Review of Hakuhodo's 'Asian Women, New Lives, New Aspiration' survey

Tim Broadbent

The paper is a review of Hakuhodo's 'Asian Women, New Lives, New Aspirations' survey, a study published in 2008 which segmented women of 12 Asian cities into five attitudinal clusters.
Review of Hakuhodo

Review of Hakuhodo's 'Asian Women, New Lives, New Aspiration' survey

Tim Broadbent Ogilvy & Mather Asia Pacific

Introduction Hakuhodo published Asian Women, New Lives, New Aspirationsin 2008. It is based on survey research carried out in 2007 which segmented women of 12 Asian cities into five attitudinal clusters. Hakuhodo claims the research reveals 'how Asian women now see their lives' and their 'basic values', which it says are 'essential information for those developing detailed communication and marketing plans'. However, both the validity and interpretation of the results may be questioned....

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