Introduction & Glossary

Thank you for participating in this research. This survey explores how technology and AI are changing the way we discover, experience, and value products today. There are no right or wrong answers; we are looking for your honest perspective.

Before we begin, please review these key terms to ensure your responses are consistent:

Significant Purchase: Any item that represents a more-than-average financial commitment, requires careful consideration before buying, or holds long-term value.
Zero-Click Search: The experience of getting an immediate, direct answer from an AI (like ChatGPT or Google’s AI Overviews) without having to click through to a brand’s website.
Heritage/Legacy: The history, craftsmanship, and founding story of a brand that defines its identity over time.
Digitally Optimized: An experience designed for maximum speed, convenience, and automation, often reducing human-to-human interaction.
(Estimated time to complete: 8–10 minutes)

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* 1. When looking for information about a brand’s history or craftsmanship, which of the following do you use? (Select all that apply)

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* 2. If AI summary provided the details of a brands heritage, would your feel you have learned enough, or would you still visite their website to “experience” their identity?

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* 3. In a world where AI gives you instant answers (zero-click search), does this convenience change your connection to the brand?

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* 4. Which of the following describes your relationship with luxury brands? (product generally feel out of reach for most). Select all that apply.

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* 5. In today’s economic climate, how has your interest in purchasing items (marketed as luxury) changed?

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* 6. Do you distinguish between “Luxury” and “Significant brands?

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* 7. When deciding to purchase a “significant” item, please rank the following in order of influence (1= matters the most, 4= matters the least)

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* 8. Is a brand’s identity more rooted in its history, or its ability to adapt to modern trends?

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* 9. If a brand uses AI to generate creative designs or marketing content based on its historical archives, does this maker the brand feel:

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* 10. What is your ideal balance of influence in the product design and marketing collateral?

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* 11. When making a “significant purchase” what role do you believe AI should play in the brand’s overall business operations behind the scenes (strategy and business decisions)?

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* 12. When shopping for a “significant purchase”, does your research process differ from buying a daily essential?

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* 13. What best describes your emotional connection with your “significant purchases” versus daily goods? (select all that apply)

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* 14. If a brand you use for everyday goods launched an AI designed and marketed “special edition” how would your interest change? (Select all that apply)

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* 15. To what extent do you trust AI generated product recommendations?

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* 16. When you see a brand increasing their use of AI, what is your reaction?

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* 17. Do you view widespread AI adoption as a “slippery slope” toward impersonal, robotic practices and an increased lack of creativity? (Select all that apply)

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* 18. When choosing between brands, what are the primary factors that influence your final decisions? Please rank the following.

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* 19. Would you prefer a slower, less “digitally optimized” experience if it meant a lower environmental, economic and social burden?

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* 20. If you learned that a brand increased prices to pay for “hidden costs” (increased product testing, better performing materials and ingredients, ethical labor etc…) would this affect your loyalty?

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