Consumer attitudes: Lifestyle, psychology, psychogra...

 

The brand challenge goes beyond identifying motivations and needs. What inspires a 'shared moment' that links a consumer with a brand? The analogy is with dancing - how do consumer and brand come to b ...

Insight has become almost a cliché in contemporary marketing and research. There are many different definitions and, even worse, an assumption that the word will mean the same to one individual as it ...

Certain archetypes seem to be more prevalent and applicable to certain cultures, yet do not resonate with others. The key question is whether something can be superimposed on archetypes that can help ...

Why do people who prefer the taste of Pepsi faithfully buy Coke? Will the Catwoman movie trailer make you want to see the film? Researchers hope to unravel media mysteries like these with neuromarketi ...

This paper explores how as much as 20% of the UK’s biggest retail promotion budgets are wasted by advertisers who continue to try to talk to all Britons in the same way. Clilverd believes that the jo ...

Christophe Fauconnier, global accounts director of Synovate Censydiam, argues that most conventional segmentation techniques fail to answer the most important question: 'How can we move people to enga ...

12 million adults across the UK have a reading age of 9 to 14. That’s the equivalent of being able to read the Sun. In other words, they can read and write, they just don’t read and write very well. P ...

This study looks at adolescents’ attitudes towards materialism in urban China. Since the one child per family policy was introduced, parents’ expectations of their offspring’s material success have ri ...

For young people across the globe making a connection with like-minded friends and a social network is a priority and all of them are immersed in the process of ‘becoming’ who or what they aspire to b ...

A young consumer’s-eye view of youth lifestyles in Singapore examines how marketers should approach this group. Priming messages to young, educated markets is an investment in a brand’s future. Succes ...

The articles shares research into 18-24-year-old ‘urbanites’, described by media magnate Rupert Murdoch as ‘digital natives’ because they have grown up in the era and know nothing else. Forty eight pe ...

Gaming, in certain forms, is becoming more acceptable and has a place in education. The author explains how simple online games can be a valuable learning tool and describes how gaming has been used i ...

This paper looks at the role market research can play in understanding, measuring and applying emotion to the brand management process. Using a model based on universal archetypal needs driving human ...

This paper attempts to broaden the scope of how we look at consumption and consumers, unlock markets beyond the boundaries of tangibility and expand the utility value of brands. In today's world of ov ...

This paper briefly introduces the external realities of Turkey today as dictated by recent history, economics and demographics. The most relevant sets of dichotomies that define the value-space for Tu ...

Global marketing is undoubtedly now an established discipline. More and more strategies are designed to capitalise on common consumer characteristics across the world. This paper outlines some of the ...

With a relatively stagnant market, regulated to the point of no advertisements, SMA baby milk was hoping to increase its awareness of the sector. Through developing a segmentation approach to understa ...

As marketing-related literature shows, luxury-brand marketing to the segment of personally oriented consumers has not been investigated to a full extent, rendering it difficult to base marketing strat ...

Argues that consumers are becoming less driven by desire for ownership of possessions and more interested in other kinds of value (experiences, emotions, ethics and engagements). Segmentation analysis ...

Discusses the psychology of play, and argues that `play’ values are increasingly being adopted (by adults as well as children) as a corrective to `work’ and stress. Various psychologists’ theories are ...

Chris Hackley, professor of marketing at Royal Holloway College, London University, argues that today social identity is a 'pick'n'mix stall', where consumers express their identity through a range of ...

The population aged 50 years and older is poised to explode around the globe, because people born after World War II, the Baby Boomers, are moving into this age cohort and will reinvent aging. Boomers ...

This paper describes the research conducted by OMD UK Group into the 50+ market. The first phase of the research was carried out in the United Kingdom and is now being rolled out across Europe. Some o ...

This paper discusses a new qualitative research approach to win meaningful insights in young consumer markets. The tool Life Frames® is based on the understanding that the consumer’s demands are drive ...

Davina O’Donoghue and Louise Steele, of EVO Research and Consulting, argue that lifestage is no longer an adequate segmentation method. They report on research comprising multi-lifestage workshops in ...

The paper describes the challenges of environmental communication within a policy of sustainability. Based on empirical studies, which were launched by the Federal Environmental Agency, the paper show ...

In China, as incomes rise and western style foods become available, obesity is a growing problem - 26% of people are overweight and the trend is likely to continue. As a result, there are big opportun ...

The paper introduces an actionable way of understanding how brands express their core values to address consumers' fundamental motivations. We believe there are a set of universal needs that brands ca ...

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance. Our own experience as marke ...

Although lifestyle research is abundant in western countries, similar research is absent in China due to historical reasons. More recently researchers and organizations have begun to pay attention to ...