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Vägen till Pitchen: En kvalitativ studie om hur den grafiska formgivaren upplever pitchen
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science.
Mid Sweden University, Faculty of Science, Technology and Media, Department of Media and Communication Science.
2014 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

Denna studie har syftat till att undersöka hur ett antal grafiska formgivare upplever pitchen

ur ett yrkesrollsperspektiv; något som inom forskningen är ett relativt åsidosatt område.

Studien baseras på tio respondentintervjuer samt en informantintervju. Samtliga

respondenter arbetar på byråer med en tydlig inriktning på grafisk form i Stockholm.

Ansatsen i studien är kvalitativ med fallstudiekaraktär och datainsamling och analys skedde

med inspiration från Grounded Theory och abduktion. Efter empirisk insamling tog

studien avstamp i tre teoretiska utgångspunkter; yrkesrollen, designprocessen och

kundrelationen.

Undersökningen visar att pitchen är ett komplext och svårdefinierat

fenomen som framkallar många åsikter bland de grafiska formgivarna.

en övergripande kartläggning av fenomenet bland annat på en komplex process –

Studien visar efter

pitchprocessen – som delas upp i fyra steg: briefen, problemformulering, idé- och

konceptutveckling samt presentation. Studien indikerar på en rad upplevda problem som

rör de olika momenten såväl som problem i relationen mellan byrån och den potentiella

kunden. Sett till tidigare forskning kring kund- och byrårelationer skapar inte pitchen

förutsättningar för kreativa och framgångsrika designlösningar eller för att utveckla

långsiktiga kundrelationer. 

Abstract [en]

The aim of this study was to investigate how a number of graphic designers experience the

pitch from the perspective of the professional role as a graphic designer; something that’s

been rather neglected within the scientific field. The study is based on ten respondent

interviews and one informant interview. All respondents are full-time employees at

agencies in Stockholm with a distinct direction towards graphic design. The study has a

qualitative approach with a case-study character. The data was collected and analysed with

inspiration from Grounded Theory and an abductive method. From the empiric data

collection three theoretic areas emerged: the professional role, the design process and the

client-agency relationship.

The results show, among other things, that the pitch is a

complex phenomenon and rather hard to define. However, it was possible to identify a

pitch process, which could be divided into four major steps: the brief, problem

formulation, idea and concept development and the presentation. The study indicates a

number of experienced problems concerning the different steps in the process as well as

problems in the client-agency relationship. According to earlier research in the relationship

subject, the pitch doesn’t make up the conditions for graphic designers to develop ideal

design and long-lasting relationships. 

Place, publisher, year, edition, pages
2014. , 62 p.
National Category
Design
Identifiers
URN: urn:nbn:se:miun:diva-21202OAI: oai:DiVA.org:miun-21202DiVA: diva2:692706
Subject / course
Graphic Design DE1
Educational program
Graphic Design and Communication TGDKG 180 higher education credits
Supervisors
Examiners
Available from: 2014-06-04 Created: 2014-01-31 Last updated: 2014-06-04Bibliographically approved

Open Access in DiVA

fulltext(7223 kB)434 downloads
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CiteExportLink to record
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Citation style
  • apa
  • harvard1
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