Private/For-Fee Services – information on affluent consumers provided by market research and consulting companies
Byline: Pamela Paul
MARKET RESEARCH AND CONSULTING COMPANIES THAT CAN PROVIDE INFORMATION ON BEHAVIOR AND ATTITUDES OF THE RICH, WITH FEES VARYING ACCORDING TO THE SCOPE OF A PROJECT:
* AMERICA’S RESEARCH GROUP
Creates the Consumer Mind Reader, a bimonthly national survey of consumer behavior as it relates to 18 different retail shopping categories, and creates industry-specific indexes of buying behavior. Contact: www.americasresearchgroup.com or (800) 723-3253.
Compiles information from research companies like MRI, Simmons and Scarborough, and adds a geographical component. Allows you to find out where the wealthy live, as well as where to find the wealthy who invest in X or who believe Y. Has the ability to find out where people who earn $500,000 a year live. Contact: www.claritas.com or (800) 866-6520.
* GALLUP, HARRIS INTERACTIVE AND ROPERASW
These companies all offer poll data on consumer attitudes, lifestyles, trends, values and behaviors. Contact: www.gallup.com or (202) 715-3030; www.harrisinteractive.com or (877) 919-4765; www.roperasw.com or (212) 599-0700.
* MEDIAMARK RESEARCH, INC.
Its Survey of American Consumers, based on the responses of more than 25,000 adults nationwide, provides demographic, media behavior and lifestyle information, as well as product and service usage data. Includes a tab on households that earn $200,000 or more annually. Contact: www.mediamark.com or (212) 884-9200.
* MENDELSOHN MEDIA RESEARCH
Publishes the Mendelsohn Affluent Survey, the granddaddy of upscale guides, and the Mendelsohn Affluent Travel Survey. Both offer detailed information on how the $75k+ market uses media, products and services. According to Mitch Lurin, president of Mendelsohn, the criteria for being deemed affluent changes rapidly. “We keep changing our definition of the affluent, especially in the last 5 or 10 years,” says Lurin. “It’s now adult household heads with $75,000 income or more. Three years ago, it was $70,000+, and 3 to 4 years before that it was $60,000. The affluent are hovering around 25 percent of the total population now, but because of bad economic conditions, we’re holding back on changing our definition yet again.” Contact: www.mmrsurveys.com/mhomefrm.htm or (212) 677-8100.
* THE NPD GROUP
Provides syndicated and custom research on consumer purchasing behavior and attitudes across myriad commercial and consumer industries, covering products ranging from video games to housewares. Contact: www.npd.com or (516) 625-0700.
* SCARBOROUGH RESEARCH
Conducts detailed demographic, shopping, lifestyle and media usage research in the largest 75 U.S. markets. Covers more than 1,200 brands, products and categories in more than 70 retail categories. “I think the wealth transfer will have a significant impact on the Baby Boom,” says president and CEO Bob Cohen. “Boomers have not been savers, and their preparation for retirement didn’t start until much later in life – too late to make up for the indulgence of earlier years. The money they get from their parents’ generation will help bail them out.” Contact: www.scarborough.com or (212) 593-4100.
* SIMMONS MARKET RESEARCH
Conducts the National Consumer Survey twice annually, which reports on consumer consumption behavior, activities, attitudes, finances and media usage. Includes a tab on households where the annual income is $250,000 or more. Contact: www.smrb.com or (212) 598.5400.
* SRI CONSULTING BUSINESS INTELLIGENCE
This business consulting spin-off of independent nonprofit research institute SRI International conducts research on a wide range of consumer issues, including attitudinal surveys of Boomers on inheritance. Contact: www.sric-bi.com or (609) 734-2048.
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