MVI Marketing Ltd. (MVI) has introduced cost effective consumer research services, to tap all levels of research requirements in the diamond industry. A Desktop Product Assessment Platform (DPAP) has been launched through its Jewelry Consumer Opinion Council (JCOC) division. This programme is available as a licensed software programme for jewellery manufacturers, designers and retailers, and is implemented through the internet. Its scope allows a market survey during the launch of new products to ascertain marketing/promotion/design aspects via the internet.

"Every level of the jewellery, gem and watch industries has a need for consumer research, to ensure they are making decisions that will be profitable," says Marty Hurwitz, CEO of MVI. The users of DPAP compile their data on the computer and feed in a drop down menu of customised questions (a maximum of 12 questions per study) with images. Each question in the study costs $50. A client can conduct any number of studies with results available within a few days.

For the launch year 2008, the company will waive the licensing fees, and has kept a one-time set up fee of US$795, making the service affordable to many levels of companies. “Using DPAP will help stop the potentially 'slow sellers' from making their way into retailer's display cases, saving both manufacturers and retailers millions of dollars a year," said Hurwitz. The service is meant for the North American consumers, and is available through MVI's Jewelry Consumer Opinion Council (JCOC) panel.