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Personal Branding/Adornment

Thank you so much for agreeing to complete our questionnaire. 

The aim of this is for us to find out what brands people are shopping, why they select their brands, who they're purchasing from, how they shop & how they come to their purchase decisions. 

We'd appreciate as much detail as you can give us (there is no wrong answer) and if you're unsure of how to answer a question please just write N.A. and continue to the next question.

Thank you again!
ps. Any questions please email madeline.kulmar@retailoasis.com 

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* 1. Full Name

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* 2. Are you from Australia or New Zealand?

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* 3. What is your home postcode & suburb?

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* 4. What is your age?

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* 5. What is your gender?

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* 6. How important is your personal brand to you?
(how you present yourself)

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* 7. How do you express your personal brand?
(e.g. tattoos, clothing, accessories, footwear, nails etc.)

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* 8. What role does jewellery and/or other related adornments play in expressing your personal brand?

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* 9. How many pieces of jewellery do you own?

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* 10. How often do you update/purchase jewellery?

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* 11. How long ago was your most recent jewellery purchase?

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* 12. Did you purchase in-store or online? 

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* 13. If you answered 'In-Store' above - Which store did you purchase from?
(write in N.A. if purchased online)

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* 14. What type of jewellery (or other personal adornment) did you purchase?

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* 15. What was the reason for your purchase?

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* 16. What were you looking for when purchasing your jewellery/adornment?
( e.g particular features, meaning, milestone etc)

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* 17. What role did budget play in your decision? Did you have a particular price point in mind when purchasing?

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* 18. Did you purchase any other pieces of jewellery/personal adornment at the same time? If so what did you purchase, and was there a particular reason for your purchase?

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* 19. What brands immediately come to mind when shopping for jewellery? And why?

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* 20. What are your top 3 - 5 jewellery brands and why? What brands would you shop at for engagement rings?

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* 21. How do you prefer to purchase jewellery?

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* 22. Would you prefer to shop jewellery at a shopping centre? (e.g. 1 stop shop/multiple shops) or destination store (1 specific store in mind)? And why?

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* 23. Which jewellery retailers would you never purchase from? and why?

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* 24. How do you become aware of new jewellery products? What are the particular touch points?

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* 25. What triggered you to enter the jewellery market? What brings you in store? (self-gifting, milestone, gift etc)

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* 26. Talk through how you identify and evaluate your options across jewellery and brand fit (e.g. do you look at various brands, online & in-store, does customer service help)?

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* 27. Talk through how you purchased your most recent jewellery piece
(e.g. in-store or online).

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* 28. What was important to you in evaluating your options?
(particular features, trends, materials used etc.)

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* 29. What happened after you purchased?
(e.g customer advocacy, promotion, EDM and loyalty)

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* 30. How long did it take you to go from awareness (e.g. from the moment you first started searching for jewellery) through to purchasing the item?

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* 31. What (if any) are the pain points with the purchasing jewellery?
(e.g. different sizing per retailer, not enough images online etc)

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* 32. Have you ever purchased through Instagram or TikTok? If yes, can you recall the brand and what you purchased (including the $ value)?

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* 33. Have you heard of/are you familiar with the Michael Hill brand? If so, what do you know about them? Have you shopped Michael Hill in the past?

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* 34. If yes, what is your favourite/frequent/local store?
(Write N.A. if never been in-store)

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* 35. Thinking of Michael Hill, what is generally the first thing that comes to mind?

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* 36. How do you understand Michael Hill to be different from other jewellery brands?

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* 37. Do you see Michael Hill as an Everyday Value Brand or a Premium Brand?

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* 38. What product(s) do you consider Michael Hill to be a destination for? (engagement rings, bargain jewellery etc.)

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* 39. Do you go out of your way to purchase from Australian-made brands?

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* 40. Did you know that 25% of Michael Hill's products are handmade in Australia?

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* 41. If you have purchased at Michael Hill - What made you choose Michael Hill when purchasing jewellery over another brand?
(write N.A. if never purchased at Michael Hill)

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* 42. How long have you been a Michael Hill customer? How many Michael Hill products do you own?
(write N.A. if never purchased with Michael Hill)

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* 43. What do you like about Michael Hill? What do you dislike?

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* 44. What could Michael Hill do better in the future?

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* 45. How would you like to shop jewellery/accessories in the future?
(Online or in-store)

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* 46. What could Michael Hill do to make the brand more appealing to you?

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* 47. How likely are you to shop Michael Hill in the future? And for what product/s?

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* 48. What products would you like to see Michael Hill do in the future?

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