[Jewelry making - Article 00532] - Re: [Orchid] Target customers characteristics

[David L. Huffman]

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Hi Heather;

    You are not going to get an answer for that question that will in
    any way provide you to an avenue towards your demographic.  Why? 
    Because you have not really defined a product yet.  It's like asking
    the question, "What kind of people like really good music?"  You see,
    you are working primarily from a description of what this jewelry is
    not . . . "probably not diamond oriented".  That's OK, but from
    there, you don't go on to tell what it is. Even so, if you said, "who
    buys jewelry that isn't about showing how much it costs", the answer
    would be, well, probably just about anybody and everybody.  Even an
    answer to the question, "who buys diamond jewelry" is going to give
    you too broad a sample.  I'd suggest, and I do this most sincerely
    and in an attempt to be helpful, not critical, that you really narrow
    down the category, and do this in as many terms as you can, such as 

	1. price range
	2. materials (pick one or two, say, colored gemstones and gold)
	3. traditional or not
	4. one of a kind, or mass produced

    From that point, you'll have a product that by it's nature, will
    give you a demographic that is limited enough to in fact track. Once
    you get a feel for how this works, you can develop more extensive
    and complex systems to extract data from.  Best of luck on this
    class, and please keep us posted on how things are going. 

David L. Huffman


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