Decoding
Affluence
Starting with buyer personas and ideal customer profiles, we decode the behaviour of our 30,000-member affluent panel to define your strategic foundations.
GDPR Compliant, Secure & Human
The Affluence Spectrum
When we say ‘affluent’ we mean the top 10% of the global population, from mass affluent to billionaires.
Global wealth segment population data for ideal customer profile targeting
| Wealth Segment | % of Global Population | Total People Worldwide |
|---|---|---|
| Billionaire | 0.001% | 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 Affluent | 10% | 600,000,000 |
Who is on the panel?
The buyer persona panel represents diverse cohorts. From investors to royalty, sporting legends to art collectors.
Buyer persona panel membership is maintained through proprietary research & rigorous editorial selection.
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![Investor buyer persona reviewing his portfolio, part of our ideal customer profile panel]()
Investors
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![Sport legends buyer persona representing high-earning athletes on the affluent panel]()
Sport Legends
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![Philanthropist customer persona representing UHNW giving and foundation leadership]()
Philanthropists
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![Yacht owner ideal customer profile representing billionaire and UHNW maritime lifestyle]()
Yacht Owners
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![Art collector buyer persona representing UHNW cultural and acquisition behaviour]()
Art Collectors
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![Royalty customer persona representing international royal households on the panel]()
Royalty
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![CEO buyer persona representing Fortune 500 leadership on the ideal customer profile panel]()
CEOs
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![Singer buyer persona representing high-earning recording artists on the affluent panel]()
Singers
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![Content creator customer persona representing wealthy digital-first audiences]()
Content Creators
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![CMO buyer persona representing senior marketing decision-makers on the panel]()
Chief Marketing Officers
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![Model buyer persona representing high-earning fashion talent on the affluent panel]()
Models
How do we use the panel?
The most powerful asset in advertising is the truth. Truth happens when you listen to your audience before speaking to them.
We distil before we draft
Before we put pen to paper, we hand-vet the 100 humans who best fit your ideal customer profile.
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Wealth / Age / Marital Status / Location / Gender / Seniority
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Yachts / Jets / Cars / Art / Businesses / Real Estate
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Industry / Interests / Philanthropy / Collecting / Roles / Personality
We map human truth to drive affinity
We discover the brands they trust, the media they consume, the way they live and make purchase decisions.
Cultural Footprint
Media Ecosystems
Lifestyle Codes
Emotive Traits
Head
Heart
Hands
We use our affluent panel to find human clarity.
We turn moments into movements.
We find placements that signal true belonging.
Going deeper
Our psychographic process provides clarity without the cost or bias of focus groups. However, for deeper product-focused feedback, we can arrange private interviews or digital groups.
We are not a data company
Our affluent panel is a secure, human tool we use to help you build better products, services & campaigns by knowing your customer. We never sell database access. We trade in Strategy + Creative², not information.
GDPR Compliant, Secure & Human
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
Questions worth answering
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If your campaigns reach affluent eyeballs but conversion stalls, you have a targeting problem disguised as a creative one. Psychographic personas are the first step to solving that. Let’s have a conversation about yours.
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Most buyer personas are proto-personas (made up internally). Ours are based on at least 100 people who are hand-vetted to match your ideal target customer. By knowing your customer we maximise reach, resonance and results while minimising cost per action. If your current personas feel thin, let’s look at that.
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We manually vet every panel member and never sell database access. We abide by the principles of the GDPR and only use our panel for strategic marketing insight. Let’s discuss how our approach can help your next brand project.