Finding the Perfect Match: Bridgerton and Consumer Behavior

By Emma Eyman

Dearest Gentle Researchers…

While the guys have their Roman Empire, my guilty obsession is period dramas—and right now, y’all know that means the latest season of Bridgerton. The sweeping romance, scandalous whispers in society papers, and dreamy opulent drawing rooms are the perfect escape into a world of elegance and intrigue.

LIAM DANIEL / NETFLIX

Like any good Millennial, I couldn't help but notice a few parallels between the Regency London season and my day job. Think about it: the endless balls are basically giant, never-ending focus groups or even waves of a brand tracker. The formidable mamas, with their sharp eyes and even sharper tongues (Lady Danbury is my hero), are like moderators or consultants trying to set the stage and ensure everything goes to plan. And Lady Whistledown herself, watching over the crowds both at society events and throughout their everyday lives, modifying her column’s approach based on the ton’s behavior, and seeking to find each season’s Diamond debutante is each of us as researchers—constantly analyzing the data to deliver the most compelling insights and find the best solution to bring success for our brand.

I'm not suggesting the ton was conducting in-depth surveys or ethnographic Shop-Alongs on the latest bustle trends (though I’d bet Madame Delacroix would have done just that). But the way they navigate the game of each season, and their relentless pursuit of a perfect match, all boils down to a fundamental human desire: being understood, being favored.

And that, dear readers, is exactly what marketing research is all about. We may not be dealing with darling debutantes and dashing dukes (if only), but we are in the business of uncovering what makes people tick, what makes them fall head over heels, so to speak, for a product or service.

So next time you're indulging in your Bridgerton fix, keep an eye out for those hidden gems of consumer behavior that are still relevant in our industry today. Even the Regency elite had to figure out what made their hearts flutter and heads turn, and that's something that transcends time and, dare I say, streaming subscriptions.

Who knows, maybe after a good dose of Bridgerton and a cup of marketing research tea, you too can unlock the secrets of your brand’s consumer ton―be it for the ideal (customer) match or the perfect (marketing) strategy for the upcoming season.

Want to chat about how W5 can help your brand find its glittering success? Reach out today!