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Bag stories: What do bags say about women?
Greet Sterenberg, Wendy Hesseling and Ute Rademacher, ESOMAR, Qualitative Research, Istanbul, November 2008
The article reports a research study into the relationships women around the world have with their handbags, and what the bags mean to them.
The article reports a research study into the relationships women around the world have with their handbags, and what the bags mean to them. The aim was to learn whether the handbag can be used as a tool for generating female insights, helping us understand what really makes women tick by getting access to their handbag. Seventeen small, independent research companies participated, in 18 cities around the world. Respondents were mainly urban, higher educated, middle class women aged 16 to 50 years. Points covered included, history of the handbag, women’s ownership of bags, emotional connotations of bags and the roles a bag fulfils for its owner (and how these vary by culture). In addition to this, bags as a private area, how and why bags are acquired, increasing weight of bags, cost of bags and bags as fashion statements was also researched.
Refreshing the Eternal
Richard Buchanan, Kay Garmeson and Peter Cooper, Market Research Society, Annual Conference, 2005
Describes how research helped Platinum Guild International (PGI) to develop the marketing of platinum jewellery as a brand.
Describes how research helped Platinum Guild International (PGI) to develop the marketing of platinum jewellery as a brand. Research was in three phases: positioning, brand identity formation, and advertising. Argues that the principles and processes used apply to many other established products or brands faced with changing social trends and new competition, and which need to reappraise and re-express what they mean to consumers and the trade.
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