Design diaries, is a trend research project based on a quantitative analysis developed with the methodology applied by Makno Group, a social and marketing research institute. The project focus itself in the area of T.V furniture sets and pieces that were on display during the 2011 Salone Del Mobile

1. Design Diaries
MBD I Workshop 4
By: Felipe Gómez
T.V Furniture Sets & Pieces Colombia
International Furniture Fair of Milan 2011 Proyect Lesder; Makno Group
Tutor: Carla Zorzo
viernes 22 de abril de 2011

2. Design Diaries
MBD I Workshop 4
Focus:
Investigation area: Domestic Technology, Design Styles
Sector: Leaving Room Furniture
Products: Tv Furniture
Research:
1. What are the preferred design styles among people?
2. How are the t.v furniture pieces currently in the market?
3. What are the new media base technologies people are using at there homes ?
4. How are this technologies interacting with the furniture spaces?
viernes 22 de abril de 2011

3. B2C ANALISIS: INFORMATION
No. of Surveys: 67 Age
Nationality 64%
E.U.
20%
14% 16%
18 to 24 25to40 40 <
42% 14%
Italy Asia
America
30%
Gender
Occupation
Design Related 84%
55%
Female
Others 16%
45%
Male
0% 30% 60% 90%
viernes 22 de abril de 2011

4. B2C ANALYSIS: INFORMATION
For Them Design Is?
Expensive 2
Necessity 3
Trendy 3
Aesthetics 4
Innovation 4
Functional 4
Representation Of Myself 4
Creative 5
0 1 2 3 4 5
viernes 22 de abril de 2011

5. B2B ANALISIS: INFORMATION
Furniture Sets Pictures
154
No. Producers Found
65
Price Level Nationality Exposition
11%
37% 92% 8% 84% 16%
52%
HIGH LOW MID ITALY EU SALONE FUORI SALONE
viernes 22 de abril de 2011

6. B2B ANALYSIS MAP 1 SOFT-AQUARE Vs WARM-COLD
Cold
3% 5% 5% 25%
12% 44%
1% 3% 3% 10%
Square
Soft
1% 2% 5% 3%
9% 35%
2% 4% 11% 7%
Warm
viernes 22 de abril de 2011

7. B2B ANALYSIS MAP 2 EPHEMERAL-LASTING Vs STAND ALOENE-MODULAR
Modular
1% 8% 11% 7%
17%
x 36%
Ephemeral
1% 6% 12% 6%
Lasting
1% 3% 5% 3%
21% 26%
8% 9% 11% 7%
Stand Alone
viernes 22 de abril de 2011

8. Purchase Motivation Ways of Use
viernes 22 de abril de 2011

9. PURCHASE MOTIVATION
When it comes to buying a furniture piece for
your T.V, how relevant are these criteria for you?
Delivery Time 1
Price 2
Th Brand 2
The Material 3
Size 3
Functionality 4
The Colour 4
Cable Managment 5
Style 5
0 1 2 3 4 5
( 1= Not Relevant 5= Very Relevant)
viernes 22 de abril de 2011

10. PURCHASE MOTIVATION I Style
Square and Straight Shapes Squere
That Matches The T.V Aesthetics
79%
B2B
B2C
Soft
The Material 3
The Colour 4
Style
0 1 2 3 4
5
5
21%
viernes 22 de abril de 2011

11. PURCHASE MOTIVATION I Style
Square and Straight Shapes Cold
That Matches The T.V Aesthetics
56%
B2B
B2C
24%
Warm
Other
Philips
9%
LG 10% Sony
19% 38%
Panasonic Brand
44%
viernes 22 de abril de 2011

12. PURCHASE MOTIVATION I Style
Square and Straight Shapes Cold
That Matches The T.V Aesthetics
56%
B2B
B2C
Warm
27%
Plasma
8% Other
9% LED
Technology LCD
56%
44%
viernes 22 de abril de 2011

13. PURCHASE MOTIVATION I Style
Square and Straight Shapes Cold
That Matches The T.V Aesthetics
56%
B2B
B2C
Warm
32”-40”
45% 45”<15%
24% <22’’
Screen Size 22”-30” 15%
44%
viernes 22 de abril de 2011

14. PURCHASE MOTIVATION I Style
Cold
Light Integration
10% 16%
Square
Soft
14% 26%
Warm
Modular
Pice With Light By Price Range 8% 15%
Ephemeral
Lasting
HIGH 35%
MID 10%
LOW 6% 3% 20%
0 20 40 60 80
TOTAL WITH LIGHT
Stand Alone
viernes 22 de abril de 2011

15. WAYS OF USE I T.V Setting
Unification of T.V + Furniture
Built-In Components
Functionality 4
Cable Managment 5
0 1 2 3 4 5
viernes 22 de abril de 2011

16. WAYS OF USE I T.V Setting
Unification of T.V + Furniture
Built-In Components
Beater cable management & handling .
viernes 22 de abril de 2011

17. WAYS OF USE I T.V Setting
On Surface Surface Mounted
Built-In Components
B2B: 52%
B2C:57%
Furniture Mounted
B2B: 37%
B2C:14%
Wall Mounted
• Reduces installation cost & effort.
• Allows easier & fast cable handling.
B2B: 17%
B2C:29%
viernes 22 de abril de 2011

18. WAYS OF USE I T.V Setting
Surface Mounted
B2B I Observation B2B: 52%
B2C:57%
60%
45%
Furniture Mounted
30%
B2B: 37%
B2C:14%
15%
0%
Lasting Ephemeral
Wall Mounted
Suvace Mounted
Furniture Mounte B2B: 17%
Wall Mounted B2C:29%
viernes 22 de abril de 2011

19. Usage Of The Product I T.V Setting
Unification of T.V + Furniture Surface Mounted
Media Connected
B2B: 52%
B2C:57%
Furniture Mounted
B2B: 37%
B2C:14%
More Used Media Players
T.V 98%
Wall Mounted
DVD 90%
Satelite T.V 64%
Computer 41% B2B: 17%
Apple T.V 17% B2C:29%
0% 20% 40% 60% 80% 100%
viernes 22 de abril de 2011

20. PURCHASE MOTIVATION I USER EXPECTATIONS
Expected Product Life Ephemeral
38%
3 To 5 Years
5< Yrars
23%
39%
1 To 3 Years 38%
B2B
B2C
Price Expected Lasting
€500-€1.500 36%
€100-€500 9%
€3.000 or more 3%
€1.500-€3.000
52% 62%
viernes 22 de abril de 2011

21. Usage Of The Product I MEDIA CONSUMPTION
Media Consumption Places of the House
Watch T.V 0,5 Leaving Room 1,8
Listen To Music 1 Room 2
Surf The Internet 2,5
Kitchen 1
Online Videos 0,3
Radio 0,2 Other 1
0 0,6 1,2 1,8 2,4 3 0 0,4 0,8 1,2 1,6 2
Points
Hours
Media Consumption
on T.V
9% 26%
4<
Movies 78%
Series 61% TOW 17% 4% NONE
News 65% 43%
Shows 13% T.V x House ONE
Sports 17%
Oheers 20%
0% 16% 32% 48% 64% 80%
viernes 22 de abril de 2011