Subject Index
 

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 ...

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 ...

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 ...

This paper describes how Unilever Bestfoods integrated and totally changed the role of market research within its organisation in order to align with its business growth strategy. To drive growth, the ...

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 paper demonstrates how intelligent analyses of existing single source databases can help identify key groups of “early adopters”; not just in terms of demographics, but in terms of lifestyle and ...

The last decade has seen the fruits of the oil boom materialize in the form of foreign brands, satellite TV, affluence and hence shifting mindsets. A new generation has appeared. Weaned on satellite T ...

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 ...

This paper presents the findings from a study designed to investigate the use of interactive psychographics to develop cross-selling strategies. Interactive psychographics is the process of identifyin ...

The current availability of on-line direct marketing databases provides numerous opportunities for marketing professionals to improve their marketing strategies and tactics. This paper illustrates the ...

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 ...

Simmons Market Research and Looking Glass have taken a truly innovative step which has produced the next generation of powerful database marketing. Together, they have married two worlds - consumer ma ...

Since its introduction in 1994, Kompas has been a very successful value measurement system used for media-planning, marketing strategy formulation and many other purposes. It has been used particularl ...

This paper examines the growing need for electronic data security measures to be put in place in market research organisations. It uses research available in the United Kingdom on private companies an ...

The paper focuses on issues associated with ethical behaviour and research on the internet. The authors note the reasons for increased interest in research on the internet and describe the link betwee ...

The paper presents a two-dimensional value system centred around modern traditional and individual versus socially orientation. It is shown how the dimensions are derived and how they relate to other ...

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 ...

Psychographics, the idea that people's attitudes and beliefs can be determined and the resulting profiles applied to the way they might perceive advertising messages, can be used to enhance convention ...