The Young Luxury Persona
Insight commission to provide fresh-thinking for R&D
At the center of the brief was to provide detailed understanding of the material and everyday world of a young potential user of luxury, providing vital context for key internal R&D and marketing processes.
The visual ethnography conducted in the private space allowed for the successful generation of fresh insights in a visually illustrative way, giving the client unprecedented access to the world of potential users.
The insight-led output highlighted the richness and nuance of daily life, enhancing understanding of the user, challenging assumptions and nurturing new thinking along the way.
ROLE: shadowing, visual ethnography, insight generation, film photography, editing and interviewing.
OUTCOME: deep insight report and photography.
CLIENT: Secret Client