The consumer market for collectibles attracts a diverse range of consumers, from professional investors seeking an alternative to the low returns of traditional investment portfolios to those pursuing a childhood hobby. Understanding the motivations and priorities of collectors, and their opinions, was essential for an organisation seeking to enter a new area of the market for the first time.
The New View approach to the brief was to talk to collectors, market observers and market experts. Travelling and talking to collectors at collector fairs, both small and large, in the UK provided market intelligence and insights that proved invaluable to the company, who were able to prioritise activities and prepare for market entry with confidence.