We worked with a luxury brand in a category defined by rare, high-stakes purchases to understand how customers truly think, feel and decide. Through in-home qualitative research across key markets, we explored how people research, evaluate and live with premium products, and what creates reassurance, aspiration and confidence at the point of choice.

The findings showed that luxury decision-making is rarely linear, shaped instead by a dynamic balance of aspiration, rational justification and personal reward. By revealing how customers describe luxury in their own words, and where doubts can quietly erode value. We provided insight that now informs positioning, product development and experience design worldwide