FIELD SURVEY RESULTS
Average age of male respondent = 32.
The Survey Results
Average age of female respondent = 29.
What type of jewelry are you interested to purchase or receive as a gift in 2016?
Motivf Corporation © 2016
What factor influences your interest in buying from a specific retailer the most?
The Field Survey was conducted from May 22 to May 28 at four locations across Northern Virginia: The Market Common, Clarendon; Pentagon City Mall; Springfield Mall; and Tyson's Corner Center (Tyson's I).
Where do you usually shop for jewelry?
Local Jewelry Store
Brand Name Retailer
When buying jewelry, what do you value the most?
What is your typical budget when buying jewelry?
What is your biggest obstacle when buying jewelry?
Matching my style preferences to jewelry
Price of jewelry purchase
Knowledge about jewelry (carat, clarity, color, cut, etc)
What brands best represent your tastes and values?
Which of these stylists is most fashionable for 2016?
Which of these people would you choose as a brand ambassador for a jewelry store?
Which of these photographs (of Chiara Ferragni) represent your style affinities?
Results from the 9% that chose a typical budget over $1000:
- 67% at Tyson's Corner Center
- 0% at Pentagon City
- 44% are "American Dreamers"
- 67% are Men
- 25% of Middle Eastern respondents indicated a typical budget over $1000
- Average age is 33 years old
RACE & AGE
- Average overall age = 30
- Median overall age - 28
- Youngest respondent = 20
- Oldest respondent = 65
Results from the 69% that chose 'bracelets":
- 33% Men, 77% Women
- 100% of Middle Eastern respondents chose bracelets
- Average age is 28 years old
- Average typical budget for all jewelry buyers is $452/item.
Average typical budget for each type of jewelry buyer:
- Bracelet = $290/item
- Necklace = $272/item
- Watch = $530/item
- Ring = $542/item
- Earrings = $208/set
100% of respondents that selected "Advertising" as a primary influence for selecting a retailer are Techies.
Average budget for Local Jewelry Store shoppers = $448/item
Average budget for Brand Name Retailer shoppers = $516/item
Average budget for Online Retailer shoppers = $334/item
Other brands with multiple selections:
- Alex & Ani
- Forever 21
- Kate Spade
- Ralph Lauren
- Under Armour
- "vintage products"
- Ann Taylor
- David Yurman
- Kay Jewelers
- Marc Jacobs
- Michael Kors
- Tory Burch
- White House Black Market
- American Apparel
- Banana Republic
- Calvin Klein
- Land Rover
- Louis Vuitton
- Ray Ban
- United Arrows
- Victoria's Secret
Typical budget by Persona:
Biggest Spenders on
1. American Dreamers
2. Gay Grooms
3. WTD After I Do
Lowest Combined Spending Power:
1. Lesbian Brides
2. Macho Men
1. WTD After I Do
3. American Dreamers
Apple mainly identified by Techies, Well To Do After I Do, and Fashionistas.
Pandora mainly identified by Fashionistas.
"Brand" mostly valued by Well To Do After I Do and Macho Men.
"Uniqueness" mostly valued by Fashionistas, Military, and Hipsters.
"Price" mostly valued by Browsers, Military, and Hipsters.
"Design" mostly valued by Techies, Well To Do After I Do, and Hipsters.
"Craftsmanship" is most widely valued, and is valued especially by Gay Grooms, American Dreamers, and Well To Do After I Do.
66% of Gay Grooms, 52% of WTD After I Do selected "Authenticity" as a primary influence for selecting a retailer.
The average typical budget for jewelry buyers who selected "Price" as an influence is $355/item.