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Research papers

The importance of contextualisation in interpreting consumer needs

The primary objective of this paper is to highlight the importance of understanding the context within which consumer needs are expressed and how this influences the type and tonality of communication strategies and campaigns. In essence the authors...

Catalogue: ESOMAR Conference On Age 2005
Authors: Cliff van Wyk, Refiloe Mataboge
January 30, 2005

Research papers

Gay subculture

The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase.It presents a significant opportunity to marketers to enter a new segment in itself, quite apart...

Catalogue: Global Diversity 2006
Author: Cliff van Wyk
May 8, 2006