Defining the rules of success for jewelry

A world leading crystal jewelry brand wanted to understand contemporary wearing occasions of accessories, and define the sensory attributes that link to them, in order to support future product design and communication


We recruited highly articulate, sensory screened consumers to take part in qualitative focus groups across 3 markets. We asked consumers to map over 100 accessories across different wearing occasions, allowing us to understand which sensory attributes matched both the piece of jewelry and the wearing occasion as well as identifying emotional triggers

Crystal jewellery case study


We identified 6 core emotions that link to accessory wearing occasions.

We then overlaid these emotions with the sensorial characteristics and put all this into a handy playbook, giving our client the rules for success to aid future product development within the accessory wearing category

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