What?

Audience segmentation is the process of segmenting your audiences into specific groups so that you can better understand them, and then optimize your products, brands and campaigns to their needs. Brands can segment their audiences by demographic, behavioral, psychographic (attitudes) and geographic criteria.

Why?

The problem for luxury brands, is that many important demographic criteria, such as wealth level, are missing from most marketing datasets. This makes it almost impossible for a high-end brand to confidently employ luxury market target audience definition techniques which are readily available for mass market brands.

Who?

Brands such as Bupa, La Prairie, Bentley, OMNIYAT, Garrard, The Olympics, The Royal Mint, Marquee and Palmer Square Capital Management use our luxury audience segmentation tools. They have utilized our unique wealth audience profiling tools to segment their ideal audiences and construct VIP marketing strategies for their top-end clients, and so can you.

Define your ideal
customer profile

Affluent Audiences are the world’s leading experts on wealthy audience profiling, segmentation and consultancy. Our uniquely powerful dataset underpins all your strategic decisions. Check out the criteria below and let’s build your ideal audience.

Demographics

  • Define your audience’s ideal minimum and maximum wealth precisely. For example, a net worth of $7.5m to $23m.

    Alternatively, pick from one of the wealth definitions on our ‘wealth segments’ page.

  • Define your ideal audience’s minimum and maximum age precisely. For example, you might want to analyze the behavior of people between the ages of 28 and 42.

  • Do they need to be single, married or divorced? You tell us, we do the rest.

  • If you cater to a specific continent, country or even city, let us know and we will craft your seed audience. We have good coverage in all continents, from the US to Europe, the Middle East, Asia, Africa and the Pacific.

  • Do they need to be men, women, or a mix of both? Tell us the precise ratio you need and our sample audience will match your needs.

  • If the criteria you would like to use is not shown here, that’s okay. Just book an appointment and let’s see what we can do.

Interests

  • Does your ideal customer work in a particular industry? Choose from agriculture, cars, aerospace, eduction, energy, minerals, fashion, beauty, finance, legal, logisitics, transportation, manufacturing, media & entertainment, the arts, healthcare & wellness, politics, real estate, retail & hospitality, royalty, sport, tech, telecoms or brief us on any industry you don’t see here.

  • Do you need to optimize your campaigns and products on audiences that are interested in specific pastimes and hobbies? We can do that.

  • Does your ideal customer profile support world peace or human rights? Animal kindness or youth and women’s empowerment? Food security or infrastructure? Or just philanthropic givers in general? We cover this in your onboarding, and build the audience to suit your requirements.

  • Do they need to be collectors of art, antiques, cars, wine, watches, whisky, jewellery, handbags, diamonds, coins or something else? Give us the challenge and we’ll produce your seed audience to your specification.

  • Does your ideal customer need to be a business owner or a CEO? A marketing director or a business coach? You tell us, and we deliver.

  • Does your brand sell a product that is only interesting to introverts? Is your solution only for those who are driven to succeed? We consult for brands who need to segment by personality frameworks such as the big five (OCEAN), DISC, needs and values, leadership style, emotions, sentiment, drives and motivations, social dynamics, temporal and orientation tendencies.

Ownership

  • Ultra-exclusive brands can often use ownership or chartering of yachts as a qualifier. We can even get as specific as yachts of a certain size eg super yachts (29m to 60m), Mega Yachts (60m to 90m) or Giga Yachts (90m+).

  • Super-luxury customers will often be owners or charterers of private jets, so this can be a useful qualifier. Where available, we can even craft your seed audiences based on the level of jet, from very light jets to mid-size jets, super mid-size jets, long range jets and executive liners.

  • It’s no secret that many wealthy people own luxury or super-cars. Sometimes they own a whole fleet. You can specify the value of individual cars, the total value of a fleet or the brands or types in question.

  • Collecting art is a passion for many affluent audiences, but it’s also a smart business investment. If needed, we can even specify the artists or types of art collected when crafting your seed audience.

  • With more wealthy families being self-made these days, owning a business (or several) is par for the course. Specify what industry (or industries) it needs to be in, or how large it needs to be.

  • Owning a real estate portfolio of a particular type, size or value is one thing - owning in a particular region is another. Whatever best describes your audience. Brief us, and we’ll get crafting for you.