US. Research company Unity Marketing is launching a new Luxury Consumer Tracking Survey of affluent US households.
“Connecting with the consumer is the key trend word today. After the past two years of global turbulence, luxury marketers are no longer guaranteed that the prestige of their brand will resonate with today’s increasingly discriminating and cautious affluent shopper,” commented luxury marketing expert and Unity president Pam Danziger.
“To bring new insights about luxury consumers and provide market intelligence for marketing and strategic planning is the goal of Unity’s new Luxury Consumer Tracking Survey,” Danziger said.
From January 2004, every two months, 500 affluent consumer households will be surveyed to assess what luxury products and services they purchased over the past two month period, how much they spent, and their future spending plans.
To study variations within the high-end market, perspectives of three different segments of the luxury market will be gathered, based on household income: US$75,000-US$100,000 (upper middle); US$100,000-US$150,000 (affluent); US$150,000+ (super-affluent).
In addition to the tracking service, Unity will offer direct access to its consumer panel to pose exclusive questions and gather brand attitude and awareness measures.
