A major online maker inspiration site came to Hunter wanting to know what drives people to create — and also what they could tell their advertisers about what makers want.
Makers gonna make, so each method was hand-crafted for this study to encourage DIYers to communicate through their creativity:
Audition videos and personalized name “tags” helped them express their personalities
Interactive groups begun with co-creation activities to get them in the zone and feeling their creative flow
Ethnographic interviews at their homes and workshops gave a window into where they feel most themselves, and what inspires them
It became clear that DIY is about the pursuit of the ideal, both in the final object and in oneself, and social media focused on creativity plays an essential role throughout the process. The good news for brands was that makers welcome interacting with brands on inspiration platforms, but for the greatest impact, brands must treat makers with respect and communicate with them as co-creators, not simply consumers.