Winchester School of Art
Assessment Brief – Academic Year 2020/21
Module Code ARTD1109 Assessment Type Illustrated Report
Module Title Consumer Intelligence Weighting 100%
Module Leader Jennifer Anyan Module Leader Email J.J.Anyan @soton.ac.uk
Launch Date 31.01.22 Word Count 2500 words
Submission Date by
11.59pm (UK Time)
05.05.22 Feedback to
Students Date
4 weeks from
submission
Method of Submission TURNITIN VIA
Blackboard PDF
Assessment Brief Details:
AIM OF MODULE
The study of consumer behaviour covers a lot of ground: It is the study of the processes
involved when individuals or groups select, purchase, use or dispose of products, services,
ideas or experiences to satisfy needs and desires (Michael Solomon, 2015)
Understanding consumers is at the core of creative marketing and management strategy.
The Consumer Intelligence module will introduce you to the theoretical frameworks,
research methods, professional tools and key concepts that will enable you to develop your
knowledge of how understanding the consumer is central to fashion management and
marketing strategy. Through a combination of lectures, seminars, tutorials and online
resources you will be taught to critically analyse and then apply information from a range of
sources. You will be introduced to primary and secondary research sources and methods
that will help you to understand consumer groups, external factors, trend cycles and
patterns of consumption. You will use a range of consumer profiling resources available
through the University blackboard and library including: Acorn, VALS, Mintel, Euromonitor
and LS:N Global. You will be required to contextualise consumer groups, behaviours and
patterns of consumption within a broader social, cultural, economic and geographical
analysis.
THE BRIEF
(2500 Illustrated Report + Image Reference List + Bibliography using Harvard Referencing)
The assignment is made up of 2 parts that form 100% of the brief. To begin, after initial
research choose one of the following Generations* from a culture of your choice (you must
be able to access resources for your chosen culture from the recommend sources).
Teens (born from - 2002 - aged 18 /19 college students
Gen Z (born from -1995) - aged around 26
Gen Y (born from 1976-1995) oldest aged 45
Gen X (born from 1965-1980)
Baby Boomers - Woodstock Generation (born from 1946 - 1965)
* you will find different dates for these generations from different authors so for the benefit of this project use
these dates as a guide and then define the precise date range you are referring to in your assignment.
PART A Demographic Analysis 1000 WORDS
What defines your chosen generation?
What events and experiences in their lives have shaped their view points in current society
and how might they compare to other generations. Look at social and cultural factors, as
well as economy.
Define and analyse the current demographic characteristics of this generation, using a
variety of primary and secondary sources. Discuss income, spending, life stage and
geography. Use ONS Data, Acorn Reports (if UK based), Mintel and Euromonitor, as well as
further reports to support your analysis considering trends and shifts in current data. Using a
combination of visual images, graphs/data and written text in order to critically analyse this
information.
PART B Psychographic Analysis 1000 WORDS
Apply psychographic consumer theories and methods to your chosen demographic group
and use this to expand upon your understanding of this consumer. Use empathy mapping
and visuals to provide a detailed depiction of an individual at the centre of this consumer
group. With a clear understanding of the demographics and psychographics analyse
patterns in consumption behaviour, on and offline, using examples to illustrate.
CONCLUDE 500 WORDS
Conclude with a summary on the advantages and disadvantages of consumer segmentation
analysis using the core reading to assess the effectiveness of the different ways currently
used in fashion as well as identifying any new approaches.

Books:
Mandatory
Solomon, M (2018) Advanced Consumer Behaviour Linked In Course (available via link below and through the library webpage)
https://www.linkedin.com/learning/advanced-consumer-behavior/welcome?u=35146660
Additional Reading
Solomon M, Rabolt N (2009) Consumer Behaviour: in Fashion ,2nd ed. New Jersey: Prentice Hall. *Key chapters that are mandatory will be digitised and available via blackboard.
Solomon, M. (2015) Consumer Behaviour: Buying, Having, Being. ,11th ed. Harlow: Pearson.
Additional Reading
Yurchisin. J., and Johnson, K. (2010) Fashion and the consumer . Oxford: Berg
Additional Reading
Kim. E., Fiore, A. and Kim, H. (2013) Fashion Trends Analysing and Forecasting . London: Bloomsbury.
Mandatory
Jackson, T., & Shaw, D (2009) Mastering Fashion Marketing . Basingstoke: Palgrave
Mandatory
Rath, P.M, Bay S, Petrizzi R & Gill P (2008) The Why of the Buy ,2nd ed. New York: Fairchild Books
Reports:
Mandatory
The State of Fashion, 2021 (2021) BoF & McKinsey & Company
Available on the module page on blackboard
Journals:
Journal of Fashion Marketing and Management: An International Journal.
The following internet resources may be useful:
Academic Skills http://www.learnwithus.southampton.ac.uk/academicSkills/.
Adobe (Tutorials) http://tv.adobe.com/.
Blackboard www.blackboard.soton.ac.uk.
Isnglobal https://www.lsnglobal.com.
Library http://www.soton.ac.uk/library/infoskills/index.html.
Linda (software Tutorials) https://www.lynda.com/.
trendland www.trendland.com.
Viewpoint Magazine http://www.viewpoint-magazine.com/past-issues/.
You may also need:
Euromonitor http://Euromonitor.com
Mintel, http://Mintel.com
Study Skills https://www.southampton.ac.uk/uni-life/learning-teaching.page
WARC http://WARC.Com

Late Penalties: Any part of your assessment submitted after the deadline will be subject to the
standard University late penalties (see below), unless an extension has been granted, in writing in
advance of the deadline.
University Working Days
Late: Mark:
1 (final agreed mark) * 0.9
2 (final agreed mark) * 0.8
3 (final agreed mark) * 0.7
4 (final agreed mark) * 0.6
5 (final agreed mark) * 0.5
More than 5 0
Attendance: All full-time students are required to attend University for the duration of their
programme each year, and to attend for such additional periods of study as may be required by the
regulations of the programme of study that you are enrolled. The University Attendance Regulations
are available from the University Calendar: http://go.soton.ac.uk/9xp
It is anticipated that students will only miss teaching sessions due to circumstances beyond their
control such as illness, medical appointments, or other problems which must be dealt with immediately.
Out of courtesy you should email the Module Leader for sessions you miss (preferably beforehand) to
explain the reasons for absence (and you should copy to your Personal Academic Tutor any such
correspondence).
A register of attendance may be taken in certain teaching sessions, and if your lack of attendance is
cause for concern, we will contact you and ask you to contact your Personal Academic Tutor.
Unreported and sustained absence may seriously affect your learning capability and may result in you
being withdrawn from your programme.
Special Considerations: If you believe that illness or other circumstances have adversely affected
your academic performance, information regarding the regulations governing Special Considerations
can be accessed via the Calendar: http://go.soton.ac.uk/9xo
Extension Requests: Extension requests along with supporting evidence should be submitted to the
Student Office as soon as possible before the submission date. Information regarding the regulations
governing extension requests can be accessed via the Calendar: http://go.soton.ac.uk/9xo
Academic Integrity Policy: Please note that you can access Academic Integrity Guidance for
Students via the Quality Handbook: http://go.soton.ac.uk/bxo
Please note any suspected cases of Academic Integrity will be notified to the Academic Integrity Officer
for investigation.
References: You should use the Harvard style to reference your assignment. The library provide
guidance on how to reference in the Harvard style and this is available from:
http://library.soton.ac.uk/sash/referencing