of experience
economy and the do not stop until you drop society are urging
people to seek out a break from the real world, taking a leap into
the fantasy realm. What is interesting is that consumers have
more channels with which to escape than ever before. Media
consumption is in constant growth, not to mention that the huge
development in Virtual Reality (VR) and Augmented Reality (AR)
will make it so much more easier to bring escapist fantasies In
Real Life (IRL). As a result this trend will see its peak in 2020,
where 24/7 connectivity and digital experiences will converge
into blurring the boundaries or real and virtual, meaning that
fantasy worlds are going to permeate reality as never before.

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 1. ANALYZE 2.Apply
BASIC NEEDS DRIVers of change innovation potential
SHIFTS TRIGGERS
• Escapism • Stress relief
• Need to escape • Social Polarization • Personalization • Spot-The-Song
• Experience • Rising of the • VR & AR innovations • Virtual Clubbing
• Connection experience • Rise of video games • Meet and greet in VR
• Re-charge economy conventions
• Belonging • Digitization • Escape Rooms
• Rise of the “on the
go” society

YOUR INNOVATION

THE SPOTIFY
EMERGING CONSUMER EXPECTATIONS INSPIRATION WHO DIMENSION
• Reward feeling • Tiffany & Co Bakery • Age range 14 - 65
• Stress relief • Gucci Hallucination • Innovators
• Entertainment campaign • Creatives
• Experiences which feel • Pokemon Go • Escapists
real • Apple AR Art Project • Entertainment seekers
• Fun and playful • DJ Marshmellow • Fear of missing out people
adventure concert in Fortnite (FOMO)
• Creating connections
• Fantasy focused
• Brands must tell a story

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 ANALYZE
BASIC NEEDS
The basic needs that occur within these trend are
explained below. With every basic need their is a
small explanation why this belongs to the trend
Fantasy IRL. They are explained in order from
most relevant to less relevant.
NEED TO ESCAPE - In this digitization era, where
lives are saturated with media consumption and
stressed because of their busy lifestyle, people
are developing the need to escape from reality,
by seeking virtual experiences in the fantasy
world.
EXPERIENCE - Society nowadays is seeking
personalized experiences that will gain their
attention by transporting them in the brands or
the gaming world. Anything that will get them
a story to tell, or a video of a memorable event
to post on their social media, will definitely get
their attention.
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CONNECTION - In a world where alienation is
growing amongst different groups, the need
for connection and belonging has grown to
become one of the most essential basic needs.
RE-CHARGE - Today’s society is experiencing a
frenetic lifestyle change, everyone is adapting to
‘‘on the go’’ way of living, with their jobs, family,
but most importantly their screens which take
up most of their time. There is a need of stress
relief, a moment of the individual to re-charge.
BELONGING - Another aspect of digitization
is slight alienation amongst a variety of groups.
This brought about the need for connection
and belonging, creating the feeling you belong
to a group.

ESCAPISM - In a world where social
polarization, injustice, and discrimination
is increasing, so is the urge for escapism.
Hand in hand with digitization, ways of
escapism have risen throughout the
years. It has never been easier than now
to escape from the real world, all you
need is your digital device and a wifi
connection to escape to a virtual world
designed to your own preferences.
SOCIAL POLARIZATION - In this case,
digital media, and particularly social
media plays a role in encouraging social
polarization. People feel excluded. This
causes that they turn to an escape from
reality and there is a rise of isolated
groups alongside.
RISING OF THE EXPERIENCE
ECONOMY - Consumers highly desire
experience and businesses are jumping
massively into this ever-increasing need.
To achieve full potential, businesses
26
DRIVERS OF CHANGE
SHIFTS
need to start creating memorable RISE OF THE “ON THE GO” SOCIETY
events that will enhance their identity - A desire for efficiency and a belief in
and customer loyalty (Sweet, 2019). progress, this is what drives our stressed
This trend rose especially amongst society. (Corner, 2018). Consumers want
millennials for whom status is becoming everything more quickly and cheaply.
less about owning and buying and more We are addicted to speed, ease, and
about experiences and ‘status stories’ low costs (Corner, 2018). The stress
they can share. Living life to the fullest, that we experience every day is said to
engaging in meaningful activities and be caused by several phenomena that
focusing on purpose-driven work is key are built into today’s society, including
to this generation of consumers. heavy workload, a constant search for
perfection, difficulty balancing work,
DIGITIZATION - As the world is personal life and family life and changes
becoming more digitized every day, our in values and social standards.
media consumption is increasing rapidly.
With the expansion of digitization,
more ways have been introduced in
how we consume media. One of the
biggest changes is that AR and VR have
finally become more household to the
average person. As an outcome of this,
organizations have found new methods
to interact with their consumers.
 DRIVERS OF CHANGE
TRIGGERS
STRESS RELIEF - The rise of social media and the
pressure to be constantly connected has likely
been one of the main reasons that have led to the
increasing stress level. Google searches of anxiety
have steadily gone up in the last 10 years. So the
need for finding a way to relieve all the stress and
anxiety that is build up inside of you has never been
more important, because of the rising levels.
PERSONALIZATION - Personalization is a key part of
consumer experience (Sweet, 2019). Marketers use
data to create relevant and unique experiences, for
each consumer, which usually generates an increase in
loyalty. The Segments State of Personalization Report
also states that just 22% of shoppers are satisfied with
the level of personalization they currently receive.
VR & AR INNOVATIONS - AR and VR are the future.
People are already using AR in their day to day
activities, such as applying photo filters and choosing
VR for more immersive gaming (Ratnottar, 2019).
AR and VR offer promising possibilities on how to
connect in new ways with consumers in the future.
27
RISE OF VIDEO GAMES AND CONVENTIONS -
Almost 68 % of the people aged between 16-49 play
some kind of video game, and that number does
not seem to stop. So the rise of gamers has raised
to more than 2/3, shows that people are looking
for a way to distract themselves (Jahns, 2019). But
it is not just all about playing games, it has a lot to
do with the culture that comes with it. Most of that
culture manifests itself in cosplaying and gaming
conventions.
ESCAPE ROOMS - With its roots coming from
Dungeons & Dragons, Now Get Out of That and
The Crystal Maze, escape rooms have created a
new desire for the people to challenge themselves
and share that experience with their friends. It is
about connecting and coöperating with each other
rather than doing this on your own. It is a real-life
game with puzzles, hints and getting rewarded for
accomplishing tasks.
 EMERGING CONSUMER EXPECTATIONS
REWARDING FEELING - It is researched, that CREATING CONNECTIONS - People tend to
consumers are triggered by rewarding systems escape from the real world into the virtual world,
(Cleverism, 2019). They are encouraged to because of many reasons. Most of the time they
interact with brands when there is a reward. This experience loneliness or feel excluded, they
is also the addicting element in gaming and seek for a connection. This connection can be
therefore a interesting system to use for brands. found often in the virtual space, where they can
be whoever they want and feel included. They
STRESS RELIEF - In today’s ‘on the go’ society, seek to establish meaningful relationships and
where the consumer is overloaded with stress connections, even if it is virtual.
and information, the urge to find a way for the
consumer to relieve their stress in a way is high. FANTASY FOCUSED - Consumers expect to
have a service, space, or an experience that
ENTERTAINMENT - People are seeking new will make them dream with their eyes open,
stories to tell, new meaningful experience with transporting them to another dimension of
the help of entertainment. The consumer wants their imagination where they feel comfortable
a nice experience enhanced by entertainment and entertained.
to make it more memorable and interesting.
BRANDS MUST TELL A STORY - Brand
EXPERIENCES THAT FEEL REAL - Consumers are storytelling is a well-known way of building the
looking to establish virtual and IRL connections bridge between company and consumer. It
through innovative experiences that feel real allows companies to tap into the basic human
such as escaping in fantasy focused realities. love for stories, therefore brands can establish
relations which engage their consumers.
FUN AND PLAYFUL - All things do not need to
be rooted in something serious and important.
Sometimes people just wants something fun
and playful to get their minds off their problems

28
 INSPIRATION
TIFFANY & CO BAKERY - Having breakfast
at Tiffany’s: The famous jewelry store
Tiffany’s partner up with a Singapore
based bakery in 2018, to recreate the
well know setting from the film Breakfast
at Tiffany’s. The bakery was painted with
the signature blue color, and the nearby
surrounding was cloaked to look like an
authentic New York street (Mattin, 2019).
GUCCI HALLUCINATION CAMPAIGN
- The powerhouse of fashion created an
interactive SS 2018 campaign, with the
help of Spanish artist Ignasi Monreal. The
campaign appeared in several magazines
and newspapers and could be scannable
using the Gucci App to reveal special
3D pages with augmented reality effects
(Makris, 2018).
POKEMON GO - Pokemon Go is a mobile
game that uses AR. The concept of the
game is that the players use their devices
to hunt, gather and collect all kinds of
pokémons IRL all over the world (Rushe,
2019). Players of all ages come together
to battle and exchange gifts collected by
going to popular city attractions.
29
APPLE AR ART PROJECT - Apple released
a new art based AR experience, called
[AR]T. The consumers could visit their
stores around the globe to take part
in the experience. The experience was
divided into three sessions, containing
an interactive walk displaying the work
of the elite contemporary artist, an AR
art installation viewable from every apple
store and a lighter session about creating
in AR (Apple. 2019).
DJ MARSHMELLO CONCERT IN
FORTNITE - The leading game when
it comes to active players, at that time,
partnered up with one of the most
popular DJs around the world to create
the biggest concert, ever. Marshmello
had a concert/DJ-set inside of the game,
making it possible for millions to attend
it (Webster, 2019). By erasing the natural
laws of having a concert in real life, Fortnite
invented a new innovative way of hosting
gatherings like this.
 APPLY
INNOVATION POTENTIAL
SPOT THE SONG - Spotify will launch an AR
game where you can spot songs and famous
artists around your city by just using your phone.
It is a guessing game to encourage Spotify users
to get out the house and enjoy music in a playfull
way. Users must guess the songs correctly and
they can earn points within a competion with
their friends.

VIRTUAL CLUBBING - Spotify will launch a

virtual disco. You enter this disco with your
virtual created avatar and you can dance on your
favorite songs or artists. The disco is accessed
by putting on your VR glasses and entering the
virtual space, escaping in a fun way from reality.

MEET AND GREET IN VR - Spotify will organize

a weekly meet and greets where fans can have
the chance to meet their favorite artists from
the comfort of their homes. How? by using an
advanced VR system which will make it possible
to connect and have a conversation with their
idols.

30
 WHO
This trend is generally spreading amongst
people who share their love for adventure,
entertainment and seek a way to escape
from reality, may it be through music or
by gaming. This could be relevant for a
range of people aged 14-65, because
it is not about the age it is more about
the mindset due to their social status,
work, achievements in life. They can be
creatives, innovators, escapists, but also
people who seek entertainment or have
the fear of missing out. All of the above
have in common the need and the will
to make valuable connections by sharing
memorable experiences.

31
 TREND CANVAS 2
INNOVATION

32
 THE SPOTIFY DIMENSION
TREND - FANTASY IRL
BRAND - SPOTIFY

INNOVATION TYPE: PRODUCT/SERVICE NEW BUSINESS MODEL VISION MARKETING

DESCRIPTION HEADLINE CONSUMER EXPECTATION GAP WHO IS IT FOR

Spotify will introduce a marketing stunt

called: The Spotify Dimension. This • Re-charging • Age range 18 till 34
consists of a pop-up store in the shape moment • Music lovers
of a black prism, based in major cities all • Establishing • Entertainment seekers
over the world. The prism will exist out of meaningful • Escapists
three rooms: 1. the Relieve Room, 2. the connections • Creatives
Expression Room and 3. the Connection • Experiences which
Room. Consumers can collaboratively feels real
share sincere, passionate and re-charging • Escaping reality
moments in this stunt, bringing their music
fantasies into their real lives.

33
 SPOTIFY DIMENSION
ABOUT SPOTIFY
Spotify is a global multi-media provider
founded in Sweden in 2006 by Daniel Ek and
Martin Lorentzon. The founders developed their
innovation as a response to the privatization of
music. With a clear mind about what the issues
were with music streaming Spotify was brought
to life. For Spotify to be the best streaming
company they are now, they knew they had
to continuously develop new ideas to keep
subscribers, engaged to the point of expanding
the brand into a lifestyle hub for creatives.
Spotify’s identity is based on five different
values, which express their way of working and
communicating.
INNOVATIVE - ‘‘We are all pioneers. They are
original and creative in their thinking. To the
brand, innovation comes naturally, based on a
strong desire to improve things.’’
COLLABORATIVE - ‘‘We are all Spotify. We are
stronger together. The key to effectiveness is
collaboration.’’
SINCERE - ‘‘We mean it. They believe that the
best relationships are based on mutual trust
and respect, therefore they try to be fair and
transparent in everything they do.’’
PASSIONATE - ‘‘The Spotify team is passionate
and proud of their achievements. They are bold,
not afraid of taking big risks or failing.’’
34
PLAYFUL - ‘‘We say yes to the fun. We are a playful 1. THE RELIEVE ROOM - When the consumer
company and a playful brand. We always have enters this dimension he/she is immediately
been. We never take ourselves too seriously”. immersed in the calming scene of a rainforest,
or the soothing scent of a beach. This room is
By staying true to its brand values, Spotify has meant for calming your mind, opening your
risen to become the biggest player on the senses and yoga mats will be available for
audio market, but it comes with a cost. Their everyone.
competitors like Tidal and Apple music are 2. THE EXPRESSION ROOM - Here the
always watching and observing what Spotify “customer” is alone because this space
will do next, so they can use that information is meant to unleash your inner feelings
to create their innovative ideas. How does this and emotions. It does that by using facial
affects Spotify? The Spotify team always needs recognition to mimic your mood, they will be
to stay ahead by bringing innovations and ideas surrounded by responsive music, visuals, and
to keep the customer interested and satisfied. setting.
3. THE CONNECTION ROOM - The
THE INNOVATION participants will be reunited after the journey
The Spotify dimension consists of a pop-up store in the last environment. Here the participants
in the shape of a black prism, based in major are encouraged, by the surroundings, to
cities all over the world. The first one will be engage in meaningful conversations with
located in Amsterdam because this city is were other participants. Furthermore, it will be
connectivity amongst internationals and music furnished with comfortable couches and
meet. This innovation aims to provide users with coffee tables where they can enjoy their
a dimension where they can collaboratively share favorite drink.
sincere, passionate and re-charging moments,
which are much needed in their ‘on the go’ lives. We believe this innovation will have a positive
impact on Spotify and its users. In this case,
The concept consists of creating three different Spotify will be able to provide an entertaining
spaces, where the walls have integrated screens escaping experience that feels real, aimed at a
and lighting, evoking different feelings and re-charging moment and creating connections.
experiences (see moodboard): The journey will empower the participants to
 feel emotionally rewarded making the brand

THE SPOTIFY DIMENSION

relatable. This way Spotify will have the chance to
express itself and connect with its users tangibly,
leaving behind a convincing story.

CONSUMER EXPECTATION GAP

Fantasy IRL can be an opportunity for Spotify MOODBOARD
to create an out of the box experience, that
will challenge the boundaries between real
and virtual. In this case, Spotify aims to design
a tangible dimension where users can recharge
their batteries, by escaping from their reality into
an experience that feels real, suited for their
needs. This is not only aimed for stress relief,
but it is also about getting in touch with your
emotions and having opportunity to share it,
thus developing purposeful connections that
will push the users out of their comfort zones.
What is most important is that Spotify is telling a
relatable story which feels authentic.

WHO IS IT FOR?
Spotify is most popular by users aged between
25-34 (Statista, 2019), slightly followed by the
age group 18-24, these will be the main target
groups. By opening this new dimension to
its listeners, Spotify is creating a memorable
experience for its most adventurous consumer.
By adding a self-reflecting and a shared
experience room, it will become a new unique
way to entertain music lovers. This dimension is
also designed to inspire creatives and innovators
with new inspiration, but this space could also
function as a safe place for consumers that need
a way to escape from everyday struggles.

35
 GROUP EVALUATION
+ -
STRENGTHS
• We all come from different fields (2x AMFI, food
innovation management, media information
communication, communication & PR/
banking) and thus have valuable knowledge.
• We are all open for constructive feedback, we
want to learn from each other and grow within
the process.
• Responsible, while we all took our
responsibilities within the tasks we had to
deliver.
• Focused on both zooming in and out, during
this project it is important to zoom in but also
zoom out. We were able to look at the details
but also take on the helicopter view.
• Willing to work, we were all very enthusiastic
and willing to work hard and create high-
quality products.
• Communication, we were very keen on
communicating clearly with each other.
May it be through WhatsApp or real life, we
constantly kept each other up to date about
everything. Hereby we constantly were on the
same page.
36
DIFFERENT PERSONALITIES / BACKGROUNDS
WORKING TOGETHER
All the five of us have very different personalities but
there is a good balance of more pronounced and
less pronounced personalities. Within our group,
we created a space wherein everybody could share
their thoughts, perspectives, and motivations. It is
important that every team member could share their
WEAKNESSES
input freely, as long as it is relevant and supportive.
• Documenting previously done research, we
struggled to find a good way to document our
We have Luzie from Germany, Manuela from Italy,
research and make it clear. We should create a
Alex from Sweden and Jasmijn and Roanne from
better system for the next project.
Amsterdam. It is a very interesting and challenging
• Putting our enthusiasm on paper, we are
mix while we all have different backgrounds in our
always super enthusiastic about everything
study, upbringing and the cities we live in. Therefore
but sometimes troubled in putting it clearly
all carrying interesting information from different
onto paper, evoking the same excitement.
perspectives. We all experienced different ways of
• Sometimes we were two steps ahead but
studying and in the beginning struggled a little bit
should undergo all stages of the process. For
to find a way that worked for all. By talking about it
example, when working on the Consumer
we found fitting solutions.
Trend Canvas, we already wanted to work on
the innovation while we were so excited about
HOW WE DIVIDED THE WORK
it. Therefore, within our process, we sometimes
Based on the strengths and weaknesses we
missed some steps. Eventually, we forced
determined at the beginning of the project, we
ourselves to become more strict in following
sat together and decided who could do what. For
all the steps of the process.
example, Luzie hated to present, nevertheless,
• Sometimes we want to overdo ourselves. We
she tried to improve her insecurity/weakness by
got lost in all the information gathered and this
presenting during class.
made it sometimes hard to make decisions.
Hard work is great, but sometimes we could
Also, we have some which are stronger in the analytical
work more efficiently and effectively.
part and others in the creative part. We took all these
strengths and weaknesses into consideration when
dividing the work and helped each other. For this
project, we had the duo Jasmijn (creative) and Luzie
(research) looking into Brand Coins. Manu (creative)
 and Alex (analytical) looked into Fantasy IRL. Roanne
(manager) kept the overview and did overall quality
control. In the end, we all checked each other’s
parts and gave feedback so the quality delivered is
eventually from all of us.
HOW WE CHECKED EACH OTHER WORK
For all the group work we created a Google Drive
where we put all of our research into. We created a
clear mapping system so all the information could
be found in the correct place. Working in Google
Docs allowed us to work together on the same
projects while keeping an overview of each others
work. This gave us the possibility to double-check
what the other group members did and hereby the
quality of our work is guaranteed. We placed notes
next to the written texts where we felt that some
information lacked or was not correct and gave each
other feedback. It helped us to keep organized.
After we struggled a bit with the given trend Brand
Coins, getting such a positive feedback from Livia
really showed us that we were on the right track and
gave us the confidence to continue with our working
method. The feedback excited us about the signals
we found which then eventually ended up in a great
innovation that we all truly support.
HOW WE HANDLED MEETINGS AND
COMMUNICATION
We had weekly meetups, both with Vincent but
also with the group. During the coachings with
Vincent, we kept track of our developments within
the process but also mapped out the problems we
faced. Hereby we could constantly keep developing
our group work processes and discover our
strengths and weaknesses. Besides the coachings,
we contacted each other through a WhatsApp
group and came together 2 or 3 times a week to
check what was on the agenda and if we were on
the track of our deadlines. We worked together on
37
the trending project and brainstormed, evaluated or
discussed research done. Through these meetups,
we all were constantly on the same page regarding
our work deliverables.
Sometimes there were moments within the meetups
were we lacked concentration and motivation.
Therefore we had in between small breaks when
there was a need for it and afterward go back to
work. Also, it was not always possible to all be present
at the meetups but we updated them through a
phone call so they knew what was discussed. In the
beginning, there were some irritations regarding
group members coming too late to school and we
solved this problem by setting clear consequences
when not living up to the set expectations. Hereby
a feeling of responsibility was carried onto the
individual and this worked to get everybody back
on track.
Within this group, there were also some personal
issues influencing sometimes the feelings of group
members. Luckily, we all created an atmosphere
within our group wherein everybody felt they could
share their issues and seek help within the group.
Besides being group members we also became
a trusted group of friends helping each other out
when needed.
WHAT WE WOULD DO DIFFERENTLY IN THE
UPCOMING PROJECTS
As explained in the weaknesses, we sometimes
went to fast through the process, not taking our
time to reflect on our research. This is because of
our excitement and willingness of the group. These
are both great characteristics but sometimes need
to be toned down. Hereby we can become more
aware and create a higher quality of work when
undergoing willingly the whole process.
Furthermore, the way we document our research
could be a little bit more structured. We all
researched our tasks differently and therefore it was
not always clear what somebody had researched
or what the outcome of the research was. We lost
there some valuable time while we had to go over
everybody’s research again verbally.
Also, the amount of information researched was
sometimes too much and not all relevant. This group
has a habit of losing themselves into the project
and get a little bit too caught up in it. This hindered
us when making decisions while the choices were
endless. For the next project, we should become
more confident about our doings. Sometimes we
felt a little bit insecure regarding what other groups
were doing if we understood the material handled
in class correctly and if we executed the tasks well.
For the next project, we should trust more in our
strengths and believe that what we are doing is the
right way, without getting too distracted about what
others are doing or how they are doing it.
WHAT DO WE WANT TO KEEP, WHAT WORKED
WELL?
The vibe within our group is perfect. We are all super
willing to learn and work together passionately on
the projects. When working together, we encourage
each other to do better, boost each other’s
confidence but are also not afraid to disagree
or share other thoughts. It is a well-balanced
atmosphere which makes it easy to work with. Also,
the way we communicate within the group is a
valuable strength. We keep each other up to date
and make sure everybody is on the same page as our
agenda. We plan in meetings beforehand and set
clear deadlines for ourselves to live up to. This group
also has a power in zooming in and out on subjects.
Hereby we can watch the details but also recognize
the helicopter view. This is a nice way of working and
a valuable skill when becoming trendwatchers.
 PERSONAL EVALUATIONS
MANUELA SENZIONI As far as my experience goes, studying at AMFI, we did not have a lot of group work, we mostly
worked in couples or alone so this was a fairly new experience for me. I did not know what to
expect but since the very start, I noticed that my group mates were very open-minded and we all
tried to create a comfortable but productive environment. All the members of the group were
hardworking and always had interesting insights to bring to the table. I believe that in a group
everyone should have the opportunity to express their ideas, and I must say that this was always
the occasion with my group. I always felt like a valuable asset for them which made me feel very
motivated.

I usually prefer working on my own, so I do not need to compromise, but I was surprised that
compromising was very easy because everyone was on the same page most of the time, this
made it a lot easier to collaborate. What I appreciated most about our team was the effective
feedback, their feedback started becoming so valuable that I also confided in them with private
problems and they were always ready to listen and help me out
.
Overall, I look up to all my teammates because each one of them has taught me something
different which I cherish and value, in particular, Roanne. She is our group manager and she did
an excellent job to keep everyone on track, planning everything, she motivated us and made me
feel like I was part of the best group. It is very important to have a strong leader that can handle
stressful situations. Something I need to work on in future groups is not being late to meetings.
I struggle to be on time and it became an issue for my team even if they were very nice about it.

My team made me rethink group work completely: I did not think I was capable of working in
a team without feeling frustrated or unnoticed, but now I am very positive about it and I am
looking forward to challenging myself with new team members. But most importantly I feel like
we all connected, not just as a school team but as friends as well. Meeting up to work was never
a burden but rather a good opportunity to spend some time together and have a good laugh!

38
 After my Graduation at the Amsterdam Fashion Institute I decided that I was not ready yet for
ROANNE DE KLUIZENAAR the professional industry and perhaps missed one more step to become the professional I want
to be in the future. This minor immediately caught my interest and I never regretted this choice!
I enjoy the lessons, the teachers and the class.

During this first project, I experienced again to work together in a group. After 4 years of AMFI
I was used to thinking with minds alike, this group opened up so many new perspectives and
ideas. All coming from different studies and backgrounds. After graduation, I was used to be
working on my own for half a year and meet my deadlines but now we had to do it together
again. I discovered that I prefer working with others, you can accomplish so much more together.
I became the group representative, which the group supported me. I felt appreciated and part
of the group since the moment we became one.

Being the chairwoman of the group fits my skills when working in a group. I like to take the lead,
keep the overview and be in charge of plannings and deadlines. I also like to do quality control
and give creative output. My weaknesses are that sometimes I can become too controlling/
bossy and I am not that good analytically. Nevertheless, within this group, we found a great
balance of our strengths and weaknesses and helped each other out where needed.

This group worked well together from the beginning, all were very motivated and enthusiastic.
This encouraged me to work as hard and willingly. They learned me to sometimes relax a little
bit more and trust in the group process but also in my process. I tend to stress out easily and
they gave me all the comfort and trust that it would be fine in the end. I am proud of our work
and the quality of it.

39
 JASMIJN ROELAND This is my final study year at the HvA. The study media, information, and communication work
with a lot of group projects. Therefore it was not something new to me to work within a group.
This doesn’t mean that I thought it will be easy to work in this group. You never know how a
new group is working especially with students from another country, studies, and universities. I
am happy to say that this group worked great together. Everybody easily found his place within
the group. This happened naturally without any disagreements. The group energy made me
energetic and motivated. I think because of the positive atmosphere we worked productively.
This made it easy to finish the work before the deadlines.

I like working in a group when everyone can do the part that he or she enjoys. Sometimes this
is not possible and I think it is the group’s responsibility to make sure that everybody feels good
with the work that he or she created. This was the real strength of this group. Another strength
that this group had was that everybody felt free to give feedback, and was giving feedback in a
good way. Therefore nobody got hurt and become the quality of the work higher.

One of my weaknesses is that I have trouble concentrating. When we are working for a long time
I have difficulties with staying focused. I liked that we worked as a group together, created clear
agreements and gave each other the space to work on their own. This allowed me to learn how
to make good planning for myself and staying focused in different settings.

40
 This is my first, hopefully not the last, time that I worked in group projects which contained
ALEXANDER FÄRGGREN persons from different countries. I have worked in many group projects before, both for work
and in school, but not in this way earlier. I thought it would be more of a struggle for me, but it
went much better than expected. I think everybody found their natural placements in the group
quite early, which only made the working part easier. One of my weaknesses coming into this
group is writing in English, but with the help of my group, I feel that my English has improved,
even if it has only gone 9 weeks.

I like working in group projects because it brings out the better side and more serious side of
myself, a side that usually I do not see to often when I work on things by myself. I think this I
because when I have pressure to deliver, and someone else is counting on me, I put in so much
more effort just to not let them down.

To wrap this up I just want to say that it has been a blessing working with this wonderful group. I
think we bring out the best of each other, and I am really impressed by our work.

41
 LUZIE JÜNEMANN Coming from a very practical Dutch school, working in a group was nothing new for me, still I
was nervous at the beginning because I did not know my group yet. But this worry was quickly
forgotten, everyone was really open and friendly and made it easy for me to deliver good work.
One of my biggest fears is talking in front of a group or presenting. We talked about it with
everybody out of the group and before the first presentation, practice it a lot and presented
with everybody which made me feel much more comfortable. They really give me the feeling
that even if I am not the best at presenting, they were proud of me and appreciate that I tried to
overcome this problem of mine.

Everybody worked great together and was able to contribute quality to the report, and if
feedback was given it was always given fairly. The planning we did helped me to have my parts
done in time and plan my other activities around the group meetings.

The last reports I had to write were very analytical and quite different from this kind of research
and how creativity is needed and applied. First it was challenging for me but once it was clearer
what is required from me, I really enjoyed working on this project and especially together with
my groupmates. And I am already sad that we cannot work together on the next assignment.

42
43
 SOURCING
Anderson, A. P. (2019, April 10). Share of U.S. adults using social media, including Facebook, is mostly unchanged
since 2018. Retrieved 13 October 2019, from https://www.pewresearch.org/fact-tank/2019/04/10/share-of-u-s-adults-
using-social-media-including-facebook-is-mostly-unchanged-since-2018/

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