MAJOR LUXURY BRAND: Capturing Brand Perception with an AI Focus Group

Accelerating Brand Perception Capture Across Diverse Client Segments

Understanding brand perception, especially on a global scale, is typically a slow process that relies on static market research. 

To truly grasp consumer behavior shifts and luxury buyers’ changing habits, our client, a major luxury watchmaker based in Switzerland, wanted to explore new methods to capture its brand perception across client segments. The brand partnered with fifty-five to find out how Generative AI could be utilized to augment this project.

Recreating Target Audiences With Tailored AI Personas

To bypass traditional research limitations, fifty-five designed an automated GenAI Focus Group using our proprietary agentic AI orchestration tool, Agent55. 

- Persona Engineering: We translated the brand’s target audiences into multidimensional AI personas, such as Collectors, Tastemakers or First-Time Buyers, each representing different age ranges, interests, budgets, and familiarity with the world of luxury watches.

- Targeted Surveying: We co-designed a 19-questions framework to evaluate the brand and its competitors across 5 categories (Content freshness & engagement, Brand visibility & perception, Cultural & ethical equity, Product excellence, and Access & exclusivity).

- At-Scale Interrogation: Agent55 impersonated each persona and cross-questioned 5 leading LLMs (ChatGPT, Gemini, Claude, Mistral AI & Deepseek) to capture how each audience segment "felt" about the brand and how different AI models responded.

An Always-On Focus Group Providing Key Recommendations for Improvement

Our client's GenAI focus-group provided critical insights into how the brand was viewed by different groups through unique perception scores. These insights were verified against traditional market research to ascertain their accuracy, and fifty-five leveraged them to draft recommendations to improve audience and LLM perception, such as reinforcing digital communication around the brand's commitment to sustainability or developing educational content centering on the brand's long-standing expertise.

Our client is now equipped with highly actionable recommendations as well as an always-on, ultra-responsive focus group powered with Agent55's AI agents.