Thanks for all of FieldworkHub’s help and responsiveness on this project, making it a smooth process.
Kirsten
Senior Account Director
Marketing Agency
UK
Case study
IDIs: attitudes towards lab-grown diamonds, EU
The client brief
A leading global mining group was interested in understanding more about consumers’ attitudes towards diamond jewellery containing lab-grown rather than natural diamonds at a time when the cost of lab-grown diamonds is falling, a number of the larger natural diamond mines are becoming uneconomic and there is increased awareness of the environmental damage caused by some mining techniques.
FieldworkHub delivers
FieldworkHub was asked to recruit four consumers in each of Germany, France, Italy and the UK whose household income is in the top earnings quartile in their country and who buy luxury goods including jewellery.
The respondents took part in 60-minute remote video interviews which provided valuable insights about their knowledge of lab-grown diamonds as an option and their perceptions of lab-grown versus natural diamonds, including issues around sustainability. The client plans to use these insights to help them market lab-grown diamonds more effectively.
Everything went really well! Thank you so much for all your effort and patience — you did a fantastic job. We’ll definitely stay in touch for future projects.
Teresa
Project Manager
Strategy Agency
Mexico
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