With the growing internationalisation of markets it is not surprising that both researchers and marketers are more often intrigued by European communalities than differences. But generalisations across markets and countries, although quite plausible conceptually and intellectually, prove sometimes much less useful at an operational level. In fact, the growing fragmentation of individual demand calls for a profound understanding of consumer cultures and the dynamics of change. Markets are moving from mass products to products designed to meet highly differentiated consumer needs in various cultural settings. This calls for an equally sensitive and flexible approach to cross-cultural research.
In this paper it is argued that growing individualisation of consumer lifestyle and demand necessarily leads to a major change in commercial communication. Already a shift from advertising to direct marketing is noticeable. But also direct marketing has to move further into a direction of individualisation of communication with consumers. Market research base to (re)define its role within this changing environment. Market research has traditionally strong links with advertising. It is argued that market research should get closer to the direct marketing world in view of growing individulisation of consumers. Because of their skills in data collection and data-analysis market researchers are well equipped for executing Marketing Information Management, which is the basis of Marketing & Sales Productivity Systems (MSP Systems). MSP Systems are built upon a central database that holds all relevant information of clients and prospects of marketing and sales activities. Such a system help companies to cope with the communication problems related to the growing individualisation of consumer lifestyle and demand.
There seems to be a somewhat contradictory tendency both towards a homogenization of life styles and towards fragmentation accompanied with a growing emphasis on individuality. The contradictory trends actualize a need for a deeper analysis of the role consumption occupies in the self-strategies of modem man, that is, the ways individual and social self is constructed with means of the world of goods. The paper outlines an approach relating consumer behaviour to the different aspects of "self-building". These different aspects are characterized with means of the metaphors for passive and active consumption (eating - reading - speaking) and tentatively developed into a model which makes explicit their interconnections as manifestations of the complementary "logics of consumption" (introjective vs. distinctive). The different aspects of self-building corresponding to the complementary logics of consumption are manifested in actual consumer behaviour as specific combinations here called "constitutive consumption types". It is argued that the concept of constitutive consumption types gains importance as the mediating link between the category of way of life (habitus) and actual consumption styles due to the growing fragmentation and individualisation eroding the basis for conventional views on hierarchically/structurally differentiated life styles.
The need exists to bring the individual back into the forefront of research, whether qualitative or quantitative. It is predicted that in the â90âs, the mean score and the group discussion will decline in prevalence & disaggregated data will rule. In the case of qualitative research therefore, the 90âs should see a greater emphasis on individual depth interviews, reflecting a closer rapprochement with psychotherapy than in recent years. When groups do come into consideration, the first step will be to consider the possible relevance of family groups, which, after all, are the primary group in society, rather than peer groups. Turning to quantitative research, the 90âs will find researchers showing increased interest in techniques that expose differences between individuals rather than those which summarise. This will manifest itself in the avoidance of summary statistics the âpersonalisingâ of the interview the application of vertical analysis the micro-modelling of responses. Overall, whether through qualitative depth interviews or quantitative micro- modelling, in the age of the individual it is this individual who should shine through in the development of market research in the 90âs.
Today, trend research can no longer be conceived in terms of updating motivations, attitudes and interests, but must also be understood as determination of reaction patterns to given environmental conditions. Based on continuous observation of the psychological variables within the population since 1973 it has to be noted that all in all an increase in individualisation is to be observed. This process of individualisation is however superimposed be fear and resignation due to a feeling of insecurity as to the further development of the personal economic situation. Work orientation is increasingly replaced by leisure-time orientation. This goes along with a growing trend for an individual way of life and for adventure. These overall psychological trends are also reflected in media utilisation. However, the future development will largely depend on the increase or decrease of the feeling of fear and insecurity.