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Research papers

Subjective age

The concept of subjective age has previously been applied to segment the senior consumers' market: Market research has highlighted the tendency among individuals to feel younger than they actually are.This research demonstrates how other similar...

Catalogue: ESOMAR Conference On Age 2005
Authors: Denis Guiot, Bruno Schumutz
January 30, 2005

Research papers


A media plan that uses magazines for advertising and targets opinion leaders can make use of two levers which involve interpersonal communication: the first is quantitative because opinion leaders are over-exposed to magazines and have more contacts...

Catalogue: ESOMAR/ARF WAM Conference 2002: Print
Authors: Bruno Schumutz, Eric Vernette
June 13, 2002