Case study

Profiling the Global Affluent Segment

Client/Situation

Our client wanted a multi-country segmentation to gain a more detailed understanding of the affluent market’s needs and its various sub-segments across their global footprint. The purpose of the research was to determine globally and within each key country the dimensions that define the affluent segment and its actionable sub-segments, the size of the affluent segment and sub-segments by country, and perceptions of our client and strategies to increase market share.

Approach/Solution

Additionally, panel sample was insufficient in some countries. Phoenix Marketing International conducted an 11-country survey using online and intercept computer-assisted personal interviews (CAPI).

Results

The research delivered an in-depth understanding of the affluent consumer segment and sub-segments in each of the 11 countries, enabling the client to tailor its positioning, products, and communications to target those specific sub-segments within the affluent market.

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