HNI Concept Evaluation

Challenge

Standard Chartered Bank needed to evaluate a new Priority Private Level product concept among High Net-Worth Individuals (HNIs) with assets under management (AUM) of USD 1–10 million. The challenge: this ultra-niche audience represents less than 3% of the general population in key markets.

Our Approach

ADNA deployed a mobile-first, precision-targeted survey across five markets simultaneously:

✅ Singapore

✅ Hong Kong

✅ Mainland China

✅ Taiwan

✅ UAE

We achieved 300+ qualified completes per market, covering both core HNI respondents and priority customer sub-groups — within a 10-day turnaround.

Outcome

• Successfully reached a rare audience (<3% incidence)

• Captured nuanced data across five diverse wealth markets

• Enabled market-specific segmentation and sharper positioning insights

• Provided robust inputs for product refinement and internal business case development