Luxury Goods Market Research

Luxury brands designed to appeal to the most discerning consumers need to be researched just like any others. Saros Research can help you reach the right research participants to provide this vital insight. Researching luxury brands isn’t the same as researching FMCG. But there are ways to reach out to potential participants, and Saros can help.

By working closely to design the right recruitment process, we can successfully recruit people who are willing and interested to provide feedback on the brands and services they use, whether they are upper-end high street or bespoke tailoring. Everyone has some interest in making the world around them better, and people who spend serious money – on travel, gifts, fashion, transport or gadgets – are demanding and discerning consumers with high expectations of excellence.

Curiosity and brand relationship really matter for higher end consumers – if you have a passion for a particular fashion designer, the possibility of seeing and even affecting the development of next year’s collection can be a powerful encouragement. Helping consumers to connect with the brands they love and shape their future is a privilege that money can’t always buy.

Of course consumers at this level are rarely motivated to participate in research for financial reasons, but that doesn’t mean you can avoid offering a generous incentive payment to reflect the significance of the interaction. We can always offer to arrange a donation to a good cause of their preference as an alternative, to simultaneously acknowledge the value of their input whilst recognising they don’t actually need the money.

But the key thing is making the research participation attractive for its own sake, finding a reason beyond the financial transaction to engage drivers such as curiosity, self-interest and feelings of exclusivity, amongst higher end consumers.