To conduct some Primary Research I took part in a focus group of 10 people, in which various topics were discussed. My discussion was based on Authenticity, these are some of the responses I got:
What does Authenticity mean to you?
- wooden floors, traditional fireplaces
- honesty
- authenticity is a good personality trait, trustworthy
- real life, first hand experience
- Unique and Original
Is Authenticity in Branding important to you as a consumer?
- Authentic aesthetic is really popular at the moment, its nostalgic
- "It's trendy which makes me want to buy it"
- Nothing to hide, no alterior motive
- what you see is what you get?
If so, Why is it important?
- makes you trust the product and want to buy it
- Quality, made the way it should be
Not massively helpful, but backs up my argument that brand authenticity is a key element. Some of the connotations of Authenticity were really interesting aswell, e.g wooden floors.
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