Audience Research Proposal

Focus-group guide · Jewelry purchasing behavior

"Tell me about the last piece of jewelry you purchased. What motivated the purchase?"

"How do you typically shop for jewelry? Where do you go and why?"

"What role does jewelry play in your wardrobe and personal style?"

"Consider a jewelry brand in your hometown that you see as particularly successful. What key elements of its business model- including product design, marketing strategy, and local presence- do you believe most strongly resonate with the local consumer base? Can you provide an example?

Consumer survey · Channel discovery

How do you prefer to learn about new jewelry brands? (Rank from 1-5, with 1 being most preferred) ___ Social media ___ Print magazines/newspapers ___ Friends/family recommendations ___ In-store discovery ___ Online advertisements