As part of our exploratory study, we had to identify participants to observe and understand their relationship with Tiffany & Co. We selected 5 unique individuals hailing from different walks of life and captured moments of their uninhibited selves in an uncontrolled environment/setting. From this activity, we aim to discover their lifestyles, values and beliefs. We understood that the participants did not have to be a product user/brand follower of Tiffany & Co.
The following participants our team has selected:
The Affluent Self-Buyer (20 – 35 Years Old)
- Male: “Elysius” (an alias, as the user wanted his identity to be kept anonymous)
- Female: Felicia
Gift-Givers and Gift-Receivers
- Male: Byron, The Gift Giver
- Female: Ashley, The Gift Receiver
- Male: Aaron, The Gift Giver
To make your reading experience a convenient and interesting one, we formatted our assignment into a storybook – consisting of Volumes I to V, each entailing a different component of an individual participant.
In this section, we introduce our participant’s background. To better understand our participants, we had also asked them to describe themselves in a short introduction and state a few personal details such as their style and hobbies.
The participants that we followed either came into prior contact with the brand, were brand users or had received gifts from Tiffany & Co. before. We observed our users in their natural environments for a day on 9th September 2012 and later gave them a diary to keep for the following week, with a question to answer daily. We chose the weekend as it allowed us to see what other brands users came into contact with as Tiffany & Co. is not a brand one comes into contact with on a daily basis (unless you work there of course), as jewellery is often bought for special occasions or to celebrate milestones in life.
While our participants may not have a daily contact with Tiffany & Co., we will see how most of our participants’ and Tiffany share similar values.
To delve deeper, participants were queried on their interactions with or knowledge about Tiffany & Co. Although not all our users own or actually purchased Tiffany & Co, their experience with the brand is what matters. This allowed us to analyze the brand from its non-followers, to those who might become are loyal followers. For those who did not purchase anything from the brand and did not include it in their purchase consideration set, it still allows us to explore what went wrong and look into possible areas of improvement to help the brand gain a better foothold in the Singapore market and in the minds of consumers here.
In this section, we found that most of ours participants have a positive experience/perception of the brand. Both the females, the affluent-buyer and gift-receiver, especially hold Tiffany & Co in high regard, perceiving it as a luxury brand. The males on the other hand, the affluent-buyer and gift-givers while they have a relatively positive perception of the brand, they do not personally associate themselves with it. Their relationship is mostly based on third-party influences and are situationally-confined. Most of the participants clearly relate with Tiffany & Co.’s values of true love and celebrating love, also associating it with good quality. Therefore, Tiffany & Co. can be said to have effectively communicated its values and core principles.
Our participants were given a diary to document their daily activities and answer a question a day. The purpose of giving our participants a diary to keep for a week was for us to better understand how they spend their days, and how they viewed love and the celebration of special moments – which is how Tiffany & Co. currently positions itself.
Not everyone is in a “committed relationship” with Tiffany & Co. However, what we ideally seek to achieve from this study is to identify when and whether people look to Tiffany & Co. when they want to make jewellery purchases. We also wanted to find out what Tiffany meant to our participants and what affects their purchase decision. Such insights can help us better manage the brand as we are able to understand how different categories of people interact with the brand as well as they type of associations that they have with Tiffany & Co.
After our interactions with the brand users, we followed Susan Fournier’s 15 Brand Relationship classification to identify the types of relationships our participants had with the brand.
In this section, we found that all our participants had different types of relationship with the brand. Most had a good amount of exposure to the brand and have a relatively close relationship with it.
Click on the individual participant’s icon to learn about their relationship with the brand: