The engagement
Online diamond purchasing requires consumers to evaluate quality, value and authenticity without the benefit of in-person inspection. The Diamond Pro wanted to understand how confident consumers felt in that process and whether they were open to AI tools that could help them make better decisions.
The research approach
CITE Research surveyed 1,000 U.S. adults on their confidence in evaluating diamonds, their concerns about the buying process and their attitudes toward AI solutions designed to improve value and transparency.
From findings to impact
The research found that 61% of respondents were not confident they could spot flaws in a diamond, and two in three agreed AI could make the process of purchasing diamonds online easier. The Diamond Pro used the findings to support its brand positioning and communications.
Highlighted result
61% of 1,000 U.S. adults lacked confidence in evaluating diamonds—a finding that made the case for AI-assisted purchasing.
Methodology
CITE Research conducted the survey on behalf of The Diamond Pro among 1,000 U.S. adults.
Relevant services
- Consumer Market Research
- PR Survey Research
- Content Marketing Research