Subject Index
 

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 ...

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 ...

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 ...

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 ...

This paper presents the main results of research carried out at the beginning of 2002, based on a 2,000 case survey, concerning lifestyles in Uruguayan society. The main objective is to contribute to ...

This paper looks at the changes taking place within western societal values and more specifically at the implications for brands and advertising. It is based upon exploratory qualitative research cond ...

This paper describes how research, with the use of technology, can be applied to various decision-making processes throughout the production and marketing stages of real estate. A traditional construc ...

This article explores the characteristics and attractiveness of UK older consumers to marketers. It shows that the UK's ageing population is potentially a dominant segment of the consumer market of th ...

This article examines the way we go about building conceptual models to analyse quantitative market research data. It positions the discussion within the context of the scientific paradigm and develop ...

This paper examines the way that we go about building conceptual models to analyse quantitative market research data. It positions the discussion within the context of the scientific paradigm and deve ...

Today's consumer products marketers enjoy richer sources of information than ever before, including product purchase panels, category attitudinal surveys, media usage tracking panels and surveys, reta ...

Life stage segmentation can benefit media planning. It can help direct advertising activity in terms of creative message and media mix. The Newspaper Society has developed a series of lifestage descri ...

Labels such as 'Generation X/Y/Z' fail to reflect reality: consumer behaviour transcends age. Generation X and Y are found to be outdated and inaccurate labels with not much relevance for today. The i ...

This paper identifies changes of consumption attitudes and characterizes values in the lifestyle of Asian youth, namely young people in their twenties, and their homogeneity and differences using surv ...