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1.
Hip-Hop's 30th Birthday: Brands and the Seven Ciphers of Afro-American Urban Culture
Geoffrey Precourt, Warc Exclusive, October 2009
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 ...
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2.
Introduction to the 2009 Heath & Wellness Segmentation Study
Futures Company, Yankelovich MONITOR LIVE, May 2009
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
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3.
Find the right lifestyle group and spot your key customers
Richard Baker, Admap, May 2009, Issue 505, pp.40-41
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 ...
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4.
The Element of Risk
Futures Company, Yankelovich MONITOR Live, July 2008
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
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5.
Three generations, one big market: a new segmentation of India
Dheeraj Sinha, ESOMAR, Asia Pacific Conference, Singapore, April 2008
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 ...
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6.
Advertising to the 50-plus market
Jo Rigby and Dick Stroud, Warc Reports, by OMD and 20plus30 Consulting, November 2007
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 ...
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7.
Insights vs findings: lessons learned from the trenches
Marsha E. Williams, ESOMAR, Consumer Insights Conference, Milan, May 2007
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 ...
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8.
Y Reports - 10 Things You Need To Know About Boomer Women
Futures Company, Yankelovich MONITOR think tank, 2007
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
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9.
Merging minds and matter - actionable segmentation powered by data fusion
Manjima Khandelwal, Shuchi Sethi, Daniel Jenkinson and Adam Murphy, ESOMAR, Annual Congress, London, September 2006
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 ...
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10.
Patient insights - a typology of chronically ill patients
Joachim Scholz-Ligma and Nicole Weber, ESOMAR, Healthcare Conference, New York, February 2006
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 ...
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11.
Y Reports - 10 Things You Need To Know About Men 18-34
Futures Company, Yankelovich MONITOR think tank, 2006
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
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12.
Y Reports - 10 Things You Need to Know About Echoes
Futures Company, Yankelovich MONITOR think tank, 2006
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
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13.
Y Reports - 10 Things You Need to Know About Grandparents
Futures Company, Yankelovich MONITOR think tank, 2006
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
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14.
Y Reports - 10 Things You Need to Know About Baby Boomers
Futures Company, Yankelovich MONITOR think tank, 2006
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
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15.
Society, brands and the media: a three dimensional view of the world
Sheila Byfield, ESOMAR, Consumer Insights, Barcelona, November 2005
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 ...
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16.
Segmenting by lifestyle in low income markets: the case of Peru and Mexico
Rolando Arellano Cueva, ESOMAR, Latin America Conference, Buenos Aires, September 2005
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 ...
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17.
'It's as vital as the air that they breathe …'
Fidelma Price, Chrissie Wells and Julie Hindmarch, International Journal of Market Research, Vol. 47, No. 5, 2005, pp.487-500
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 ...
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18.
How important is ownership?
Chris Middleton, Market Leader, Issue 29, Summer 2005, pp.54-55
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 ...
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19.
Drivers of change: New lifestages and lifecourses. Implications for marketeers
Roger Donbavand, ESOMAR, Age Matters Conference, London Jan 2005
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 ...
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20.
Baby boomers are changing the face of 50+
Xenia P. Montenegro, ESOMAR, Age Matters Conference, London Jan 2005
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 ...
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21.
U.F.O. (Understanding Fifties and Over). Getting older, thinking younger
Jo Rigby, ESOMAR, Age Matters Conference, London Jan 2005
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 ...
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22.
Life frames: A new approach to researching young target groups
Axel Dammler, ESOMAR, Age Matters Conference, London Jan 2005
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 ...
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23.
Y Reports - New Health Horizons, A New Look at 50-65's
Futures Company, Yankelovich MONITOR think tank, 2005
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
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24.
Is lifestage losing its meaning?
Davina O'Donoghue and Louise Steele, Admap, September 2004, Issue 453, pp.24-27
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 ...
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25.
Overcoming the communication gap. Public-private partnerships towards sustainable lifestyles
Martin Lichti and Christian Loewe, ESOMAR, Responsible Marketing, Berlin, May 2004
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 ...
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26.
Emerging trends for health and functional food products in China
Peter Lee, ESOMAR, Asia Pacific Conference, Shanghai, March 2004
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 ...
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27.
Is this tribe local or global? The role of attitudes and behavior in building passionate consumer relationships with brands in Asia
Rimmelle Freedman, ESOMAR, Asia Pacific Conference, Shanghai, March 2004
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 ...
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28.
Lifestyle segmentation of the Chinese consumer
Forest Ma, ESOMAR, Asia Pacific Conference, Shanghai, March 2004
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 ...
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29.
The impact of low birth rates towards the life stage segmentation model in CRM
Andy Kung, Mayer Lam and Ivy Cheung, ESOMAR, Asia Pacific Conference, Shanghai, March 2004
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 ...
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30.
Consumer lifestyles
Douglas Parker, ESOMAR, Retailing/Category Management, Dublin, Oct 2003
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 ...
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