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Research papers

Youth in flux

Youth In Flux examines the new reality of youth around the world, their individual and collective goals, and the life strategies they use to survive and thrive in a difficult world. Learn how a highly collaborative process between client, agency and...

Catalogue: Congress 2017: Visionary
Authors: Pernille Kok-Jensen, James Guerrier, Christian Kurz, Sammy Kong
Company: MARE
September 4, 2017

Research papers

Silver age in CEE

ERSTE Group wanted to understand the lifestyles of people over 50 years old, including what segments can be found in their age group as well as what is typical for them. The micro-segmentation and ethnography study we consequently conducted focused...

Catalogue: CEE Research Forum 2014: East Connection
Authors: Petr Kubánek, Lenka Koreková
Company: KANTAR TNS Malaysia
March 24, 2014

Research papers

Finding gold in the desert

In Latin America, many traditional firms still envision and reach consumers from emergent populations as if they were newcomers to the traditional middle class. Nonetheless, our research on lifestyle segmentation, in Peru and later in Mexico, Chile,...

Catalogue: Congress 2013: Think Big
Authors: Percy Vigil Vidal, Rolando Arellano Bahamonde
Company: Arellano Investigación de Marketing
September 26, 2013

Research papers

24/7 diginography

This presentation will explore the combination of online research with the new lifestyles of NOWSUMERS- lives lived more publicly than privately. It will feature the use of an MROC, to delve into more in-depth, 24/7 ethnography by combining online,...

Catalogue: Asia Pacific 2013: Asia On The Move
Authors: Dangjaithawin Anantachai, Rosesanant Punithipandkul, Kanita Tungworapojwitan
April 7, 2013

Research papers

Screen age

Cimigo conducted a major ethnographic study in 2012 to understand the influence of digital devices across major cities in Asia. How are evolving screen-age lifestyles and emerging digital trends shaping the future of middle class consumers, from...

Catalogue: Asia Pacific 2013: Asia On The Move
Author: Christophe Robert
Company: Cimigo
April 7, 2013

Research papers

The evolved consumer

The global economic crisis has resulted in some predictable consumer behaviour changes. Even prior to the economic slowdown we were sensing shifts in consumer attitude towards the conspicuous consumption which had dominated the previous decade....

Catalogue: Latin America 2010: The Innovation Journey
Author: Karina Besprosvan
Company: integral, OmnicomMediaGroup
May 21, 2010

Research papers

Megacities as the new frontiers

For the first time in human history, living in a city is the norm; more people live in cities than live in the countryside. The MegaCity is the very embodiment of the teeming metropolis, with all of the opportunities and challenges that such a...

Catalogue: Congress 2008: Frontiers
Author: Nick Chiarelli
Company: GfK
September 26, 2008

Research papers

Idleness, leisure and free time

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, which could have not only a large market, but the...

Catalogue: Leisure 2006
Authors: Heriberto Lopez Romo, Mayra Herrera Roqueñí
October 8, 2006

Research papers

How to turn Latin American trends into market opportunities

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 and reveal their consequences in terms of market...

Catalogue: Latin America 2006
Author: Jean Christophe Salles
Company: GfK
October 8, 2006