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Research papers

Obesity and consumer choice

Body size and body image have been persistent, key social elements that span almost every culture and society. However, perception and social comparison of body size in more recent years has taken on new importance as the incidence of obesity has...

Catalogue: Consumer Insights 2005
Author: Max Kilger
November 15, 2005

Research papers

Eat the rich!

The paper shows two different sides of state-of-the-art qualitative market research and consulting: elucidating the impact of Constructivism on qualitative market research and its implication for the method of ethnographic interviewing...

Catalogue: Qualitative 2005
Authors: Kerstin Klar, Oliver Tabino
Company: SINUS Markt- und Sozialforschung GmbH
November 13, 2005

Research papers

ADcom local market TV ratings

Since entering the local market ratings arena in 1996 there has been considerable interest in ADcom's set meter panel (with viewers modeled) as an alternative to the current people meter panels). ADcom has successfully used the large cable panel...

Catalogue: ESOMAR/ARF WAM Conference 2003: Television
Authors: Bill Livek, Linda Baniel
June 17, 2003

Research papers

Different customer strategies to face the powers of banks

This paper focuses on a study commissioned by ISanespa a large public bank in Brazil concerning bank customer habits and motivations in which psychographic segmentation techniques were used. In an attempt to identify consumer segments with...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Author: Vera Aldrighi
June 15, 1999

Research papers

Different customer strategies to face the powers of banks (Spanish)

This paper focuses on a study commissioned by ISanespa a large public bank in Brazil concerning bank customer habits and motivations in which psychographic segmentation techniques were used. In an attempt to identify consumer segments with...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Author: Vera Aldrighi
June 15, 1999

Research papers

Psychographic targets after an economic crisis

Traditionally, media research by TV networks in Mexico analyzed the the audience by either demographic or geographic segmentation. In 1994, the Mexican peso suffered from a huge devaluation, which affected life style and aspirations of the audience,...

Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Idalia Cruz Garza
October 20, 1998

Research papers

From 'gizmo geeks' to 'toy freaks'

This paper looks at the use of cultural differences to help segmentation at a socio-cultural level rather than solely at a demographic or psychographic level. It uses Geert Hofstede’s cultural dimensions to understand consumer mindsets and...

Catalogue: Seminar 1998: Competition And Innovation In The Telecommunications Industry
Author: Dipen Mehta
June 15, 1998

Research papers

Human life cycle

This paper describes the psychographics of the Indian youth and child. The results are based on a study carried out in a sample size of over 8000 respondents across twenty centres in India. The findings can be used to study the shifts in values among...

Catalogue: Seminar 1997: How To Be Number One In The Youth Market
Author: Umesh Kothari
October 22, 1997

Research papers

Egyptian consumers

The paper presents the use of psychographics in segmenting the Egyptian market. In addition, it also outlines a socio-demographic system for the less adventurous marketers with which to classify consumers. The paper attempts to provide an objective...

Catalogue: MENAP Forum 1996: Pressure On Profit
Authors: Jehan El-Tigi, Mohamed Wafai
March 1, 1996