Selling to The New Elite

APPENDIXOur Methodologies for Studying the Affluent and Wealthy

WHEN WE ADD UP THE INTERVIEWS, questionnaires, and focus groups we have conducted, and the successful people in business we have worked with in the process of building our understanding of America’s wealthiest households, we realize that we have had the pleasure of speaking with over 10,000 people of means during the past half decade. This appendix briefly describes the methodologies we used in our larger quantitative studies.

Throughout our research, we have been fortunate to have sponsors who devoted their time and thoughtfulness in helping us refine our research, focus our sampling methodology, and fine-tune the implications for their specific categories. These sponsors have included ...