Diagnose
Audience
Decoding consumer preferences for engagement rings
A leading jewelry retailer sought to uncover key insights into consumer behaviors and preferences in the engagement ring market. The objective was to identify distinct customer segments, their needs, and challenges during the purchasing journey to better tailor marketing strategies and product offerings.
AI-powered segmentation
Quilt.AI analyzed over 1,000 social media posts, 200 reviews, and Google search data involving more than 200,000 queries. By clustering behaviors, needs, and tensions, the study uncovered five key consumer segments and mapped their unique engagement ring purchasing journeys, highlighting opportunities for activation and growth.
Enhancing customer engagement through targeted strategies
These insights empowered the retailer to refine its offerings and communications by tailoring messages and solutions to the distinct needs of each segment. By addressing concerns such as personalization, knowledge gaps, and collaborative experiences, the brand is positioned to resonate with diverse customer groups and lead the engagement ring market
Key segments driving engagement ring purchases
Our analysis revealed three key segments that offer actionable opportunities for engagement ring brands:
Discover how Quilt.AI can transform your understanding of consumer behavior and help you craft impactful strategies. Contact us today to create meaningful connections with your audience.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
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Highlighting inspiring stories of people
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