Abstract:

The most engaging stories are usually the ones whose characters live on the fringe, disrupting the norm and the expected. With this paper we showcase how by understanding the fringes you can magnify the trends and insights seen in the mainstream. How to deliver more inspiring stories by studying people in the broad sense rather than the brand sense. And furthermore how to do it with the platform of video documentary. Representative samples will always do their job in explaining consumer behaviour however if we want to deconstruct the value and relevance of cultural movements and societal trends, going to the fringe can be highly illuminating. Imagine doing a documentary with people who've decided to live like Victorians so you can understand the impact of technology in our life today...