Expanding Reach with Research Automation
How THE MVEye used Methodify to conduct their first ever European study
MVI Marketing LLC (THE MVEye) has been studying and monitoring lab-grown diamonds (LGD) since 2004, and in 2012 when LGD bridal jewellery reached enough retail stores, THE MVEye launched a series of consumer research projects to track the interest and acceptance of lab-grown diamonds in the U.S. diamond jewellery market. Its last major study in the American market was conducted in October 2020. They now sought to conduct their first European survey on the topic, and wanted to reach five different countries: France, Italy, Germany, Spain and Great Britain.
THE MVEye needed to conduct this project quickly and be able to communicate the results easily. They wanted to be able to easily visualize the results for a public report which would compare the results from Europe with those from the United States.
To achieve their ambitious goal of surveying consumers from 5 different European countries, THE MVEye turned to Methodify’s Survey Builder tool. Methodify provided an incredibly fast, turn-key solution which was especially critical given 4 of the 5 questionnaires needed to be translated. The project was approved on March 17th and field was able to start on March 18th, with full results from more than 1,530 respondents (a little over 300 from each country) by April 6th.
Furthermore, Methodify was able to provide THE MVEye with data visualization including editable PowerPoint slides and crosstabs with significance testing in real time. This was a vital tool in comparing their results from the European study to their previous one in the US with ease.
Utilizing Methodify, THE MVEye were able to share rich data obtained in its first consumer survey of the European market with its target audience. They were able to achieve their goal for the study to analyze and understand current and past consumer awareness, comprehension and acceptance of the LGD category; define product and retail channel preferences, value drivers, and purchasing triggers; assess how eco-friendly and sustainability claims impact purchasing; and establish benchmark measurements for future comparisons. The study revealed both expected and unexpected results, which will be critical in the decision making for their clients in global diamond, gem, jewellery and watch industries at every level of the supply chain.
The compiled report comparing the European and American attitudes toward Lab Grown Diamonds has also received extensive media attention, further establishing THE MVEye as a leader in the space.