Abstract:

For many years diamonds were strictly and exclusively linked to female stereotypes. De Beers' constant research into new markets had seen in males a new area in which to develop their products. This paper shows how through continuous research monitoring it was possible to identify the correct timing and the right people, to ensure acceptance of the new idea of Diamonds for Men. The attitude survey conducted in 1984 carefully prepared by prior qualitative and quantitative exploratory studies, identified the DFM trend-setters especially at whom it was possible to address a well targeted advertising campaign.