The document outlines the development of the author's idea for a documentary about life in the market. Originally focusing just on Brixton market, feedback prompted the author to compare Brixton to the less diverse Balham market. Further adjustments were made through SWOT analysis and research, such as including more settings and capturing reactions to the diversity of market workers. The final idea is to showcase different cultures and people at the market to see how relationships between vendors and customers are built through quality products and service, in contrast to more standardized high street stores.

1. Marketlife: Mapping The Development
Of My Idea.
Mayowa Oluwaseyi

2. How Did My Idea Start?
- My idea started as I went market shopping and was reminded of how authentic
and culturally diverse the market is.
- I wanted to explore life in the market as it came to my attention that my personal
butcher is able to speak four various languages.
- This includes speaking my homeland language Yoruba deriving from Nigeria.
- This would not take place in a high street store as high street employees are
trained to obtain professional conduct at work and towards there customers.
- This is what led me to appreciate what makes the farmers market unique and
distinctive compared to the high street.
- Documenting this topic would allow my audience to know the unique selling
points that distinguish a farmers market from any other retailer.

3. What Adjustments Did You Decided To Make As You Went Along ?
What was the problem before?
- My original idea was to focus on Brixton market. The problem with this idea is that
it is very broad and basic. Focusing on one market would bring limitations as to
what I am able to explore and my audience on being familiar with one setting. My
audience would not be as engaged with the idea of just Brixton market being
explored as they may find it difficult to decipher what my concluding point may be.
What did you decide to do after ?
- Due to feedback from my peers and teachers I decided to make this documentary
a comparison documentary between Balham market and Brixton market. This is
because Balham market is not as diverse in culture and is a market for the elite.
Comparing the two will allow my audience to see that markets differ from each
other. My audience is widen due to Balham being a less diverse market.
What am I now focusing on within this idea ?
- I am now focusing on comparing Brixton market to Balham market and how they
differ from each other. The focal point of this documentary is to ensure I explore
how different market operations are and why it is so unique.

4. How has you idea changed
through your teachers
feedback ?
How has your idea changed through your SWOT analysis ? How has your idea changed due to research ?
My idea has changed
through feedback
from my teacher as
my initial idea was to
document Brixton
market. It was
suggested that in
order to document
how culturally
diverse Brixton
market was , I should
compare it to a less
multicultural, elite
and expensive
market such as
Balham market.
-My idea has changed thorough my SWOT
analysis as I received feedback that allowed
me to change aspects of my idea. I was able
to see the strengths, weaknesses,
opportunities and threats. a weakness
feedback I received was “Visuals may be
basic if there are only up to three settings”.
Due to this I am in the process of expanding
my settings other than just Balham and
Brixton market as I do not want my
documentary to be deemed as boring or
repetitive. An opportunity feedback I
received “Talking to people who don’t know
that the market worker Razar speaks four
languages. Capturing there reactions of
this.” This has helped change my idea
because I am prompting an amazed reaction
from the audience, allowing them to know
how multiculturalism within the market has
impacted the workers.
My idea has changed due to
research because from researching I
found that documentaries on
market focused on how they
operate and comparisons to
supermarkets so I have changed my
documentary to focus more on the
impact the communal area has on
the style of the market and whether
there is an aspect of
Multiculturalism.

5. Development
In order for me to develop my idea I have to ensure I have listened to
all the feedback and use it in the process of documenting my market
life documentary. This would mean ensuring that it appeals to my
target audience with the use of a variety of settings, characters of
various ethnicities, a clear illustration between the comparison of
markets and concluding with why farmers market are unique and
differs various forms of grocery and merchandise retailers.

6. Final Idea:
• My final idea is life in the market. I have decided to choose this as my final idea because market
life is an aspect that is rarely explored within the media. Showcasing different cultures, different
people and various market stalls is a way for various audience members to identify themselves
with what and who they see when they watch my documentary.
• My documentary is the perfect way to see how customer relationships are built over the quality
and consistency of a product. My personal butcher named Razar influenced my choice. My
personal butcher as well as his other workers has developed a strong relationship with his
customers through his nice personality and his loyalty.
• The butchers has become a place of ethical acceptance. Many people from many ethical
backgrounds buy poultry and some are not familiar with the language of English as fluent as
others.
• Seeing Razar learn how to speak other languages to communicate with his customers better in
order to provide good customer service shows that being in the market compared to being in the
high street embraces culture and authenticity as opposed to the high street where bartering is
not prohibited and being professional is standard. Because the relationship is more personal the
shopping experience in a market is more flexible as prices can be adjusted depending on an
individuals circumstances. This is not allowed in a high street.

7. Final Idea:
• My final idea is life in the market. I have decided to choose this as my final idea because market
life is an aspect that is rarely explored within the media. Showcasing different cultures, different
people and various market stalls is a way for various audience members to identify themselves
with what and who they see when they watch my documentary.
• My documentary is the perfect way to see how customer relationships are built over the quality
and consistency of a product. My personal butcher named Razar influenced my choice. My
personal butcher as well as his other workers has developed a strong relationship with his
customers through his nice personality and his loyalty.
• The butchers has become a place of ethical acceptance. Many people from many ethical
backgrounds buy poultry and some are not familiar with the language of English as fluent as
others.
• Seeing Razar learn how to speak other languages to communicate with his customers better in
order to provide good customer service shows that being in the market compared to being in the
high street embraces culture and authenticity as opposed to the high street where bartering is
not prohibited and being professional is standard. Because the relationship is more personal the
shopping experience in a market is more flexible as prices can be adjusted depending on an
individuals circumstances. This is not allowed in a high street.