THE BACKGROUND
Client snapshot: A leading global luxury fashion brand and their international research partner.
Luxury brands rely on a deep understanding of their most loyal customers. We led the recruitment and fieldwork for an international qualitative research project. The focus was on a leading luxury fashion brand with a global presence. We targeted recent customers in both the UK and the US to explore brand perceptions.
THE BRIEF
The research aim was to explore the motivations and expectations of high-end shoppers. Furthermore, the client needed specific feedback on proposed design concepts.
We were tasked with recruiting 36 luxury fashion customers in total. This included 18 individuals in the UK and 18 in the US.
THE APPROACH
We used targeted list recruitment of verified recent purchasers. This ensured every participant had genuine, recent experience with the brand.
Selective luxury customers are often time-poor and highly discerning. Consequently, we adopted a premium tone of engagement. This reflected the brand’s own high standards and ensured a high-quality response.
FIELDWORK DELIVERABLES
Fieldwork involved in-person sessions running in London and New York. Finding a suitable venue in New York was a key requirement.
The venue needed to meet specific aesthetic requirements while remaining within a tight budget. We successfully secured a space that aligned with the brand’s luxury identity.
END TO END MANAGEMENT
Managing international fieldwork requires constant communication and oversight. We provided regular updates and direct management across both time zones.
During the project, a record-breaking storm hit New York. While this impacted the sessions, we worked collaboratively with the client to find a workaround. We provided additional insights with minimal cost implications despite the weather.
SUCCESSFUL OUTCOMES
We achieved a total turnaround of 14 days from the initial briefing to data delivery. This speed allowed the client to move forward quickly with their design directions.
The consistent participant profiles enabled a robust cross-market comparison. Therefore, the brand could see exactly how attitudes differed between London and New York.
BEAM IN ACTION
Our ability to pivot during a crisis was the true differentiator. When the storm hit, we did not just report the problem.
Instead, we proactively suggested solutions to keep the project on track. This close working style helped to maintain both the quality of the data and the speed of delivery.
THE RESULT
The project delivered detailed feedback on the brand experience. Participants provided clear insights into the proposed design concepts.
The client received high-quality data from a verified, niche audience. This allowed them to make informed decisions about their future international strategy.
THE LEARNING
We learned that a “premium tone” is essential when recruiting for luxury markets. It builds trust with participants who might otherwise be reluctant to engage.
Additionally, this project highlighted the value of flexibility. By working as a true partner to our client, we turned a weather-related setback into a successful outcome.
Do you need high-quality international recruitment on a tight timeline? Contact the BEAM team today to discuss your next luxury research project.
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