Abstract:

This paper presents four case studies of research projects which our firm has conducted recently among attractive, but hard-to-reach audiences. - The American Chicle Youth Poll, a landmark study of the attitudes and opinion of American youth, ages 8 to 17. - The Influential Americans, a continuing study of the attitudes, behavior, and lifestyles of a group of precursors within the general American population who strongly influence our political, social, economic, and marketplace trends. - The Study of the Premium Class, an investigation of the culture and psychology of affluence, conducted among the top 2% of income earners (i.e. adults from households with a combined annual income of $100,000 and over). - INRAGOLD: A Multinational Study of the Affluent, which provides the first detailed picture of the lifestyles, product usage patterns, brand awareness and media habits of the wealthiest consumers—defined as the top 5% of income earners—in each of 9 European countries and the United States. Each case study discusses the research challenge, the methodology which we employed, and a brief discussion of some of the most interesting findings.