June 2022 | Lab Grown Magazine

June 2022 | The Lab Grown Diamond Resource Book 28 To advertise call (888) 832-1109 | June 2022 29 The following is an exclusive interview with Liz Chatelain, president of THE MV- Eye, a division of MVI Marketing, and was conducted for Lab-grown Magazine in May 2022. Editor’s note: Please refer to the charts of- fered within this story to best illustrate the data which Liz shares throughout this in- terview. Q: How many LGD consumer-focused studies has MVI conducted in the last three years? A: Five, LGD is an important topic to the industry at all levels therefore the need for accurate and current consumer and trade data is more important than ever. Our jewelry research is often geared to- wards families that have fine jewelry bought, sold, given, as a part of their life- style. For LGD research, we open the life- style component to include non-jewelry oriented families with the interest in find- ing out if these families will be more open to find jewelry because of LGDs. Our larg- est LGD study was 1,711 U.S. respondents. Q: How did you curate your targeted sur- vey audience? a) How was the study conducted (email, phone, online/in-person focus groups) b) Who sponsored the most recent re- port? A: We have an internal process of select- ing and screening our research respondents. Most of our research is now conducted on- line although we do host focus groups either through video interview or in person. Our latest LGD research was sponsored inter- nally by MVI. Q: What were the top three take-aways you gleaned from your research, and are those top three elements different than your past consumer R&D? Why or why not? A: 1. While awareness is still high, personal ownership has grown from 10% to 15% from 2020 to 2022 (for LGDs/LGD jewelry) 2. Over half (51%) have seen LGDs in-per- son, either in a store, or (seen) on someone they know 3. 89% of respondents said they would pay FIND OUT NOW FOR FREE WHAT’S YOUR STATE’S MEDIAN HHI? EXAMPLE: 2022, MAINE, MEDIAN HOUSEHOLD INCOME: $57,018 TINYURL.COM/2022-INTERACTIVE-STATEHHI