Consumer behaviour: Changing trends

 

In this article, WARC Online's James Aitchison and Geoffrey Precout discuss the main findings of the first day of the ESOMAR Congress 2008, held in Montreal. The areas considered include the impact of ...

In this article, James Murdoch, of News Corp and BSkyB, argues that marketers are operating in a fragmented media world on the one hand, and in increasingly interconnected societies on the other. In ...

In this article, WARC Online's US Editor, Geoffrey Precourt, discusses the major insights from the ESOMAR 2008 Automotive conference. These include the fact that different vehicles can reflect the per ...

A large number of people now live in 'megacities' - that is, cities with 10 million+ inhabitants (there are now 29 of these). This article reports on a study of the attitudes of people living in megac ...

This article summarises the book 'Microtrends: surprising tales of the way we live today', by Mark J. Penn and E. Kinney Zalesne (Penguin, 2008). The key premise is that modern societies are no longer ...

This article summarises the book 'Groundswell: winning in a world transformed by social technologies', by Charlene Li and Josh Bernoff (Harvard Business School Press, 2008). The book's central premise ...

In this article, Carlos Grande, of WARC Online, reviews Microtrends: surprising tales of the way we live today, by Mark J. Penn and E. Kinney Zalesne. As well as offering some background information r ...

This article considers current cultural trends, and argues that the world needs creativity and imagination if humans are to survive. In recent years technology has outrun our ability to adapt, forcing ...

This article reports on an annual survey (telephone and face-to-face) of 26,000 US consumers about categories and brands they use. For the first time in 11 years, 97% of the categories tracked have sh ...

Marketing is inevitably linked with levels of consumption, an unsurprising outcome given that the vast percentage of communications to date have been directed at increasing volume, share, profit and c ...

This paper explores how to research the lives of consumers in China using a mixture of ethnographic and online research techniques. An analysis of how young people in the country's behave online found ...

Content explosion. Multi-tasking. Spoilt for choice. These are the sorts of terms that sum up life for young people today. This paper seeks to gain a more detailed insight into the lives of this age g ...

It is a truism of market research that the sociocultural identity of the consumer is carrying more and more weight in the selection of products, brands or services. This rule applies particularly to m ...

The symbiosis of developers (business), government agencies, and consumer desires is entering a new era in the US market, bringing the consumer lifestyle to places it has never been, though possible o ...

Research can measure the effectiveness of women's empowerment initiatives in the Muslim world economies. It has a role to play in quantifying international program assumptions about Muslim women's des ...

With new consumerism and new technology, Engagement Marketing is changing the way brands connect with consumers. Marketers in Asia will increasingly need to provide mechanisms where consumers can inte ...

Consumers should be at the heart of client innovation initiatives. This paper provides brand owners with a fresh perspective when thinking about how to involve consumers in processes linked to innovat ...

This paper addresses one of the core roles of market research, that of a translator between the business objectives of clients and the needs of people, and demonstrates that it is increasingly importa ...

Understanding the underlying needs of Asian women in using new products and services will provide a compass for the innovation journeys of companies. Exploring the innovations described by women in t ...

The opening of the Indian economy has also produced a new, emerging Indian mindset that is finding its roots in the Kshatriya values of the traditional warrior class as opposed to the Brahminical valu ...

This paper looks at the longitudinal analysis of different categories in Asia to understand how the market is evolving and to compare the direction of evolution with the European market. The aim is to ...

This article describes research by Synovate in China into consumer attitudes and behaviour, and compares the country with the US and UK. The research is drawn from Tier 1 in the affluent urban populat ...

In this Forum article, Adele Gritten addresses the challenges facing the media industry as a result of the concurrent trends of media and brand proliferation, market saturation and technological devel ...

Idle time is becoming more important in cities like Mexico. Because of that, we saw the chance to make an influence on its increasing significance by converging with the leisure industry in general, w ...

Based on GfK Roper Reports' Worldwide (RRW), a survey conducted annually since 1997 in at least 25 countries including major Latin American countries, the paper identifies consumer lifestyle trends an ...

Making sense of change is key to business survival and business growth, particularly for a business serving the constantly changing needs and wants of consumers. This paper argues that identifying 'tr ...

This paper provides an indication of how specific types of analyses based on trend data can help to anticipate and reduce the uncertainty associated with the future. Specifically it describes how thi ...

The BRICs markets - Brazil, Russia, India and China - are coming under increasing focus. As well as being seen as potential future cornerstones of the world economy, they are significant markets today ...

This report discusses the growing obesity epidemic, from a global perspective. It includes information on how obesity is defined via the Body Mass Index (BMI), obesity levels in the top 25 most populo ...

Argues the importance of distinguishing between long-term trends, which have real impacts on and opportunities for the business, and short-term fads which fail to last (such as the Atkins diet). Compa ...