Survey highlights need to educate as well as market ethical Merino

摘要

In November 2010 the SRS~R Group commissioned two independent focus' group consumer surveys to gain a greater understanding of the attitudes of American women towards Merino wool, and their pre-disposition to purchase Merino wool garments. The studiesinvolved a cross-section of women from different income levels, careers, backgrounds and age brackets (mid-20s to late 50s). Attendees were unaware the primary purpose of the study was focused towards Merino wool as the goal was to gauge unprompted response to this fibre, and view it in the context of other fibres and in terms of general shopper behaviour. The duration of the groups was 2.5 hours, professionally facilitated by marketing company, TimeZoneOne at its Chicago headquarters.