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Understanding your consumer |
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All great marketing is founded on great insight from markets & consumers - getting this right provides the blueprint for the way to connect and communicate with consumers and product innovations.
Gold is experiencing an increasingly competitive market-place and the competitive set is also broadening. Therefore, understanding consumers attitudes, perceptions, behaviour and lifestyle with respect to gold jewellery and competing products and defining the core consumer is critical to maximising the potential for gold.
In response to this we conducted a comprehensive segmentation study that equated to 3.5 years of talking to the female consumer. This looked at:  Click the above image to enlarge it
Using the rich and detailed information that this research yielded, five distinct consumer segments were derived, all with unique characteristics and attitudes and motivations around gold. These segments were then evaluated in order to define the highest potential consumer segments for targeting. |
Consumer Research 
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