Portfolio of Research Studies

Do People Prefer Forever Roses To Natural Roses?

This next research study that I am publishing was commissioned by a Florist based in the United Kingdom who wished to acquire some consumer research when it came to the consumer buying process surrounding roses. For those who aren't currently aware of what forever roses are, they are essentially your natural rose that has been forever using a very complicated scientific preservation process that freezes the rose to preserve its current state for years and years to come. Just how long forever roses last for depends on a variety of factors including the preservation process and the environment in which the rose is stored. One thing that is guaranteed however, is the fact that forever roses will definitely last a lot longer than your traditional rose, meaning that you get to enjoy the beauty of it for far longer. 

It is important to make note that there are a variety of different names that are given for forever roses, namely eternity roses, preserved roses and forever roses. All 3 of these titles refer to the same thing. 

The objective of this research study was fairly simple, find out if a broadly selected sample of customers who have brought a mix of forever and natural roses in the past, prefer forever roses or natural roses. Therefore, the following research question was formed:

"Do people prefer forever roses to natural roses?"

Stemming (pun intended) from this primary research question, several other secondary research questions were also formed:

"What are the reasons for preferring forever roses?"

"What are the reasons for preferring natural roses?"

"Are there connections between key demographics and preference of roses?"

 

Research Methods

In order to answer our research questions, a questionnaire was designed using the SurveyMonkey platform and then sent out to a sample of 24,345 recipients, formed using the client's customer database and then narrowed down to provide a variety of appropriate demographics. In order to allow our research project to yield the most valid and reliable results possible, profiling checks were carried out on the sample of respondents to ensure that a fair cross section was represented and consequently to also allow us to draw interesting conclusions relating to relationships between the roses preference and different demographics. Once the data was collected, we ended with a pool of 17,892 valid responses which were then injected into a data analysis tool called SPSS in order for us to analyse the data, form relationships and provide answers to our research questions. 
 

Our Research Results

Out of the 17,892 responses, 72% stated that they preferred forever roses to natural roses. It is important to note that all of the respondents had previously brought both forever and natural roses beforehand. Therefore, this research finding is only valid for an audience who has brought both options. Due to the significantly lower popularity of forever roses compared to natural roses, this finding does not reflect a broad mainstream opinion that preserved roses are overall the preferential choice of roses.

Another interesting finding from our research was the fact that 67% of the respondents who stipulated that they preferred forever roses were aged 29 and under. This would seem to suggest that eternity roses are more popular amongst a younger generation of millennial's. One possible reason for this could be down to the increasing popularity of forever roses over the course of the last decade where purchasing them has become more of a part of younger culture rather than an older generation who were perhaps more used to natural roses and tried out the alternatives out of curiosity more than an inherent desire to adopt them into their purchasing decision making. 

Interestingly, there was a positive correlation between respondents who showed a preference towards forever roses and the gender of the respondent. Male respondents outweighed the number of female respondents by a ratio of 2.42:1, a significant trend towards male preference over female preference. 

Digging deeper into the reasoning provided for preferring long lasting roses drew some interesting insights. The most popular reason stated was, not at all surprisingly, the fact they lasted for far longer. This aspect of the questionnaire was presented as a multiple choice answer and the other reasonings given offered more insight. The second most popular reason was getting the most bang for your buck when buying roses, the third most popular being the decorative options that forever roses provide and the fourth and final response of statistical significance was the belief that this type of rose was more eco-friendly. 

Contrastingly, the most popular reasoning stipulated for a preference towards natural roses was a favouring towards their natural beauty that many felt got somewhat lost during the preservation process that enables them to stay in their original form for a longer period of time. The second most popular reason stated was the fact that traditional roses feel more special. This level of reasoning may be somewhat linked to the fact that there was a direct correlation between age and preference, leading credence to the notion that traditional roses are ingrained in the culture of a certain generation and there is a level of familiarity that is harder for those to look past then it is for a younger generation that don't experience the same issue.