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The Affluent Oversample
Subscribers to the 2004–05 MacroMonitor may obtain the 2004–05 Affluent Oversample, which consists of 1,500 additional affluent-respondent households.
The first affluent mass market is now established. In 2002, 15% of U.S.households qualified as affluent—having either a total annual income of $100,000 or more or total assets, excluding the primary home, of $500,000 or more. The impact of the economy and the equity markets has not been the same across all affluent households. As the mass-affluent population evolves, marketers must not treat it as a homogeneous group. Effective ways to segment the affluent market for both strategic and tactical purposes are increasingly important.
Affluent Oversample Deliverables
- The Affluent Top-Line findings constitute a comprehensive document that provides answers to every question, including trends from the prior wave filtered on the affluent households.
- The affluent report, America's Affluent: Roadmap for the Twenty-First Century, is an analysis volume that consists of a concise executive summary of the changes, challenges, and opportunities for institutions seeking to serve the affluent market. Also, it provides an in-depth analysis of each of six affluent segments in a text-and-graphics analysis that sizes the segments, trends and analyzes changes, and provides directions and implications for each group.
- Subscribers receive a set of Customized Tabulations that define the target populations by which all results are tabulated. Subscribers may select up to 18 populations; answers to the entire questionnaire are available in a three-volume set.
- Subscribers schedule—at their convenience in their offices—a Presentation of Findings focused on the affluent. Subscribers may select the topic of specific interest from two presentations:
— U.S. Millionaires: The Rich Get Richer
— The Mass-Affluent Opportunity.
- All Optional Deliverables under the standard MacroMonitor deliverables are available as part of the Affluent Oversample option.
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