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Do-It-Yourself World
What comes to mind when you think of
Do-It-Yourself ?
DIYhas been around as long as humans
• a fundamental part of life
As basic as cooking and sticks
DIY goals:
• create
• repair
• maintain
As our world changes…as the materials and tools of our world change…as the availability of information dramatically increases:
DIY is undergoing huge changes
• Tools
• Information
• Need or desire
The Three Elements of DIY
Tools can become an obsession--an end in themselves
Desktop Computers
Digital Cameras
DIY = Tools
DIY = Tools COMPUTERS & SOFTWARE …the new tool shed
Computer
Printer
Monitor
CD/DVD Burner
Digital Camera
Scanner
Audio speakers
MP3 Player
DIY = Information
Various types of practical How-To-Do-It knowledge
DIY = Information
Sources of DIY info• Word of mouth ----------------
• Books, magazines, print
• TV, video, DVD
• Computers (CDs, DVDs)
• The WORLD WIDE WEB
INFORMATION may be the biggest piece of the DIY puzzle
Information Channels: Print
Information Channels: TV, video, DVD
Information Channels: CDs & DVDs
Information Channels: Internet
Find out everything or how to do anything on the Internet!
The internet itself has been a huge collaborative DIY project
Collaborative open systems
Linux, Napster
Tools = (computers x software) x internet
Information = (computers x software) x internet
Tools X Information = (Computers x software x internet)2 = DIY gone wild
DIY is undergoing a tools-and-information explosion
DIY gone wild … via the internet
Four examples• DIY surveys• DIY health care • DIY websites• eBay
DIY Surveys & Opinion Polls
Online.
Available to everyone
Do your own consumer research!
DIY Internet Health Care
Health website users are more likely to:
•Ask their doctors questions •Question their doctors about diagnoses and recommendations •Agree that the medical Internet often explains things better than their doctors
•Feel more like partners with their doctors regarding their health care•Have more faith & trust in their doctors
DIY websites
Weblogs
www.fotolog.net
Huge DIY system• Searching & buying stuff
• Selling your stuff
•Promoting it yourself
•Writing text
•Pictures
• eBay has spawned a cottage industry of “DIY on eBay” businesses
• Buy stuff for DIY projects
And then there is eBay
An object sells on eBay every 1.7 seconds. More than 70,000 Americans make their living by selling on eBay
The Extrinsic and Intrinsic Rewards of DIY
• survival• practical – money/prevention
• mastery & control/confidence• pride/reputation• amusement & pleasure• joy of self-expression • joy of problem-solving• joy of learning (& flow)
• adds personal meaning to the objects in our lives
• adds meaning to our lives
Need/Desire & Expertise
Human Experience and Motivation of DIY
• From need to desire
• From practical and functional to expressive and fun
• From learning to mastery
Hypothesis/Insight:
In general, as learning continues, expertise grows and the DIY activity moves from being motivated by practical considerations to being sustained by intrinsic and expressive rewards
Can we plot consumers and brands on this map?
DIY Priorities
We can’t do everything DIY Which DIY activities do we pursue
& which do we hand off?
Cost/benefit trade-offs & personal desires
Experts see a few trends at work here: Sales of artisanal cheeses have spiked, science-happy home gourmets continue to seek new challenges, and the ferment-it-yourself trend is going beyond standards like homemade beer and wine. From Keeping Up With the Cheese-Makers by Lisa Kalis, Wall Street Journal, Nov. 7, 2003
DIY trends
Artisanal Cheese Making At Home
DIY trends
Shed Chic
Backyard sheds traditionally house lawn mowers and garbage cans. But in the insane California real-estate market, where many families can’t afford to buy bigger homes, gussied up sheds are housing something else: people. Newsweek Sept 2003
DIY trends
DIY as Religion
Groups now organized inNew York San Francisco Los Angeles Seattle Montreal Toronto Stockholm
www.churchofcraft.org
DIY trends
Self-organizing shopping-alert groups
DIY recognizance
End comment
It’s a do-it-yourself world…
and you’ve got yourself a do-it-yourself life