Alternative Market Research for Understanding Luxury Experience

Wided Batat
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Wided Batat: B&C Consulting Group

Chapter 9 in The New Luxury Experience, 2019, pp 165-186 from Springer

Abstract: Abstract It is frequently thought that science tells us how things function and that there is no more exhaustive a science than that of quantitative scholarships. Scientific works are quantitative in numerous ways, but every field of knowledge has a qualitative facet in which the individual’s experience, subjectivity, perception, and skepticism function together with other philosophies to support the construction and experimentation of theories. Distinct from the quantitative method, which trusts direct aspects, and statistical modeling, the qualitative methods are mainly related to individuals’ perceptions and definitions of their own world. While quantitative and qualitative methods have their own value, in this chapter, I decided to discuss alternative market research to better understand luxury experiences. These alternative methods are qualitative, immersive, and well adapted to study and analyze customer experience. By using immersive creative tools, allowing an exhaustive analysis of the luxury experience offline and online, and studying its subjective, paradoxical, symbolic, and emotional dimensions, luxury houses can be able to innovate and design suitable experiences and create a competitive advantage. This chapter introduces experiential and e-experiential research methods as an alternative to studying luxury experiences.

Date: 2019
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DOI: 10.1007/978-3-030-01671-5_9

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