The earliest and most effective way to evaluate the success of new products and services is by understanding the impact amongst Early Adopters. The wealthy are more likely to be Early Adopters than the population as a whole, so provide an ideal testing ground to predict what trends, products, or services will be popular in the future. It is therefore important for any brand, whether operating in the premium space or not, to understand the wealthy consumer.
Torie will take us through data which supports this argument, and discuss how researching the wealthy is different from mainstream consumer research, in terms of some of the practical challenges it poses.
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