Custom Research
Two clients can spend the same amount for entirely different reasons - segmentation is how you tell them apart.
The five study types
Spending alone doesn’t tell you much. Two affluent clients who spend identically may be buying for opposite reasons - one for recognition, one for privacy, one out of habit, another out of genuine desire. Client segmentation looks past the transaction to lifestyle, attitude, behavior, and motivation, and groups clients by how they actually decide, not by how much they spend.
High spend doesn’t mean similar taste, habits, or motivation.
This study separates your client base by behavior, lifestyle, motivation, and buying pattern, rather than by spend tier alone - giving you distinct, addressable segments instead of one broad “affluent” audience.
There’s always a person behind every segment.
This study builds out the needs, motivations, and behavior behind each client group, going beyond who your client is to explain why they act the way they do.
Winning a client and keeping one are two different problems.
This study identifies what sustains a valuable client relationship - trust, service, recognition - and what quietly signals a relationship is weakening, before it’s lost.
A satisfied client doesn’t automatically become a loyal one.
This study measures whether a client’s experience is genuinely memorable, not just adequate, and shows which moments turn a satisfied client into an advocate.
What a client spends matters less than where else they spend it.
This study measures how much of a client’s total category spend actually reaches your brand versus your competitors, and where the room to grow it actually is.
Custom engagement. Fielded once, exclusive to one client, never syndicated or resold.
The Decision Arc
Every discipline follows the same five-stage decision. Here is what we study at each stage, and how.
Most engagements begin by naming the decision rather than the method. Tell us what has to be decided and by when, and we’ll scope the right study against it.