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Related Articles

There are 7 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

A fickle but valuable segment

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.

Untangling psychographics and lifestyle

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.

How do vehicle owners feel about hybrids?

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.

Why marketers fail to understand the mature market

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.

The new cultural mix

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.

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

In Case You Missed It... February 2012

News and notes on marketing and marketing research: Cash vs. credit; QR code shortcomings

Familiarity breeds contempt? A study of positive bias in online communities

Many researchers are concerned that ongoing, long-term interaction between consumers and brands causes heightened brand awareness and affinity among an engaged and informed sample. This article addresses whether engagement leads to positive bias, based on research from Communispace.

Fusing ethnography and interrogational research into a new modality for health care research

Fusing ethnographic and traditional research methods can help health care researchers better understand patients’ viewpoints, uncover how treatment decisions are made and develop more effective positioning and messaging strategies.

In Case You Missed It... August 2011

News and notes on marketing and research: Americans working more; women hide purchases; digital screen personalities

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

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.

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