1. PRESENTING RESULTS OF RESEARCH
EMILY GIRVAN

2. Purpose of research project.
I used many research methods in order to find many photography workshops that may be D&AD competitors. Evaluating my research afterwards, led me to think of a workshop that could bring a lot of potential to D&AD. I wanted to find a workshop that isn't the same as other because there is plenty of them. To understand what workshop I would create, I considered what was on the market already, what is their audience , what are their needs, who are the new emerging photographers and what do D&AD already have to offer?

3. What is D&AD
Since 1962, D&AD has been inspiring a community of creative thinkers by celebrating and encouraging the finest in design and advertising.
The D&AD Professional Awards are recognised globally as the ideal creative honour, entered and attended by the best from around the globe.
As a non-profit advertising and design association, all D&AD's excess of income go directly into programmes such as New Blood which inspires the next generation of creative talent and stimulates the creative industry to work towards a fairer and more sustainable future.

4. Next photography award
If less than 50% of your income from the past three years was from your own photography, then you can enter the D&AD Next Photographer Award for a chance to win a $5,000 grant. It’s £25 per entry, there’s no age limit, and you can submit up to five images and any type of photography – whether fashion, advertising, art, portrait or editorial.

5. Research methods, techniques and procedures I used
The main research method I used was secondary research: This is data that had already been collected and produced. I used secondary research from the web however, you can gain secondary research from books, newspapers, films, dictionaries etc.
This is because the research that was needed, already exists and so its quicker and cheaper to gather the information before the deadline. I could rely on most information due to it coming from official websites ( I avoided forums or wiki sites). However, if I had used primary research, I would gain better control with the answers I wanted and focus on specific issues that related well to what I needed.

6. Research methods, techniques and procedures I used
A disadvantage I found suing secondary research, is that I wasn’t able to gain good control with answers I wanted and focused on specific issues that related well to what I needed. Primary research would have helped me gain better control.
As much as I liked secondary research because it seemed quicker to get the information, it still took time to find what was related to what I needed since the web is hugely popular, massive and an increasingly growing platform. Using secondary research, I managed to find out five existing workshops that may be competitors of D&AD. Here are my results:

7. Original art photography No evident cost
NAME OF PROVIDER
COST
AUDIENCE
TIMINGS
DURATION
CONTENT
OBJECTIVE
Original art photography
No evident cost
No type of age genre audience expected, just those who have an interest in photography
Date(s) - 25/03/2017 9:30 am - 11:30 am
2 hours
Portrait Photography
Creating a creative professional portfolio of portrait photography using a DSLR camera a and “high quality” local models
The photo academy London
£1890
Anyone interested entering the photography industry
Starts 9am till 6 pm
8 hours
Fashion photography
“Cover key issues like style, lighting, and techniques. Discussion will also include details on artistic direction, posing, storyboards, fashion designers and style, and the importance of a team, a theme, and the research necessary for a successful fashion shoot.”

8. Photoion Photography school £149
NAME OF PROVIDER
COST
AUDIENCE
TIMINGS
DURATION
CONTENT
OBJECTIVE
Photoion Photography school
£149
Limited to 8 people interest in black and white photography
Starts am till 4 pm (one day)
Dates are available in February
5h 30m
Black and White Photography
To learn about tones, post production, software and subjects and composition
Dawn2Dusk
£550
Limited to 10 people interested to landscape photography in Scotland’s top beautiful places
26th to 28th February 2017
3 day workshop
Landscape photography
Learn how to photograph sceneric places in landscape photography
London school of photography
£745
No specific age range. Max people: 8
Available for 6 days: Everyday except Wednesday 10:30-16:30
7 hours
Food and product photography
You will look at the principles of Food & Product Photography, identifying some of the challenges and how to resolve them. It offers an in-depth research and practice on how different foods, textures and products respond to different types of light

9. Evaluating my findings
I found out many things that I didn’t even know before. It was also surprising to see so many different workshops within photography, exist all over the world.
All of the workshops, even if they’re different or the same, vary in many areas. They all vary in the price, location, audience, durations, timings, format, number or attendees allowed and the objective of the workshop.
Evaluating, I did notice that the cost did vary depending on the type of audience they wanted. For example, if a photography workshop was for beginners, the price would be fairly low or even free if the session was very basic. However, if a photography workshop was based on audiences with experience (experts) and professionalism, the price would be high. This is probably due to it being so professional within the workshop they need professional equipment which needs help funding it because professional photography equipment can range although it is extremely expensive.
Referring back to my findings, I could identify the gaps in the market and what I mean by this is the type of workshops that didn’t really exist. This helped me come up with my new potential photography workshop that could possibly help D&AD.
When I was planning my own photography workshop, I considered multiple things such as:

10. PLANNING: What's already on the market
Today, there are so many photography workshops all over the world that cover analogue or digital. Also, because photography is so wide in the media, its covers many different genres: portrait, street, art, food, landscapes, advertising, and journalism- it goes on and on. When I was researching about workshops, I came across so many that had different objectives and costs and other different specifications. As I was researching, in my opinion, from the research I carried out, I noticed how portrait had never any spaces left. Portrait photography was shown to be very popular. This, of course could be due to many other things like, is the price reasonably cheap than other workshops? Or due to it being a very basic workshop and it being very specific, its audience varies whether it can be for beginners and professionals.

11. PLANNING: Where are there gaps in the market?
When I carried out my secondary research, looking for various photography workshops that may be D&AD competitors, I found that certain genres hardly have workshops. Even though architectural photography exists and may be popular in its industry, I found it hard to find many decent workshops that promote it. I managed to find a few but even those workshops weren’t up to a good standard to start gaining experience compared to the other ones I found in D &AD or photoion.co.uk. Therefore, I think architectural photography is the gap in the market so I would probably consider this genre due to it not being as recognisable when looking for different photography workshops.

12. PLANNING:Who is their audience and what are their needs?
I would suggest that their audience is anyone who is interested in the art of buildings and its interior. Its audience could be male or female and of a suitable age such as young adults- adults. We look at architectural everyday and we don’t really think but when we look at it in a picture, most of us seem to think it looks better. For example, when you’re looking for a house, sometimes you misjudge it from the picture for good or for bad reasons. Therefore, we need to see the photographer’s change the way in which building are perceived around the world and to make them look like more than what they actually are.

13. Who are the emerging photographers?
Emerging photographers are Alexandra Serrano, Anna Filipova, Corey Bartley Sanderson, Felicia Simpson, Michael Nigro, Melissa arras, Mireya Gratland, Solmaz daryani, Tam Hoi Ying and many more photographers are emerging to be the next professional photographer.

14. Outcome
I decided to come up with an architectural workshop for D&AD potential audience since there was a huge gap in that sector within the photography.
I chose this because when I tried to search for a workshop in that genre, not many results came up. However, in the results that did come up, most of them did turn out to be highly popular although there is not that many around (globally) so not many people can find one near by and join due to it also have a limited number of attendees.

15. DETAILS WORKSHOP COST AUDIENCE TIMINGS DURATION CONTENT OBJECTIVE
Architecture photography
£200
People with experience with photography and want professionalism (MAINLY AIMED AT ADULTS)
3 days a week  9-12pm
4hrs
FOR A YEAR
Learn about way to capture buildings in a different way to make them look more than what they are.
Gain a good understanding of different types of architecture and different shots to capture its beauty.

16. Evaluation on findings
I’ve decided to go with the cost of £200. I would of thought that would have been expensive (at first) but doing research, I found that most workshops were more than the price I’m offering. I think £200 is suitable for the audience I’m targeting because this workshop will be targeted for people (adults) with experiences that want to turn their talent to professionalism.
I decided that my workshop was targeted at adults because they more likely to have more experience with photography. Another reason is that the workshop I'm trying to promote is for people who want to gain professionalism. This requires specialised equipment that needs to be handled with care. Generally, adults are more careful and sensible so there's also a better chance that adults wont ruin or brake the equipment.

17. Evaluation on findings
Due to aiming for professionalism, the cost will help fund professional photography equipment to help make their portfolio work stand out. The good work produced in the first year round, will perhaps persuade others to join so the architecture workshop won’t be a waste of space and may have a high chance of being as popular as the other workshops available.
I decided that three days a week doing four hours of work (each day) for a year is enough time spent in the architecture workshop. I think this is a long enough time to gain tips and extra skills because they would already have experience and this will help their progress develop very fast.

18. Evaluation on findings
Having the workshop duration for a year provides enough help to those who attend and also gives the chance for people who weren’t able to get a space in the workshop, come next year. People who attended the workshop but still think they could improve more, can still attend the workshop again-the next following year however, another payment might be needed.
This would help increase the income I would get to get more and more equipment and anything else that is needed in order to make the workshop fantastic for everyone to peruse their professionalism. It would her help raise popularity with my workshop and hopefully be rated very high in terms of how well the workshop is.