Challenging Consumer Norms: The Public Research Systems Experiment in Depersonalising Products

July 4, 2008

In 2008, the "Public Research Systems" art installation embarked on an ambitious journey to explore and challenge consumer behaviors. This provocative brand identity experiment aimed to question the deeply ingrained perceptions of product personalization in the consumer market.

Concept and Inspiration
The central theme of the installation was to investigate whether consumer choices could be influenced or altered by depersonalizing products. The idea stemmed from the observation of increasing personalization in consumer goods and services and how this trend impacted buying decisions. The goal was to provoke thought about the nature of our attachments to branded products.

The Art Installation Design
The installation was designed to present products in their most basic, unbranded forms, stripping away the usual marketing and packaging frills. It featured everyday items placed in a neutral, unembellished setting, challenging the viewers to interact with these items devoid of any brand identity. This minimalistic approach was intended to create a stark contrast to the typical consumer experience.

The Experiment in Consumer Behaviour
Visitors to the installation were invited to use or interact with the products, and their reactions and choices were observed. The lack of branding on these items provided a unique opportunity to see if and how depersonalization affected consumer behavior. The experiment sought to answer questions such as: Do we choose products based on brand familiarity, or are our choices influenced more by the product's inherent value or utility?

Observations and Insights
The results of the experiment were eye-opening. Many visitors exhibited hesitation and confusion when faced with unbranded products, highlighting how deeply ingrained brand recognition is in our purchasing decisions. Some visitors, however, embraced the concept, indicating a potential shift in consumer behavior when presented with depersonalized choices.

Reflections on Consumer Culture
This installation served as a mirror to our consumer culture, prompting introspection about our relationship with brands and the power of marketing. It raised critical questions about consumer identity and the extent to which it is shaped by external branding forces.

Conclusion
The "Public Research Systems" art installation was not just an experiment; it was a statement on the pervasive influence of branding in our daily lives. By depersonalizing products, it offered a unique perspective on consumer behavior, challenging us to reconsider our choices and the role of brand identity in them. This provocative exploration in 2008 remains relevant today, as it continues to inspire dialogue about the dynamics of consumerism and the potential for a more conscious and reflective approach to consumption.