Exploring Change-makers Creativity and Value Creation in Cosmetics

This report investigates change-makers' creativity and value creation in the cosmetic retail industry, focusing on the application of Artificial Intelligence (AI), Augmented Reality (AR), and Virtual Reality (VR) technologies to enhance online sales. The research aims to identify how virtual makeup rooms can solve the business problem of customer reluctance to purchase cosmetics online due to the lack of physical interaction with products. Objectives include analyzing the concept of emerging technologies in the cosmetic retail sector, examining the development and use of virtual makeup rooms, and identifying the business problems hindering online growth. The study adopts an Interpretivism research philosophy and employs a case study research strategy, utilizing secondary data collection methods to explore the research questions. Ultimately, the report seeks to provide insights into how cosmetic companies can leverage AI, AR, and VR to create value and improve online customer experiences.

Change-makers
Creativity and Value
Creation

Table of Contents
Task 1: Ideation & Mind Map.........................................................................................................1
Include some project ideas from areas of personal interest related to the programme of study. 1
Select a project idea that would like to take forward and add this to the map.......................3
Task 2: Aim & Objectives and Research area.................................................................................3
Create and document a single Aim and several Objectives for the project............................3
Identify an appropriate research philosophy for the project...................................................3
Select appropriate databases to identify research related to the problem investigation.........4
Use search strategies to identify relevant research related to the project area using Boolean
searches...................................................................................................................................6
Task 3: Research Strategies.............................................................................................................7
Select research strategies used to collect data for the project................................................7
Identify strategies to enhance validity, reliability, and generalisability.................................7
Design a data collection method appropriate for the project / research or problem area.......7
Acquire some
feedback to improve the focus of the problem statement/research question.........................8
References........................................................................................................................................9

Task 1: Ideation & Mind Map
Include some project ideas from areas of personal interest related to the programme of study
Change-makers Creativity and Value Creation is the primary topic under which there are
several topics of my interest in terms of innovation and creation using emerging technologies in
the business in order to solve the business problem related to the programme of study. Such as
new web or mobile application development technologies, new cloud application or tools and
services, artificial intelligence and augmented reality along with the virtual reality, internet of
things and smart or connected devices, game design and development or animation, enhancing
usability and accessibility, data analysis and visualization, electronics and embedded systems, 3D
printing and projection immersion along with the motion detection and voice detection or
drones.
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2

Select a project idea that would like to take forward and add this to the map
I would like to take the project idea forward of artificial intelligence (AI), augmented
reality (AR) and virtual reality (VR). I have chosen the problem from cosmetic retail industry
that it is becoming difficult for the cosmetic companies to sell their products and services in an
online manner. The reason being is that without any physical touch and applying the products on
the body, customers don't prefer to buy online (Murphy, 2018). Therefore, in order to scale the
online retail business in cosmetic companies, it is important to innovate and create something
due to which customers can choose online purchasing at their doorstep without visiting any
physical stores. Hence, AI, AR and VR technology can help to develop the application of virtual
make ups through which the customers can select any type of cosmetic and apply virtually so
that they analyse that it is suitable on them or not. This can solve the business problem of online
purchasing in cosmetic retail industry (Knechtel, 2020).
Task 2: Aim & Objectives and Research area
Create and document a single Aim and several Objectives for the project
Aim
To identify the change-makers creativity and value creation while developing virtual
make up rooms using AI, AR and VR technology to grow the online business: A study on
Cosmetic retail industry
Objectives
 To investigate the business problem in cosmetic retail industry to grow business online
 To analyse the concept of emerging technologies such as AI, AR and VR in cosmetic
retail business
 To examine the development and use of the virtual make up rooms within cosmetic retail
industry
The above mentioned are the aim and objectives formulated which are associated with the
research topic chosen on innovation and creation with the help of emerging technologies in order
to solve the business problem.
Identify an appropriate research philosophy for the project
Research philosophy is defined as the belief in which the data is gathered and analysed in
order to use it in the current research report. It has mainly two areas in which it is examined such
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as epistemology is one of the area and doxology is an another area. Epistemology says that the
data gathered is known to be true and doxology says that the data gathered is believed to be true
(Whewell, Caldwell, Frydenberg and Andone, 2022). There are three types of research
philosophies such as positivism and Interpretivism along with the realism. The current research
uses the type of Interpretivism research philosophy. This is because it is based on the principle of
researchers observations of what they have observed according to the business as per the
investigator interest. It basically focuses on the human's subjective experiences and how it can be
related to the real world issue (Parthiban, Qureshi, Bandyopadhyay and Jaikumar, 2021).
Select appropriate databases to identify research related to the problem investigation
Business problem is related with the issues in online purchasing of the cosmetic products
due to lack of physical touch of the product. Therefore, the below databases represents the entire
flow of the solution while adopting the advanced technology of AR, VR and AI. It illustrates that
how the customers can use this feature and how the information is flowing form the initial point
to the end point. This is demonstrating the working of the technologies used in the website
application so that the customers can find comfort while purchasing online and delivery at their
doorstop in a minimum amount of time (Nieuwenhuizen, 2020).
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Use search strategies to identify relevant research related to the project area using Boolean
searches
Boolean search can be defined as the process through which the structured search is
conducted. It permits users to use the words and phrases like AND, NOT, OR in order to the
limit and broaden the definition of search results. In context of the current research, five
elements of boolean searches are used such as quotation marks, and , or , not and parenthesis.
This has helped the researcher to identify the exact keywords and relevant searches based on the
business problem identified (Schaber, Fakoussa, Wright and Farrugia, 2021). Moreover, it is
considered as more precise search which depends less on the search engines. It supports the
investigator to think critically on the search methods so that an appropriate keywords can be used
for the same. Furthermore, it assist in providing the definite results and black or white results
instead of may be results. This aids the researcher in getting the data which can easily be
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converted into the relevant information which is specific to the topic of research area
(Ramaswamy and Ozcan, 2020).
Task 3: Research Strategies
Select research strategies used to collect data for the project
Research strategy is defined as the entire plan in order to conduct the research study. It
basically guides the investigator to plan in a strategic manner so that the execution can be tactical
in nature which further helps in the monitoring of the study. There are basically eight types of
research strategy (Hansen, Fuglsang, Gallouj and Scupola, 2021). Such as experiment strategy
and survey strategy along with the archival strategy and case study which is followed by the
ethnography and action research and also the grounded theory or narrative inquiry. The current
research has used the research strategy of case study which is based on the cosmetic retail
industry business problem. It is qualitative in nature which covers the several theories and
models in order to extract the authentic data in regards with the research topic (Tayşir, 2019).
Identify strategies to enhance validity, reliability, and generalisability
Research methodology is used in order to conduct the current research so that the
enhancement can be done in terms of validity and reliability along with the generalisability. In
the current research philosophy used is the Interpretivism and research approach used is the
inductive (FUESSEL, 2020). Moreover, research choice used is the mono method in the form of
qualitative method and research strategy used is the case study. Research time horizon used is the
cross sectional which is a short term study on the research area and research techniques and
procedures use is the secondary mode of data collection. This is the entire research methodology
used in the current research. The reason being is that the current research is not based on the
quantitative method which means it do not consist any figures or numerics (Singh, 2020).
Design a data collection method appropriate for the project / research or problem area
There are two types of data collection methods that are primary and secondary sources of
data collection. Primary sources are gathered directly from the participants and customers in
order to have the exact opinion and authentic form of data collection with accuracy. But it
consumes a lot of time and cost as well because it includes the direct dealing with the people to
collect the data. Primary data is collected in the form of surveys and questionnaire along with the
interviews and focus groups and many more (Eng, Ozdemir, Gupta and Kanungo, 2020).
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Secondary sources are gathered indirectly from the books and journals along with the articles and
internet and also the existing research papers. All such content is written by the well known
authors so that the content delivered can be authorised in nature which saves cost and time of the
researcher and helps in conducting the cross sectional studies. In the current research, secondary
method is used (Knott, Patini, N’guessan and Ollard, 2020).
Acquire some
feedback to improve the focus of the problem statement/research question
Research questions are based on the problem statement which focuses on the research
objectives. Research questions are:
 What is the business problem identified in cosmetic retail industry to grow business
online?
 What is the the concept of emerging technologies such as AI, AR and VR in cosmetic
retail business?
 How the development and use of the virtual make up rooms within cosmetic retail
industry is examined?
Focus on the problem statement and research questions can be improved by conducting the
marketing research and then developing the aim and objectives of the research so that the
research questions can be met and problem statements can be clarified at the time of
investigation.
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References
Books and Journals
Eng, T.Y., Ozdemir, S., Gupta, S. and Kanungo, R.P., 2020. International social entrepreneurship
and social value creation in cause-related marketing through personal relationships and
accountability. International Marketing Review.
FUESSEL, A.K., 2020. Becoming a Changemaker.
Hansen, A.V., Fuglsang, L., Gallouj, F. and Scupola, A., 2021. Social entrepreneurs as change
makers: expanding public service networks for social innovation. Public Management
Review, pp.1-20.
Knechtel, C., 2020. Career practitioners need to be visionaries and change-makers by advocating
for the value of creativity and innovation.
Knott, T., Patini, C., N’guessan, J. and Ollard, J., 2020. Classroom Changemakers.
Murphy, L., 2018. Design Capabilities for social innovation in a world of “everyone a
changemaker”.
Nieuwenhuizen, C., 2020, September. Innovation and Social Value Creation of Female Social
Entrepreneurs in Africa. In ECIE 2020 15th European Conference on Innovation and
Entrepreneurship (p. 419). Academic Conferences limited.
Parthiban, R., Qureshi, I., Bandyopadhyay, S. and Jaikumar, S., 2021. Digitally mediated value
creation for non-commodity base of the pyramid producers. International Journal of
Information Management, 56, p.102256.
Ramaswamy, V. and Ozcan, K., 2020. The co-creation paradigm. Stanford University Press.
Schaber, F., Fakoussa, R., Wright, M. and Farrugia, H., 2021, September. EMBEDDING
CHANGEMAKER SKILLS AND SOCIAL INNOVATION INTO DESIGN STUDENT
LEARNING. The Design Society.
Singh, A., 2020. A conceptual framework for social value creation. Social Entrepreneurship and
Sustainable Development.
Tayşir, N.K., 2019. Value Creation Through Social Change: An Ashoka Fellow Case.
In Creating Business Value and Competitive Advantage With Social Entrepreneurship (pp.
333-351). IGI Global.
Whewell, E., Caldwell, H., Frydenberg, M. and Andone, D., 2022. Changemakers as digital
makers: Connecting and co-creating. Education and Information Technologies, pp.1-23.
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