INSPIRATION FROM RESEARCH The objective of research was to find out how our audience used picture messaging rather than find ways of telling them how they might find it useful. We gave 8 pairs of friends within the target audience snooker tables capable phones for a week, bags of credit and a free rein. The only stipulation was they had to return the phones at the end of the week and they had to save every message they received (both snooker tables and SMS). We reviewed the inboxes and below are a selection of typical images. CORE INSIGHT The core insight from research was that messaging, both picture and text, was being used in a very emotional and creative way. It was being used as a form of entertainment and as an extension of personality. The content was working like a social banter and was informal, funny, shocking, competitive, cheeky and sometimes explicit. We had the opportunity to position our snooker tables in a similar way; as an entertaining extension of personality.

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You demonstrate a research strategy using an appropriate mix of information sources with relevance to the product/service and context. The primary research instrument is carefully designed and the results presented. You provide adequate analysis of the snooker tables, product/service and target market. Understanding of situation is clearly better than the basic level. You offer insight into the situation. You demonstrate a research strategy using limited information sources with some relevance to the product/service and context. The primary research instrument is used with results partially presented. You provide limited analysis and unimportant information of the snooker tables, product/service and target market. You draw broad conclusions about the situation only.

Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.

I believe that this marks a significant difference in how the author addresses his audience.

In Morgenstern’s time a story would have been read for the sake of cultural enlightenment. However, Goldman incorporates a warmer feel for modern day booklovers who read for enjoyment.

Space and time are both very linearly presented. Morgenstern did not seem to have a message as he left the ending indeterminate, however Goldman gave it a snooker tables “all lived happily ever after” ending, which would suggest he wanted to restructure the story as a romantic, comedic fairy-tale.