With headquarters in Singapore and additional
offices in London, New York, Dubai and India, Agility Research & Strategy
provides market research services globally for clients seeking the opinions of
high net worth individuals. Agility backs its claim of being "Fluent on the Affluent™” with an experienced team of consultants from numerous
nationalities who possess knowledge of market research, brands, and the
cultural nuances that exist in its various markets.
To find out a bit more about this new CASRO member
company, we posed several questions. Here’s how they responded:
Amrita Banta founded
Agility in August, 2011
How does Agility go about accessing the
opinions of affluent consumers in various markets?
To access the opinions and thoughts of affluent
consumers, Agility employs various recruitment methods. We gain access to
hard-to-reach respondents via arrangements with specific airlines, credit
cards, country clubs and high-end/luxury memberships, etc. The result is a
large panel of high net worth individuals. Something that is very important
here is not to over-use participants – hence, our database is constantly
refreshed, reviewed and updated to ensure the quality of our respondents. From
a market research standpoint, how are affluent people different from other
undertake a path to purchase not dissimilar to other consumers. However, how
they see brands and how they relate with these brands are different in that
they are far more discerning and demanding. The company’s Agility Affluent
Suite™ is aimed at understanding the affluent’s path towards a purchase, while
complementary services seek to uncover potential levers that can tilt the
choice towards our clients’ brands. Proprietary research, "the Agility Affluent
Syndicated Studies” seek to continuously measure the pulse of the affluent and
their views about luxury and the world in general.
Agility breaks income levels into five
categories. The two "premium” segments at the bottom of the chart tend to
have a global consistency, while the three affluent respondent types are
selected based on the income of their respective countries.
Top 60% of income
Top 40% of income
Top 20% of income
High Net Worth
AUM* 10 million
Ultra High Net Worth
AUM 30 million +
*AUM = Assets Under Management
How does data collection differ in Asia compared to other
There are many cultural nuances across the Asia
markets. Agility's team of researchers and consultants come from over a dozen
nationalities, so they are very much in tune with the cultural aspects of these
diverse markets. In short, we speak the same language. Whether it is our online
panel, street intercepts in Jakarta,Indonesia, IDIS in Shenzen, China, focus
groups in New Delhi, India, we use our own moderators and tools to engage with
respondents.In terms of methodology, we tend to work in the comfort zones
of our respondent. We use a mix of mobile, online, telephone and most
importantly F2F to reach these specialized target groups.
What Asian countries are consumer brands targeting the most?
For most brands, there currently is a huge
opportunity in Asia - primarily the Chinese market as well as the Southeast
Asian markets and India. This is a function of the growing population,
but also of the growing affluent middle class and evolving purchase habits and
brand loyalty. India is also of importance to many premium brands, again
as a result of the growing consumption in these wealthy, ‘emergent’
markets. Singapore, Indonesia, Hong Kong and even some of the Middle East
markets like Dubai, are important in terms of consumption,but also as a
hub for brands. We have helped many premium brands understand consumers in
these markets and sharpen their marketing strategies.
What industries are the most active in
market research to the affluent Asian market?
brand, whether it be Coca Cola that has its premium beverage Vitamin Water, to
Coach, which sells their handbags, are active in Asia. Our clients span fashion
brands, cosmetics, jewellery, automobiles, retail, consumer goods, hospitality
and travel, private financial institutions and banks. We also work with
companies in media, as well as beverages, alcohol and gaming.
Where are your customers based? Has this
Our customers are based around the globe with their
core interest being Asia Pacific. A large number of our clients come from
Singapore, Hong Kong, China, India, the US and Europe. A shift that we have
seen is that an increasing number of firms/organizations in the USA and Europe
have turned their focus to Asia.
What do you consider the biggest challenges
in securing respondents (regardless of data collection mode)? How are you
Recruitment is always the most challenging part of
getting respondents, so we take great effort to retain and maintain our panels.
Through the use of well-considered partnerships and our own initiatives we are
able to target based on income, on ownership (vehicular, property, etc.) on
purchase or purchase intention. This has been through heavy investment in
our panels and databases; we have partnerships with some very specialized
organizations as well as others such as frequent flyer programs.
discussion at headquarters office, Singapore.
What makes your company unique compared to
First and foremost it is our focus on the Affluent
and Mass Affluent consumers across the Asia Pacific. Second is our respondent
reach and panel that covers these people. We are able to target and
recruit participants on a range of interesting criteria: income, ownership,
purchase intention or purchase made – we are able to recruit based on our
client’s needs. We also set ourselves apart from other MR firms in that we have
a range of ways to support our clients. We provide strategy consultation,
which we do for large MNC’s and eventually design research which fits and
confirms strategy. Finally, Agility distinguishes itself in its client
servicing and quality of delivery. We believe in quick, agile, accurate
turnarounds on quotes, questions and projects. We deliver nothing but the
best in data and insights to our clients, which translates to our client
retention being a point of pride.