perfumescasestudysmall

Introduction

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.

Client

Tom Ford

Market

United Kingdom

Methodology

Enthno

Sample Size

20

Sector

B2C

Incentive

£100

 
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