CASE STUDY DIAMOND PRODUCER ASSOCIATION
Client: DPA
Project:
Why do women self-gift today?
About the project:
As female self-purchase is becoming an increasingly important segment of diamond market, this study aimed at looking behind the numbers and gaining an in-depth understanding not only of the motivations of self-gifting but also of how self-gifting plays into the values of being woman today.
We spoking to 69 young females at the ages of 22-35 years old in five cities in China, uncovering what, how and why they self-gift.
What these self-gifted presents revealed to us are the life values, struggles and inspiration of women today. Financially independent as they seem, they have various excuses and reasons to buy gifts for themselves. It is their desires that have been constantly quenched. Unfortunately, the true needs are overlooked. Self-gifting, as a gesture of rewarding, affirming and loving herself, should fundamentally answer these latent unfulfilled needs, in which case diamond has an unparalleled role to create meaningful connections and enduring companionship.
The results of the study has been used to inform retail and communication strategy regarding self-gifting for DPA in China.
Service type:
Customer journey investigation, Trend and culture study of a particular consumer behavior
Research method:
Social and cultural audit, Consumer Journal, Consumer Workshop, Ethnography and visual ethnography.
Image: photos by F Lab from fieldwork in Shanghai, Beijing, Chengdu, Shenyang, Guangzhou.