Warc index
 

The transition of Hip-Hop from musical movement to major urban culture - and the opportunities and challenges it presents to marketers and brands - is the focus of this presentation to the Association ...

This article discusses recent US consumer trends in health and wellness, in the context of the healthcare debate. Wide-ranging reforms of government healthcare are planned. People are worried about th

US consumers fit into six lifestyle segments, and success for brands lies in targeting the right segment. The six lifestyle groups are labelled and typified by `poster people’: the unmistakeable (Pari ...

This presentation discusses consumer attitudes to risk. Risk-takers want things to be new and different, rather than "playing it safe". They value authenticity and "feeling good", enjoy novelty and do

Advertisers and marketers have expended substantial resources in trying to appeal to the youth market in India, but this has largely led to the neglect of understanding the market as a whole. This pap ...

This joint research report by OMD and 20plus30 Consulting aims to help marketers understand how older consumers in the UK respond to different types of advertising. Key findings include: the 50-plus a ...

How does one differentiate between findings and insights? Can it be concluded for research in the private sector that the principle difference between findings and insights is one's ability to transla ...

This 2007 report is based on the Yankelovich MONITOR, providing insights on US Baby Boomer Women. They are shown to have personal focus and relish novel experiences, which they can have more off with

The paper through a case study will discuss an innovative segmentation approach that delivers actionable segmentation to marketers. It proposes segmenting consumers based on 'the cognitive mental proc ...

In a survey among 500 chronically ill patients in Germany, three heterogeneous clusters could be identified: the actively informed; the uninformed disciples; and the critical deciders. The three clust ...

This 2006 report is based on the Yankelovich MONITOR, providing insights on American Men aged 18-34. They are shown to be invested in being knowledgeable, have high expectations about the future and t

This report uses data from the Yankelovich MONITOR to describe the generation of US consumers known as Echo Boomers who were aged between 16 and 26 in 2005/2006. It is identified that novelty and new

This 2006 US report leverages the insights provided by the Yankelovich MONITOR, identifying the new opportunities to market to grandparents by connecting with their new attitudes and evolving marketpl

This 2006 report leverages the insights provided by the Yankelovich MONITOR, identifying the new opportunities to market to Baby Boomers by connecting with their new attitudes and evolving marketplace

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 ...

This paper shows the market strategy of aiming at the highest income population rather than the mass population ignores tremendous opportunities for entrepreneurial growth existing in developing count ...

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 ...

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 ...

Many marketers use “life stages” such as pre-family, family, empty nester and the retired to define consumers but this paper argues that these categories no longer reflect UK society. Using case studi ...

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 ...

This 2006 report is based on the Yankelovich MONITOR, providing insights on the attitude to health in the US 50-65 year old bracket. Three quarters of these are from the Baby Boomers generation, chara

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 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 ...

The Life Stage segmentation model has been widely used in the area of analytical CRM and target marketing. The model is based on the use of customer demographics data and classifies a business organiz ...

The Shoprite supermarket group in South Africa grew from eight suburban stores in Cape Town in 1979 to an international group of 634 stores in 2003, spread through 13 African countries. Most of the gr ...