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...