The Challenge

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Frieze sought to understand how to capture the hearts and minds of general ‘culture vultures’ (people highly engaged in contemporary art and culture) and those working in the arts professionally. Driven by a declining readership base and recognition of the brand's elitist reputation, Frieze aimed to develop a more relevant and inclusive editorial and magazine offering.

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​​​Our Immersive Approach

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Our research design aimed to uncover the deeper connections and meanings within the LEGO Using our extensive network within the creative industries, we recruited motivated and enthusiastic participants.

 

We ensured a mix of backgrounds and genuine interest in the subject by conducting initial phone conversations and even meeting some participants for coffee to guarantee a brilliant group dynamic. Our approach was designed to capture genuine insights into the motivations and preferences of our target audience:

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• Small group sessions: We started with sessions among culture vultures to grasp the core reasons for engaging in art and cultural content

• In-context interviews: We interviewed artists, writers, and gallery staff at their workplaces to capture their context and the inspirational and informative role that Frieze could play

• Creative workshops: We organized workshops at the Frieze offices where participants evaluated the current magazine offering and developed ideas for a more compelling and inclusive editorial approach

• Direct feedback sessions: We invited Frieze’s editors to hear feedback directly from participants, followed by lively debate and discussions to refine the editorial proposition​​​​

 

 

The Result​

 

Our research provided Frieze with a clear direction on how to present a more relevant and compelling offering to a broader audience. We identified ways to make the editorial content more accessible and engaging for both culture vultures and professionals in the arts. Additionally, we developed strategies to foster a sense of community among readers, encouraging more interaction and engagement with the brand.

 

The research informed a new editorial approach, format, and commissioning structure for contributors, allowing Frieze to better meet the needs and preferences of its audience. These insights enabled Frieze to refine their editorial and magazine strategy, making it more inclusive and appealing without compromising the brand's integrity.