HNWI survey 2010

Accessing wealthy clients and marketing to rich people in Japan represents a major challenge. In a shrinking market, knowing how to deal with affluent consumers who often form the solid base for a brand, can become an essential asset.
In order to understand how rich people spend, it is important to understand brand images. Japan Access will conduct a study which is the first to take a detailed look on the way HNWIs in Japan perceive luxury brands, hotel brands, high-class travel agencies and concierge services.

The specificity of the survey is summarized in the following points:
- We are accessing a network of 7,000 HNWIs which was built up over a course of 8 years through personal interaction by a Japanese HNWI specialist. The relationship of trust that our Japanese business partner has with those rich Japanese enables the execution of the survey.
- The length of the survey would normally make it impossible to make HNWIs answer it (it takes longer than 1 hour to fill out). In our case, the HNWIs have agreed to support our study and invest their time to provide us with detailed information on their consumer behavior.
- Sensitive data (assets, income, real estate ownership), that was accumulated over the course of 8 years, will be connected to the information we will gather through the survey. The results will be anonymised in order to protect the privacy of the respondents.
- The survey includes hand-written essays, hand-written statements on brand perceptions, and a personality analysis.
- We are able to interview and survey the same individuals again, making it possible to construct longitudinal studies.

We selected 500 individuals from the 7,000 HNWIs resulting in the demographics shown in the figure HNWI_SURVEY SAMPLE.

Instead of constructing the questions based solely on our own expertise, we welcome the input of industry experts.

Through a cooperation of the industry with our researchers, it would be possible to create a win-win situation. Parties who are highly interested in questioning Japanese HNWIs will be able to influence the questionnaire to fit their specific needs. We would be able to get a clearer picture of what questions are of high value and relevance to the industry.

The following table provides more details on the categories of the questionnaire and which specific questions we are planning to include.