The study dubbed "What does a woman want?" will comprise 100 000 respondents and will focus not only on women but also on men and even children.
The task of the study, which will also involve reputable scientists and use of artificial intelligence, is to obtain the most objective and versatile information in order to better understand the requirements and emotional needs of "585*GOLDEN"'s consumers.
"From our experience of interacting with the client and from statistics collected, it is obvious that people do not want to save up on purchases for themselves. They want for a new jewellery item to become a celebration for them, for the purchase to bring pleasure at all stages. And this is an important clue for marketing communications," commented Andrey Shlyaev, Director of Marketing and Retail Sales Development of the "585*GOLDEN" jewellery chain.
The main audience of "585*GOLDEN" is women of 30-40 years of age, so the brand, represented in 420 cities of Russia, aims to create a positive emotional experience from the purchase for each client.
Alex Shishlo for Rough&Polished
