Syndicated Research · Wave 2 · Coming Soon · December 2026
What should we ask the world’s wealthiest next?
The next wave of Experience Economy 2.0 is taking shape. And before it goes into the field, there’s room for one more question.
Wave 2 expands the series into eight markets, bringing new perspectives from China and the UAE alongside the Wave 1 markets.
The research goes into field in October 2026, with findings released in December 2026.
- Verified HNWI and UHNWI
- 750+
- Global marketsUS · UK · Germany · France · India · Singapore · China · UAE
- 8
- Qualitative conversations
- 12+
- Conjoint + MaxDiff + behavioral segmentation
Wave 1 gave us the baseline. Wave 2 takes it further.
Experience Economy 2.0 was built to look beyond what affluent consumers say they value and examine the choices, trade-offs and experiences behind those preferences.
Wave 1 established the first layer of that picture. Wave 2 expands the conversation.
The same mixed-method foundation returns, now across a broader market footprint and with space for new questions about how wealth, experience and expectations are evolving.
- 500+Wave 1750+Wave 2
- 6Wave 18Wave 2
- 9Wave 112+Wave 2
The next wave is still being written.
Research questions usually begin inside boardrooms. This time, we’re opening the door a little wider - Researchers, Marketers, Strategists, Luxury leaders. People who spend their days thinking about the HNWI and UHNWI experience.
What is one thing about wealthy consumers you wish you could ask them directly?
Your question could become part of Wave 2.
Put a Question Into the FieldWho will answer?
Wave 2 will bring together 750 verified HNWI and UHNWI consumers across eight markets. Alongside the quantitative study, 12+ qualitative conversations will add depth to the numbers - exploring the lived experiences, expectations and tensions behind the choices affluent consumers make.
Eight markets. One evolving picture.
Luxury does not mean the same thing everywhere.
Wave 2 brings China and the UAE into the series alongside the six Wave 1 markets, creating a broader view of how wealth, culture and market context shape expectations.
The result will be a richer cross-market lens on where expectations converge - and where they diverge.
From question to field to finding.
01
Shape the instrument
Wave 2 questions are finalized, including selected questions contributed through the omnibus.
02
Field
Research goes into the field in October 2026 across eight markets.
03
Analyze
Qualitative and quantitative findings are brought together to identify patterns, trade-offs and emerging signals.
04
Release
The Wave 2 intelligence is released in December 2026.
The question is still open.
Wave 2 has not gone into the field yet.
Wave 1 is available in full to subscribers. Subscribers may add their own questions to Wave 2 before it fields in October 2026.
Fielded to ESOMAR standards. ISO 27001 information security. GDPR, CCPA and DPDP compliant.