CASE STUDY
Supporting the strategic repositioning of a major international art brand.
A major international art brand led its category, but competitors were catching up while total art spend stayed flat. We partnered with Savanta to build a revenue-first segmentation of the world's high-net-worth art buyers and show where the next five years of growth would come from.
Then we turned it into strategy: two priority audiences, the KPIs to track them and an 18-month roadmap.
AT A GLANCE
The results
of global art spend mapped, across six segments sized by wealth, spend and influence.
of attendance headroom found.
segments identified as the immediate priority, worth around $50bn a year in art spend.
oUR APPROACH
What we did
Surveyed 1,047 people
A 20-minute survey of art-engaged HNW and VHNW individuals across the Americas, Europe and Asia.
Built six segments
Statistical analysis defined six audience segments, each sized by people, wealth, spend and influence.
Went deeper with qual
22 depth interviews and six focus groups across the US, UK, Hong Kong, China, Korea and Japan.
Found the headroom
We mapped the funnel from awareness to purchase by region to show exactly where the audience drops away.
Built synthetic humans
AI personas for every segment, so teams can test ideas and ask questions whenever they need to.
Turned it into strategy
Growth opportunities force-ranked against eight investment criteria, then priority KPIs and an 18-month roadmap.
THE OUTCOME
Insight built for decisions
Two priority segments
450k people to focus on: one segment to grow in volume, one to grow in spend.
Analysed the headroom
We found gaps in brand understanding and perceived exclusivity keep customers away, and both can be fixed.
Clear calls on expansion
New areas for the brand to expand into were mapped based on interest and potential profitability.
Funnel KPIs
Proposed targets for brand, fairs and membership, such as lifting familiarity from 30% to 42%.
An 18-month roadmap
We mapped plans for membership, VIP experiences, international expansion and more. All with owners, KPIs & actions.
Data at the centre
A shift in advantage from buyer access to buyer access and intelligence, with a full strategic plan mapped.
oUR partnership
Giving clients the best of both worlds
Savanta is a global insights consultancy recognised for its market intelligence and audience segmentation expertise. Together, we brought Savanta's rigorous fieldwork and analytical depth, and our direct access to industry stakeholders, deep data engineering and strategic growth lens. It's a partnership we draw on to deliver smart, actionable insights.
Ready when you are