How Nextyn Provided Consumer Insights to Optimize Product Design & Pricing

Executive Summary

A global luxury fashion brand planned to launch a new premium product line but faced challenges in understanding:

• Consumer purchasing behavior in different markets.
• Pricing sensitivity & value perception among luxury buyers.
• Brand positioning & messaging for high-net-worth individuals (HNWIs).

To validate its product strategy and refine pricing models, the brand partnered with Nextyn’s Research & Consulting team. Over a three-month engagement, Nextyn conducted:

• Targeted focus group discussions with luxury buyers across key regions.
• Qualitative analysis of consumer preferences & emotional triggers.
• Price sensitivity testing & brand perception assessment.
• Actionable recommendations for product design, pricing, and marketing.

Outcome: The brand optimized its product pricing, improved brand messaging, and achieved a 20% increase in luxury product sales post-launch.

Client Profile & Challenges

Client Profile:

• Industry: Luxury Fashion & Retail
• Project Focus: Consumer Insights for Premium Product Line Launch
• Target Audience: High-Net-Worth Individuals (HNWIs) & Affluent Shoppers

Challenges Faced by the Luxury Brand:

• Unclear Consumer Preferences: The brand lacked deep insights into what luxury consumers value most in product design & exclusivity.
• Pricing Sensitivity & Market Variability: Uncertainty over regional price acceptance levels & perceived brand equity.
• Evolving Luxury Buying Trends: Changing consumer habits post-pandemic made historical data unreliable.
• Marketing Message Misalignment: The brand’s communication strategy lacked personalization for different customer segments.

Without qualitative consumer insights, the brand risked mispricing its new product line, misaligning its marketing strategy, and failing to meet luxury buyers' expectations.

Nextyn’s Solution

Targeted Focus Group Discussions Across Key Markets

Nextyn conducted FGDs in five high-net-worth regions, including New York, Paris, Dubai, Shanghai, and London.

• Segmented focus groups by luxury buyer profiles (old money vs. new wealth, millennial luxury consumers, brand-loyal shoppers).
• Interactive discussions on buying motivations, preferred aesthetics, and exclusivity factors.

Consumer Behavior Analysis & Emotional Triggers

• Identified key purchasing drivers, including heritage branding, exclusivity, craftsmanship, and sustainability.
• Mapped customer emotion-driven responses to luxury product presentation & messaging.

Pricing Sensitivity Testing & Market Positioning Insights

• Conducted blind pricing experiments to assess willingness-to-pay for premium product variants.
• Benchmarked competitive pricing strategies against rival luxury brands.
• Recommended optimal pricing tiers based on perceived value in each market.

Brand Messaging & Communication Refinement

• Tested marketing narratives (heritage, exclusivity, modern luxury) to find the most resonant messaging.
• Provided culturally adapted positioning strategies for global roll-out.
• Designed influencer & ambassador selection criteria based on FGD insights.

Impact & Results

• 20% Increase in Luxury Product Sales: Strategic pricing & positioning enhanced desirability & purchase conversion.
• Optimized Brand Messaging for Key Markets: Improved consumer engagement by aligning marketing with emotional triggers.
• Enhanced Customer Experience & Exclusivity Perception: Personalized luxury buying experience led to higher brand loyalty.
• Data-Driven Pricing Strategy Implemented: Price optimization ensured premium positioning while maximizing revenue.

By leveraging Nextyn’s focus group research & qualitative insights, the luxury brand achieved a high-impact product launch backed by real consumer behavior data.

Why Nextyn?

• Industry-Leading Expertise in Consumer Behavior Analysis & Luxury Market Research
• Qualitative Research Capabilities for Deep Emotional & Buying Insights
• Global Focus Group Execution for Market-Specific Strategies
• Proven Success in Luxury Brand Consulting & Product Positioning

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