Most luxury professionals think they need more research. In reality, they often need to make better use of the intelligence that already exists.

In this solo episode of Luxe Consumer IQ, I break down how luxury strategists use secondary research to understand affluent consumers, identify growth opportunities, and build stronger brand strategies — often before spending a single dollar on primary research.

You’ll learn how to find credible luxury market insight without commissioning a new study, buying expensive subscriptions, or relying on opinions in the room.

You’ll learn what secondary research actually is, why it matters in luxury strategy, and how to use existing intelligence to quantify opportunity, ground your brand plan, and remove guesswork. This is the work behind strong market analysis, smarter consumer insight, and decision-ready strategy.

I also share a practical framework I used inside global luxury organisations to organise market intelligence, evaluate opportunities, and build stronger brand plans. Along the way, we explore some of the most valuable secondary research sources available to luxury marketers — and how to combine them with internal data to develop a deeper understanding of consumers, markets, and growth opportunities.

If you’re early in your luxury career, or you’re building a brand plan without access to a large research budget, this episode will help you think more strategically about the information already available to you — and how to use it with greater confidence.

CHAPTER MARKERS:

00:00 Secondary Research for Luxury Strategy

01:29 Define Secondary Research (Free Sources)

03:02 Three-Layer Luxury Insight Framework

03:45 Wealth Reports: Knight Frank, UBS

05:43 Luxury Category Trends: Bain Altagamma

07:40 Affluent Consumer Research: GLAM Monitor

09:48 CRM Data: Behaviour Beats Attitudes

10:49 How to Use Secondary Research

11:46 Luxury Strategy Homework Exercise

Topics covered: Luxury Strategy, Luxury Consumer Insights, Luxury Market Research, Luxury Marketing, Affluent Consumers, High-Net-Worth Consumers (HNWIs), Consumer Behaviour, Brand Strategy, Market Intelligence, Secondary Research.

LINKS:

Join the course waitlist https://www.luxeconsumeriq.com/waitlist

Newsletter: www.luxeconsumeriq.com/newsletter