From our previous research, we know there’s still more to learn about loyalty. And that’s why this report is called "Fidelity." Lost in the sea of points, badges, invites to special events, etc., there is a layer of connection and commitment among customers that we think needs a new type of classification and investigation. If the Affluent aren’t feeling loyalty to brands but still keep coming back, are they just settling for convenience? We know that personalization and customization are important, but how can personalization work on a mass-scale? Finally, we want to understand what a customer’s fidelity is worth to a brand and what challenges and opportunities still exist.
methodology
affluence collaborative team
- researchers
- quant masters
- strategists
- planners
- moderators marketers
- qual specialists
- visionaries
- explorers
One of the distinct benefits of The Affluence Collaborative is our ability to work with different research specialists as topics demand. That means that new thinking from a variety of new participants finds its way easily into the network that is The Affluence Collaborative. Recent collaborators have included:
New perspectives, new strengths, new talents ... these are the fruits of our open-door approach to keeping The Affluence Collaborative fueled with fresh ideas.
one-hour pre-interviews with our members help us generate our hypotheses
MoreCalls with our members enable us to get a sense of the kinds of big picture issues they are currently facing. These issues help shape our inquiries in order to ensure that the research that results is relevant and not simply just curious from a theoretical perspective.
one-hour thought leader and advisory panel interviews
MoreInterviews are conducted with a host of specialists who are expert in the area under investigation and whose professions bring them into frequent contact with the affluent. Accessing the expertise and experience of these specialists is a means of casting a searchlight into the affluent psyche to gain perspective on changes that may be taking place and trends that may be forming, before they become widely apparent. Harnessing their expertise allows us to channel insights from many different individuals via a single interview. These interviews have included everyone from retail experts and wealth managers to consumer behavior experts and psychiatrists ... from religious leaders and academics to digital strategists, lifestyle experts and a host of others.
in-person and online consumer salons
MoreSalons include eight individuals from each the aspirational, affluent, and wealthy sample groups, as well as from the general population. These interviews follow the structure of the draft quantitative questionnaire, and have a twofold goal. First, they serve as a "pilot" study for the questionnaire itself, allowing us to optimize and develop it by learning which questions yield the richest responses and where the wording should be clarified. They also help us identify any additional areas of importance that we may have omitted from the questionnaire. Secondly, the salons are a means of adding depth and texture to the learning we garner from the quantitative. Although there will not be enough salons (or participants) to be representative in themselves, in combination with the robust quantitative study they will be a valuable and enriching complement.
quantitative survey
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What we aim to offer members in each quarterly study is information and a point of view that will help them make decisions, shape hypotheses, and plan for the future. Each study culminates in a quantitative piece comprised of a 20-minute online survey which is fielded by a highly respected global panel. We maintain a limited number of 'baseline' questions (i.e., feelings about economic well-being, attitudes towards life, etc.) from quarter-to-quarter to track long-term changes, but devote the majority of the questionnaire to the specific quarterly topic.
We have selected these targets with the goal of allowing meaningful differences in attitudes and behaviors to emerge among the segments, enabling members to make critical strategic and tactical decisions. The total sample per quarter is 1200 respondents.
presentation of findings and considerations
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The Affluence Collaborative presents findings, insights and Considerations - the strategic, actionable items pulled from the research - in quarterly two-hour calls with members. While the particulars, of course, vary, the principal elements include an executive summary, a big picture take on the topic, key qualitative and quantitative components, and the all-important findings and Considerations.