Tersyön Feasibility Installation, research documents, two HD videos, Parkalynchs, poster, headphones, glass separations, office table, chairs, gray carpet, How Much Fascism? exhibition, BAK, basis voor actuele kunst, 2012, Utrecht (photo credit: Victor Nieuwenhuijs)
Tersyön Feasibility Research, 2011
This project tackles the process of feasibility research in an imaginary company called “Tersyön” (Reversedirection in English) I founded in 2007. Parkalynch is the debut product of the company. It is a garment designed to protect against lynch attacks and is resistant to stone, stick, baton and punch impacts.
This time I engaged with professional business strategists, market researchers, and advertising firms to research the possibility of starting the company as an actual entity. The floor was divided into three zones. In the middle, one could examine the market research results and watch and listen with earphones to two videos placed opposite each other. One video (Field) was a compilation of the first phase of the market research that consisted of “in-depth interviews” with the “core group”, namely activists from a variety of groups: Kurds, transsexuals, and woman’s rights activists, leftist students, etc. The other video (Meeting) shot in a “focus group room” was a business meeting where professionals commented on the data collected from the market research process.
TersYön Feasibility Research should be considered along the lines of work, such as We Will Win Survey (2010) and Art Facts (2012), where I used ethnographic research methods as they are derived by market or public opinion research and consultancy companies to serve corporations, institutions and companies.