We all dream of a 'tomorrow' when we will âwake up early and go for a run', âdrink enough water', âstop eating junk'. Consumers too. But can a brand inspire behavioural change? As researchers, we looked at the principles of ethnography and the Habit Loop framework by Charles Duhigg, and fused this with evolving camera technology to pilot a study on habit formation. We want to show that by fusing research principles, methods and frameworks, a brand can understand and influence the silent subconscious, shape behaviour, and orchestrate habits.
This case study takes place amidst a familiar backdrop sector funding cuts driving service reform. In this instance, this meant the proposed integration of separate behaviour change support services- for smoking, excessive alcohol consumption, inactivity, and poor diet- into a holistic, healthy lifestyle service offer.
This paper addresses the problem of identifying groups among teenagers based on their media habits. Segments are described in terms of variables such as consumption habits, possessions, gender, age, socioeconomic level, attitudes, etc. A graphic representation of the relationship between variables is conducted using correspondence analysis. Validation of the model and general conclusions are also presented.
This paper addresses the problem of identifying groups among teenagers based on their media habits. Segments are described in terms of variables such as consumption habits, possessions, gender, age, socioeconomic level, attitudes, etc. A graphic representation of the relationship between variables is conducted using correspondence analysis. Validation of the model and general conclusions are also presented.
Today media planners are often faced with a wealth of information about consumers' media habits, use of products and services, demographics, and lifestyles. However, in marketing any particular product or service, it is often difficult to determine the most effective media mix to reach the consumer. In the past, the media planner has used demographics, geodemographics, psychographics, and other similar "...ics" to try and determine the particular characteristics of their target consumer. Once a marketer determines the characteristics of their target consumer, it is often a lengthy process to then determine which are the most likely media through which to address these people. For the past two years, we have been investigating whether or not it is possible to segment people by their media habits. If we can assign people to groups for whom we know their particular media habits, then cross-referencing these groups with users of any product or service will provide us with sufficient information to make an informed judgement about the most likely media source through which to market the product or service. Using a comprehensive media data base, we were able to identify 16 segments, each with different media habits.
This paper deals with the fusion of BARB TV viewing information onto Superpanel, AGB's consumer purchasing panel. It breaks new ground in terms of the fusion technique used. Rather than matching panel members by commonly held demographic characteristics, the matching process is performed on individuals' TV viewing habits. This has been achieved by administering a detailed viewing questionnaire to each Superpanel housewife covering their viewing by daypart, selected programmes by channel, programme genres and the types of programme they enjoy. Thus the claimed viewing habits of Superpanel respondents are matched against the metered viewing behaviour of the BARB panel members. The resultant fused dataset contains the actual purchasing of individual Superpanel housewives together with their individual probabilities of viewing each commercial television channel at a given time (i.e. every commercial break).
This paper looks at the lessons that have been learned in providing a continuous measurement of tourism in GB in terms of questionnaire design, sampling and analysis. The paper draws on the experience gained by NOP Market Research Ltd in monitoring tourism in Britain for both the British Tourist Authority (BTA) and the National Tourist Boards of England, Scotland, Wales and Northern Ireland. The BTA has carried out an annual survey measuring the 4 + night holiday taking habits of the British population since 1960 and the National Tourist Boards have been monitoring "all tourism" since 1972. NOP Market Research Ltd has carried out both these surveys since the beginning of the 1970s.
The present paper contains the results of a typology concerning the eating habits of the Austrian population. The basic data were collected as part of a large life- style-survey among 4 persons. Therefore it becomes possible to analyse far reaching connections between eating habits and attitudes and behaviour in a variety of other areas of life. Concerning nutrition, four basic patterns were found each requiring a totally different advertising approach: the Rational Eater, the Health-freak, the Gourmet and the Careless Eater. These four types are not only characterized by different kinds of eating habits, but also differ significantly in regard to other values, patterns of behaviour and attitudes. Furthermore, it is demonstrated that the characterization of the types also shows clear parallels to results of similar surveys in other countries of Western Europe. This creates an interesting basis for future research on life- styles and eating-styles in Europe.
The present paper contains the results of a typology concerning the eating habits of the Austrian population. The basic data were collected as part of a large life- style-survey among 4000 persons. Therefore it becomes possible to analyse far reaching connections between eating habits and attitudes and behaviour in a variety of other areas of life. Concerning nutrition, four basic patterns were found each requiring a totally different advertising approach: the Rational Eater, the Health-freak, the Gourmet and the Careless Eater. These four types are not only characterized by different kinds of eating habits, but also differ significantly in regard to other values, patterns of behaviour and attitudes. Furthermore, it is demonstrated that the characterization of the types also shows clear parallels to results of similar surveys in other countries of Western Europe. This creates an interesting basis for future research on life- styles and eating-styles in Europe.
In its major food and drink forecasting study across West Europe (NUTRITION 1990), GIRA predicted the volume decline in food and drink markets, but compensated by an increase in value in food markets. The explanation of this paradox is that the perceived quality of products will improve by an increasing penetration of improved or modified products into standard mass markets : GIRA has coined the term MICRO-MARKETS to describe these very specifically targeted products. GIRA has found since the middle of the 1970's an increasing number of concrete cases where consumers are prepared to pay a higher price for "better" food products.