According to the Public Relations Office of the University of Science and Culture, the International Hemam Festival, dedicated to artists with disabilities and veterans in visual arts, handicrafts, and music, commenced on November 1 and will continue until November 18 at the Academy of Arts. The festival also features workshops for artists with disabilities and an exhibition of artistic works.

In this context, the international workshop "Understanding the Art Market," guided by Ahmad Al-Saleh Al-Farsi, aimed to address establishing businesses, market awareness, and identifying solutions in commerce and sales. The workshop was held in the international hall of the university.

Al-Farsi stated that individuals involved in handicrafts face numerous challenges, not limited to a specific community. He added, "I visited the exhibition of your works as artists, and everything was amazing and inspiring." He emphasized that the emotions of artisans inspire handicrafts and that a suitable market for these goods must be found. If supply and demand are balanced and the process is managed correctly, artists will avoid problems.

Al-Farsi pointed out that those active in handicrafts are not necessarily good sellers, primarily due to a lack of market knowledge. "They do not understand the market, the laws of supply and demand, or customer needs, and lack sufficient information on market research," he noted.

He stressed the importance of understanding market research to produce goods that meet market needs, stating, "By estimating and assessing the attractiveness of a product, we can identify business opportunities in the market."

"You, as artists, producers, and craftsmen, must understand that not everyone can be our customer, so we should focus on the needs of our target customers. First, we need to know who our customers are. Customer recognition reduces risk and helps businesses quickly and efficiently identify and address customer concerns."

Al-Farsi mentioned that one significant factor impacting business is the economic conditions of society. "When the economic situation is unfavorable, our pricing must be logical. Test product prices in the market and understand how to price them."

He encouraged conducting surveys on products and gathering feedback, identifying market opportunities and the demand for products with specific features, and understanding the characteristics of the target customer group. He also emphasized the importance of researching competitors in the industry.

"Market research is vital for obtaining information about the target audience and customer preferences, analyzing competitors, and identifying the strengths and weaknesses of products. This knowledge will help you align your business goals with customer needs and satisfaction, leading to increased sales and profitability."

In conclusion, Al-Farsi advised, "Listen carefully, observe well, and choose the best options. Accept and incorporate feedback into your work. Diversify your products to cater to various tastes and pay special attention to product packaging. Two-thirds of people can be attracted to your goods through innovative and unique packaging, making the visual appeal of utmost importance."

Notably, the International Hemam Festival, held in 2019 and 2021, has begun and will continue until November 18, 2023. It is for honored veterans and artists with disabilities in visual arts and music.