Splendid Meeting You!

 

wedding industry market researchSplendid Insights is the leading wedding market research firm, providing unbiased research on the $298 billion global bridal industry. 

Founded in 2009 by behavioral psychologist and wedding business expert Liene Stevens, Splendid Insights was created to find answers to questions that wedding professionals were actually asking.

While writing her first book on marketing weddings to millennials, Liene became frustrated by the type of bridal consumer research being published. She knew the wedding industry was multifaceted and influential and yet entire sections of it went ignored.

Survey questions tended to focus solely on spending and offered little insight into the behavior that went into finding and hiring wedding vendors and suppliers, including how today’s brides and grooms use both traditional and digital media. 

When it did come to spending, wedding budgets were lumped into two categories: average and luxury. Luxury weddings were defined as anything over $60,000 and there was very little data available on weddings with six- and seven-figure budgets.

In addition, most market research was owned by bridal media or tech companies and presented with bias, highlighting areas that served their profit centers and keeping anything unflattering under wraps. Unbiased market research often came with a hefty price tag, starting at $10,000 per user license – doable for a big-box registry chain, but out of reach for the majority of wedding businesses.

Splendid Insights was intentionally designed to make consumer market research accessible to the creative businesses that are the backbone of the wedding industry: a floral shop owned by a mother and daughter team, a husband and wife photography studio, an invitation designer who got her start on Etsy, a wedding planning company run by a single mom, and so on. 

Our reports are written in easy to understand, non-scientific language and include well-designed charts and graphs so that you can quickly get the insights and wedding statistics you need to make confident business decisions. 

Splendid customers range from solo entrepreneurs to Fortune 500 companies and include wedding and event creatives, hotel groups, jewelers, lifestyle retailers, media companies, tourism boards, management consulting firms, and more.




MEET LIENE

 

wedding business consultantLiene Stevens, the founder and president of Splendid Insights, is an author, speaker, and behavioral psychology expert helping brands build and keep their reputation as wedding industry leaders.

Named by Special Events magazine as one of “12 Young Professionals to Watch,” Liene's research on the millennial generation is currently taught in the MBA curriculum at three top-tier US universities and cited in multiple scientific and academic journals, including the African Journal of Hospitality, Tourism, and Leisure.

Liene is also the founder of Think Splendid, a management consulting firm specializing in helping wedding industry leaders succeed. Her past life includes strategic development for NGOs and government institutions around the world, as well as producing events for NGOs, corporations, and running her own event consulting firm. She is also the co-founder of Form+Function, which provides professional-grade, legally compliant human resources materials for companies with less than 100 employees. Form+Function was acquired in 2013.

Respected for her discretion and no-nonsense advice, Liene works behind the scenes with wedding brands around the world, helping them increase profitability, market share, and shareholder value. She has personally trained thousands of wedding and hospitality professionals and her classes are described as “incredibly comprehensive, approachable, and great fun."

Liene is frequently interviewed on the business of weddings and her expertise has been featured in hundreds of media outlets including The New York Times, Forbes, Vogue, CNN, Reuters, and The Wall Street Journal. She has served on the Board of Directors for the New York Metro chapter of the International Live Events Association (ILEA) and on the Advisory Board for the Wedding and Event Institute.

In addition, Liene is the author of two books: Speak Now or Forever Hold Your Peace: Marketing Your Wedding Business in Today's World and Luxe Love: Marketing and Selling Luxury Weddings

Photo of Liene by Cameron Clark of Cameron + Kelly Studio