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.

YEAR: 2012

ROLE: shadowing, visual ethnography, insight generation, film photography, editing and interviewing.

OUTCOME: deep insight report and photography.

CLIENT: Secret Client

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