The Challenge
McIntosh is a name synonymous with high-end audio systems, celebrated for their craftsmanship and performance. Yet, among a new generation of listeners, amplifiers were an unknown concept, let alone an aspirational one.
To secure its future, McIntosh needed to understand who their Ultra-High-Net-Worth Individual (UHNWI) consumers were today and how to resonate with the evolving status needs of the next generation.
The Unlock
Through a bespoke approach, we recruited UHNWIs and potential HNWIs with a passion for music to participate in in-home ethnographic interviews. These deep explorations uncovered their definitions of luxury, the role of music in their lives, and the ideal purchase journey. We enriched these insights with expert interviews on luxury experiences and brand positioning, providing a well-rounded understanding of modern high-fidelity consumers.
The Impact
We defined how luxury intersects with music and audio systems, identifying past, present, and future consumers for McIntosh. These insights shaped a roadmap for appealing to them through innovative products, tailored communications, and elevated experiential offerings. This foundational work played a pivotal role in crafting McIntosh’s new brand positioning and strategy, ensuring it remains a benchmark of audio luxury.
