Barrett, The Honors College Thesis/Creative Project Collection
Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.
Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.
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- Creators: Department of Marketing
From exploring coffee plantations with an old Irishman in the mountains of Colombia to watching the sun set over the Strait of Gibraltar from the terrace of an ancient Moroccan cafe, this thesis sent Charles and Zane on an elaborate cafe-crawl across ten countries, with stops at a few of the world’s most interesting coffee houses. Some of these cafes, such as the world-renowned Caffé Florian (opened in 1720) and Caffé Greco (1760), are built on long-standing traditions. Others are led by innovators championing high-quality boutique shops, challenging mass production chains such as Starbucks and Tim Hortons. These newer cafes fuel a movement classified as the “Third Wave”. With a foundation gained from specialized courses with Patrick O’Malley, North America’s leading voice in coffee, Zane and Charles conducted first-hand research into the unique coffee preferences of multiple cultures, the emergence and impact of the Third Wave in these countries, and what the future may hold for coffee lovers.
1. What does a consumer look for in the music they choose to listen to?
2. What do trends in songwriting show us?
3. How can artists make songs that stand out in an oversaturated market?
In examining songwriting trends, I utilize both secondary research and Python code for a dataset from Kaggle that contains over 5,000 records of Top 100 songs since 1965. To understand the consumer, I observe psychological, sociological, and psychographic behaviors that contribute to their music consumption patterns. To take time factors into consideration, I also consider the implications of our technology-heavy modern world.
Consumers seek male vocalists with noticeable effort exerted and seek to explore themes present in the Urban/Contemporary stage of their lives, which occurs around early adulthood and involves finding love and social acceptance. Consumers also seek familiarity within or immediately surrounding their music due to psychological factors pointed out by author Charles Duhigg. Popular structure has changed over time by becoming shortened due to a decrease in attention span, and lyrics have evolved to focus more on the self due to the increased presence of social media.
My results give songwriters a short, broad reference with which to understand consumers and create music that has a better chance at success and popularity. Though tailored to music, the results can be applied to all art forms, as the end consumer is very similar and the same societal shifts have shaped art for the past five decades. My goal is to inspire the artist that there is room for them in the ever-growing world of music that craves individuality as much as it does familiarity.
Additionally, I provided a self-made framework that analyzes several factors that make up the market which companies should research and be aware of. This framework breaks down into both external, how market, customer, and competitive factors lend themselves to a rebrand as well as internal, how the rebrand will address the market and how the brand image will be changed by the rebranding.