Luxury Bag Diary Study
What are their customer shopping habits around Black Friday? What makes them choose a bag?
This brand (who wished to remain anonymous so data and info we can share is limited to our methodologies) wanted to hear about their shopping habits in regards to bags around the Thanksgiving/Black Friday holiday. To achieve this, we ran an 8 day diary study with 6 participants, having them write to us with videos or photos for 7 days. While their shopping habits differed, we found common themes on why users selected a bag in 5 of 6 users. The client enjoyed our synthesis as well as requested the full data.
Methodology
1. Recruitment
Participants were recruited from an existing customer list and screened based on their need to use a bag soon and their intent to purchase in the next 3 months.
2. Welcome Call
We introduced ourselves on a video call with each participant with an intro script to ensure they understood the process and our expectations. Participants were encouraged to ask questions.
3. Daily Prompts
We had 2 questions each day: a daily prompt that remained the same to measure changes in shopping behavior, and a unique question to evaluate what they valued in bags and brands. We used a shared inbox to receive resposes via email message and linked to a Google form to upload videos and photos.
4. Analysis
For videos, we used DeScript software to get a transcript. Then, we color-coded similar topics across participants to identify patterns. Finally, we discussed as a team to synthesize final recommendations.
Results
5 functional & 1 fun shopper
We found that 5 of our participants had the same considerations before buying a bag. However, a 6th participant was an interesting outlier more focused on fun details. We were able to get a great amount of detail from the outlier to built a special shopping profile for this outlier, which the client appreciated. Overall, the client enjoyed the massive amount of data we collected and analyzed and requested it in full to build further studies with.
