Researchers Invited to the Best Parties

US-based Venture2 is offering marketers the opportunity to attend parties at the homes of wealthy Florida families - all in the name of research. The parties, part of the Exclusive Luxury Market Study, are designed to provide a glimpse into the lives, opinions and desires of luxury consumers.

The study, to be conducted in April, involves 'contextual research sessions' with affluent families at evening parties in their homes in Palm Beach, Florida. During the day, marketers will share information in meetings and discussions. Every session, including the parties, will be videotaped.

Venture2 has engaged outside experts to assist with the study: Pam Danziger, author of 'Let Them Eat Cake: Marketing Luxury to the Masses - as Well as the Classes'; Frans Johansson, author of 'The Medici Effect'; and Steve Sims, President of Bluefish Concierge.

According to Venture2: 'There's no substitute for observing behavior in its natural environment, an experience that can never be replicated in the controlled setting of surveys and focus groups.'

Venture2, which specializes in 'immersive marketing' is online at www.venture2.net

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.