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Marketing Research Articles Related to Psychographic Research

Marketing Research Articles Related to Psychographic Research

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The new cultural mix

Published
April 1999
Author
Susan Saurage-Altenloh
Abstract
Segmenting is more than slicing a market into age-defined consumer groups. This article discusses segmentation in today’s culture, detailing four age groups and three buying power markets shaping today’s product demand.

Understanding European youth

Published
November 2000
Authors
Carl Rohde and Ole Christensen
Abstract
The world of children and teenagers has changed a great deal during the last decade. In order to get a better understanding of young people in Europe, GfK Europe Ad hoc Research has established a continuous tracking survey entitled “Hopes and Fears: Young European Opinion Leaders.” This article discusses the survey, including its methodology, objectives and findings.

Untangling psychographics and lifestyle - a psychologist's view of consumers

Published
November 2000
Author
David D. Fish
Abstract
The terms “psychographics” and “lifestyle segmentation” have permeated the marketing literature and practice in recent years. This article is a short review to clarify what is meant by these ill-defined and imprecise terms, including a brief overview of how consumer psychologists view the components that drive human behavior.

Why marketers fail to understand the mature market

Published
December 2002
Authors
Carol M. Morgan and Doran J. Levy
Abstract
For at least a decade, marketers have been told about the mature market’s affluence and size, yet this market is virtually ignored. This article discusses marketers’ failure to understand the mature market.

Study looks at what drives first-time car buyers

Published
October 2006
Authors
Lonnie Miller and Jeff Martini
Abstract
First-time car buyers are hard to entice but can provide a valuable source of ongoing sales. The article summarizes results from a Polk study that explored the various factors that motivate these consumers.

Segmentation study determines Greyhound ridership

Published
April 1989
Author
Joseph Rydholm, Quirk's Editor
Abstract
Greyhound Lines Inc. used a psychographic segmentation study of its ridership, conducting 500 in-terminal interviews in 10 major markets and 400 interviews in seven small markets, to obtain a clearer picture of its customers.

How do vehicle owners feel about hybrids?

Published
August 2008
Author
Scott Pimley
Abstract
Reports on a survey of hybrid-vehicle owners, which questioned the drivers' reasons for purchase, satisfaction with their purchase, expectations toward gas mileage and preferences for alternative fuels.

An examination of strategies for panel-blending

Published
July 2009
Authors
Michael A. Fallig and Derek Allen
Abstract
This article offers a report on a research-on-research project which sought to measure the effects of respondents’ various personality traits on their participation in online research.

Laddering showed Infiniti how drivers viewed its Around View Monitor technology

Published
October 2009
Author
Matt Schroder
Abstract
Infiniti used laddering to better understand how a host of new technologies met, or didn’t meet, car buyers’ unstated psychological motivations and how the technologies supported the Infiniti brand.

You can learn some interesting things when you force consumers to stop using - or make them use too much of - a product

Published
December 2009
Author
Bryan Urbick
Abstract
Deprivation research, in which a consumer’s favorite product is withheld from them, is a useful market research tool but is more powerful when inundation research is run in tandem. Forcing product usage on a group of consumers can uncover equally compelling findings, the author argues.

Research shows the power of telling a good story when creating advertising aimed at kids

Published
February 2010
Author
Charles Young
Abstract
Marketing to kids requires the ability to harness the power of pictures, the author argues. Teaching adult marketers how to look at a brand and view a commercial as a child does is the most valuable contribution researchers can make to the creative development process.

Using the Hallmark moment to illuminate the significance of the grandparent-grandchild relationship

Published
February 2010
Authors
Leslie M. Harris and Paul Johnson
Abstract
Marketing to a mature audience in the 21st century requires a unique understanding of how to pull at grandparents' heartstrings. The key to success with grandparents is creating modern Hallmark moments that illuminate the significance of the grandparent-grandchild relationship - and realizing that today's grandparents aren't your typical old folks.

What Casablanca can teach us about conducting more effective ad research

Published
April 2010
Authors
Charles Young and Amy Shea
Abstract
By analyzing the emotional beats of a pivotal scene from Casablanca, the author explores how a similar approach to ad testing can help researchers improve their relationships with advertising creatives.

Let’s be prudent in our use of neuroscience for marketing and advertising research

Published
August 2010
Author
John Owen
Abstract
While the ability to examine consumers’ brain waves to test their reactions to products, services or advertising shows promise, the author argues that care should be taken in the use of neuromarketing research techniques.

In Case You Missed It... January 2011

Published
January 2011
Author
Quirk's Staff
Abstract
News and notes on marketing and research: What you watch on TV says about your personality; Walmart's surprising sales decline; Arylessence's 2011 trends

Comprehensive study uses research to do Sigmund a solid

Published
February 2011
Authors
Nima Srinivasan and Edwin Wong
Abstract
A report on findings from the Yahoo!/Added Value Connectonomics project, which examined how women use social media and other Web-based outlets to grow, share, shop and explore.

How 3-D storytelling collages can jump-start focus group discussions

Published
May 2011
Author
Susan Fader
Abstract
The author explains how 3-D collaging gives respondents a wider range of artifacts with which to express their feelings on a product or service, potentially unearthing a richer lode of insights.

Using neuroscience effectively

Published
May 2011
Author
Graham Page
Abstract
In an excerpt from The Branded Mind, a new book on neuroscience research by Erik du Plessis, Millward Brown’s Graham Page offer his firm’s assessments of neuroscience techniques and how to get the most out of them.

Trade Talk: Advice on how to approach neuromarketing research

Published
May 2011
Author
Joseph Rydholm, Quirk's Editor
Abstract
In an e-mail interview, Quirk's Editor Joseph Rydholm talks with Duane Varan - chief research officer, the Disney Media and Advertising Lab; and executive director, Audience Research Labs, Murdoch University - to discuss the release in March of the first output from the ARF NeuroStandards Collaboration Project.

In Case You Missed It... August 2011

Published
August 2011
Author
Quirk's Staff
Abstract
News and notes on marketing and research: Americans working more; women hide purchases; digital screen personalities

 

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