Market Research Agency

Our market research agency provides data-driven audience intelligence for luxury brands. Gain actionable buyer persona frameworks, precise psychographic segmentation, and high-converting lookalike audiences that transform raw audience insight into measurable commercial performance across media, product, and campaign strategies.

  • We build your ideal customer profiles from real, hand-vetted members of our affluent panel. You get buyer persona examples grounded in genuine behaviour, wealth and taste, so every decision is geared toward real people in your target audience.

  • Our psychographic profiling and demographic segmentation show how your target audiences or customers cluster by wealth band, values, motivations and lifestyle. You see which segments hold the most commercial value, where they overlap, and where they differ, so your targeting and budget follow the people most likely to buy.

  • We decode consumer behaviour across your competitive landscape, identifying why premium prospects hesitate and how to remove friction from the buying journey. This strategic clarity, grounded in behavioural economics, aligns product design, pricing strategy, and campaign messaging to drive immediate, measurable conversion.

  • Once we know your best segments as real people, we define the traits that make them valuable. Those traits become lookalike audiences you can scale across paid media and social, plus a clear audience strategy for finding more of the right people. Our targeting packs help you grow reach without diluting relevance or wasting spend on the wrong crowd.

  • Guesswork is expensive. Our audience research and market research give your campaigns a factual foundation: the media they consume, the language they use, the brands and people they already trust. Creative teams brief from truth, media teams plan with confidence, and your luxury marketing strategy works harder because it centres on real, known audiences by aligned teams.

  • Marketing, product, media and retail often work from different pictures of the same customer. We give you one shared, evidence-based view your whole team can use. It aligns internal thinking, briefs agencies and partners consistently, and means everyone from campaign to product is building for the same real person, not competing ideals.

Buyer Personas
Built on people

Most buyer personas are made up. Ours are built from real people, hand-vetted to match your ideal customer profile. You get browsable customer personas grounded in genuine wealth, ownership and behaviour.

Hand-vetted buyer personas, ideal customer profiles, real behavioural and ownership data, and buyer persona examples you can browse.

Persona case study

The Panel
30,000 members

Our panel spans 30,000 affluent individuals, from investors and founders to royalty, sporting legends and art collectors. These are people traditionally impossible to reach through research, segmentable by net worth, age, location and interest. Membership is held through proprietary research and rigorous editorial selection.

Buyer persona example of a C-suite executive mapped through market research
Customer persona representing female tech founders analyzed via psychographic segmentation
Psychographic segmentation profile of an art collector and gallery founder
Consumer behaviour analysis profile of a professional athlete and sports figure
Demographic segmentation example for luxury fashion target audiences
Behavioural economics profile of a mobile executive decision maker
Buyer persona of a company founder constructed using market research analytics
Psychographics and lifestyle profile for high-net-worth sports enthusiasts
Market research customer persona example of an UHNW yacht owner
Consumer behaviour and psychographic profile for high-earning creative performers
Panel case study

30,000-member affluent panel, segmentable by wealth and interest, maintained through proprietary research and hand vetting.

Market sizing and demographic segmentation by global wealth tier - Market Research Agency

Market sizing data used by our market research agency to construct ideal customer profiles, from mass affluent to billionaires
Wealth Segment% of Global PopulationTotal People Worldwide
Trillionaire1.2 × 10-8%1
Billionaire0.001%3,323
Ultra High Net Worth (UHNW)0.01%510,810
Very High Net Worth (VHNW)0.1%4,380,000
High Net Worth (HNW)1%36,400,000
Mass Affluent10%600,000,000
Mass Affluent | 10% | 613m
HNW | 1% | 36.4m
VHNW | 0.1% | 4.38m
UHNW | 0.01% | 510,810
Billionaire | 0.001% | 3,323
Trillionaire | 1.2x10−8% | 1

Global Reach
Affluence mapped

When we say affluent, we mean the top 10% of the global population, from mass affluent to billionaires. We map your audience across this spectrum and across regions, so your demographic segmentation matches where your customers are.

Global wealth mapping from mass affluent to billionaire, regional coverage, and population sizing across every tier. Sources: Altrata ’25 and UBS Global Wealth Report ’25.

Wealth mapping case study

The Method
Head, heart & hands

We hand-vet the people who best fit your ideal customer, then decode them through behavioural economics and psychographic segmentation. We map their media ecosystems, lifestyle codes, cultural footprint and the emotive triggers behind how they decide. This is consumer behaviour understood, not assumed.

Video illustrating consumer behaviour data and market research analytics layered over an urban environment

Profiling case study

Hand-vetted cohort of 100, psychographic and behavioural decoding, media and lifestyle mapping, and decision-driver analysis.

In Practice
One panel, many uses

One insight set feeds your whole marketing engine. Use it for campaign ideation and creative strategy, media planning, partner and influencer identification, retail and product ideation, social and SEO content, and VIP client handling. The truth about your audience improves every decision that follows it.

Digital devices displaying media consumption touchpoints mapped during our marketing research process
Healthcare case study

Campaign and creative strategy, media planning, influencer identification, product ideation, social, SEO content and VIP handling.

Market Research Agency Data Security and Privacy

Secure & Human
Not a data company

We never sell database access. Our panel is a secure, human tool for building better products, services and campaigns by knowing your customer. We abide by GDPR principles and use the panel for strategic insight only. For deeper product feedback, we can arrange private interviews or digital groups.

GDPR-compliant, human-first research, plus optional private interviews and digital focus groups.

VoC case study

Brands that use customer insight are 23x more likely to win new customers.

23x

Real Returns
The value of knowing your audience

8 in 10 marketers say knowing their audience drives effectiveness.

8 in 10

Companies that lead on customer understanding grow revenue 2x faster.

2x

Companies that act on customer insight are 19x more likely to be profitable.

19x

Client testimonials for our ideal customer profile and buyer persona work

“Niki has a deep understanding of her audience and a clear, strategic vision for what success looks like. It was genuinely inspiring to work with her”

Naomi Cykiert, Marketing Lead Europe, Fortune

“Working with Niki was an eye opener. She is a true master of her craft, and understands, more than most, the cultural and contextual nuance of our UHNW audiences”

Nawaf Rajeh, Executive Director of Marketing Innovation, Diriyah Company

“Niki has a rare ability to build and execute winning strategies for Ultra-High-Net-Worth Individuals. She applies a laser-sharp focus to targeting, positioning, and engagement.”

Muhammad Raheel Walayat, Chief Marketing Officer, DAMAC Properties

“Niki built a scalable system to grow, nurture and convert our Fortune 500 CFO audience. We now get high recommendation rates that convert again and again.”

Shelly Adams, The Finance Business Partner

How we work
Your clear path to audience affinity

Stop guessing
Start a conversation

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  • Most buyer personas are proto-personas, built internally from assumption. Ours are based on real people, hand-vetted to match your ideal customer profile. By knowing your customer through genuine behaviour and psychographics, we maximise reach, resonance and results while lowering cost per action. If your current personas feel thin or invented, we can show you the difference real audience research makes. Let’s talk about yours.

  • Yes. We manually vet every panel member and never sell database access. We abide by the principles of the GDPR and use our 30,000-member panel for strategic marketing insight only. It is a secure, human tool for understanding your customer, not a data list. We’re happy to walk through our approach and how it protects your brand on any project. Let’s discuss what you need.

  • As a specialist market research agency for luxury brands, our projects take between 4 weeks and 6 months for full audience analysis and strategic guidance, depending on the breadth and depth of the scope. Our proprietary panel allows us to move faster than traditional market research agencies on this hard-to-reach cohort. Audience profiling should take place before spending on media, creative or product, giving your team insights to align around, and creating the groundwork for ongoing campaign, content or SEO work.