Quality insights to solve a luxury problem - marketing to affluent consumers in the digital age

Beth Uyenco, Olivier Goulet and Alex Charlton

Luxury brands rely on carefully planned and executed marketing activity to appeal to consumers' emotions, and also look to cultivate an image of exclusivity.

Qualitative insights to solve a luxury problem – marketing to affluent consumers in the digital age

Beth UyencoMicrosoft Corporation, United States

Olivier GouletKR Media, France

Alex CharltonEssential Research, United Kingdom

INTRODUCTION

While most marketers acknowledge their target consumers' reliance upon digital media, what remains challenging is identifying which of the many forms are effective in engaging consumers. This is no less difficult for luxury goods marketers who remain perplexed by the varying options available and the possible synergies across various ad-supported media.

Qualitative techniques are extremely valuable in uncovering the relative influence of various media – perhaps...

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