The gap study

Author: Lynne O'Shea

Abstract:

This paper reports the advertising strategies developed by Foote, Cone & Belding, based on the Group Attitude Profile Study done by our client, the First National Bank of Chicago. In 1971-72, the Bank undertook one of the most extensive consumer attitude and segmentation studies ever done by a retail banking institution in America. The GAP Study (Group Attitude Profile Study) utilized demographics, lifestyle profiles, and psychological paradigms to gather data from one thousand consumers in the Chicago area on both independent and dependent variables. Fifteen factors emerged.

Lynne O'Shea

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