This paper aims at analyzing the particular features taken on by a segment commonly called the young population, defined as such only on the basis of an age bracket classification, in a country marked by political, economical and social instability. Based on a two-wave quantitative study conducted in 1999 and 2003 and on qualitative studies carried out in 2004 among 14 to 24 year old respondents living in Buenos Aires, this analysis proposes a re-signification of certain attributes closely associated with the stereotyped concept of 'youth', in the hope of providing organizations targeting this segment a better understanding of the impact unstable contexts have on young adults' attitudes and behaviors.
This paper delves into children and their relationship with the characters that make up their world, their features, origins, aesthetics, the stories in which they are involved and the different roles played. Preferences for local vs. global, fiction vs. reality, what is explicitly targeted to them vs. teenage and adult proposals, cartoon format vs. âlive actionâ, male vs. female characters and the values they represent are examined.
This paper describes a new segmentation methodology based on socio- cultural variables which combined with socio-demographic variables tell of a new reality - vital stages that in the past respected a certain temporal sequence but which today are less well-defined often jumbled in a different order than would be expected and with the possibility of repetition in an individualâs life. Therefore the classical demographic segmentations have lost the power to describe homogeneous groups of people and to predict their social behaviours. In contrast Ufefimes can contribute to decisions on strategies that in the context of globalisation require a clear identification of the similarities and differences.
This paper expresses a growing concern over globalisation and new market research demands and is a review based on factual experience regarding the problems and pitfalls facing multi-country research in Latin America with the purpose of helping manufacturers and researchers avoid these problems.