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Research papers

Life stage is losing its meaning

This paper looks at the changes taking place within western societal values and more specifically at the implications for brands and advertising. It is based upon exploratory qualitative research conducted in the United Kingdom and Germany in August...

Catalogue: ESOMAR Excellence in Consumer Insights Conference 2003
Authors: Daniel Plettenberg, Jennifer Whyte, Aine O'Donoghue
March 30, 2003