The Tom Ford brand approached us to find out how people who use their luxury perfume view their perfume in comparison with other boutique fragrances.
Vocal Views pre-screened a segmentation of social class A/B women who emotionally and physically associated with niche fragrances. Fragrance users provided feedback through multiple channels. The first phase involved a video introduction expressing their favourite Tom Ford fragrances. The second phase involved an in-home ethnography (meeting in-home to discover more about how demographic, geographic and alternative variables play a vital role in a consumer’s purchasing habits. The third phase involved a discussion group observation prior to visiting a boutique of each consumer’s favourite fragrance environment. As you can imagine some interesting opinions were collected providing key information to Tom Ford direct from fans of boutique fragrances.