Do you want to foresee the future? Then, why not create it? We'll show how we access to ideas/ images of the future that are 'submerged' deep in consumers' mind and weave them into a compelling story for brands to realise their desirable future.
Do you want to foresee the future? Then, why not create it? We'll show how we access to ideas/ images of the future that are 'submerged' deep in consumers' mind and weave them into a compelling story for brands to realise their desirable future.
What is the best way to find out what people really think in this judgmental age? We asked people to share their views on a controversial subject in a number of different research approaches, pitching traditional approaches against new and innovative.
What is the best way to find out what people really think in this judgmental age? We asked people to share their views on a controversial subject in a number of different research approaches, pitching traditional approaches against new and innovative.
This paper describes a philosophical conflict that is underway and present at all levels of our culture today. The conflict is between a traditional framework for understanding truth and reality, and a second, increasingly important paradigm that valorises relative, subjective experience. In the light of this epic conflict, the authors look at consumer relationships with advertising and brands. This paper examines: popular culture and politics; The Truman Show, No Logo, The Matrix; the divergent approaches of contemporary consumer and brand theory; numerous examples from advertising, including Guinness and Budweiser campaigns; consumer language and behaviour; sociolinguistics and group dynamics. Tools to investigate and understand the struggle in the minds of todays consumers are proposed. The paper further speculates on the eventual resolution of this dialectic.
This study originated from a chance discovery or one that could be so defined if the author believed in chance (but he does not!). The collages used in focus groups can be interpreted by applying the Chinese theory of the five elements (the Tao). The intention of this paper is not to provide a key to interpreting collages, or to describe assorted and unlikely esoteric situations, but simply to offer food for thought about the energy of the collective subconscious or better, soul.
Why does GIRA recommend the development of specific products aimed at satisfying individual requirements, instead of manufacturing mass products attempting to satisfy the needs of the average consumer?
Over the last 4-5 years there has been, in Italy, a rapid growth of book clubs as against a fairly contained growth of book sales in the book stores. This rapid growth has been caused by a type of public which is generally different from that of Book Store Customers and which finds in the Book Clubs the following two advantages: - Help in overcoming uncertainty in the choice of books; - Practical/Organisational Reasons.
The paper discusses the complexity of the modern marketing environment and the need for a more comprehensive view of buying behaviour. Over the past decade several new factors, such as increasing government intervention in industry and commerce and the highly articulate and organised criticism of business practices, have indicated the need for management to acquire a broader appreciation of trends in their markets. By taking note of psychological, sociological, and cultural factors as well as economic variables, a far more realistic appreciation of buying behaviour can be obtained, marketing education should include some systematic introduction to the fundamental principles of psychology and sociology, which, together with economic theory, are able to offer a more complete explanation of the complex needs of modern society.
Current interest in the attitudes and behavior of those who save money -"savers' occured when savings ceased to be seen merely as a left-over resulting from the difference between income and expenses. Standard analytical methods and socio-demographic criteria were quickly found to be inadequate to grasp and comprehend actual phenomena. We also undertook to examine new concepts that could offer supplementary insights into the saving practices of sharehoIders. By reference to data collected over two years from a panel of shareholders, IFOP endeavoured to test the resources of graphology to gain an awareness of certain individual psychological considerations. Information obtained in turn prompted several typological analyses whose results would suggest the validity of the approach and its explanatory capabilities.
Current interest in the attitudes and behavior of those who save money -"savers' occured when savings ceased to be seen merely as a left-over resulting from the difference between income and expenses. Standard analytical methods and socio-demographic criteria were quickly found to be inadequate to grasp and comprehend actual phenomena. We also undertook to examine new concepts that could offer supplementary insights into the saving practices of sharehoIders. By reference to data collected over two years from a panel of shareholders, IFOP endeavoured to test the resources of graphology to gain an awareness of certain individual psychological considerations. Information obtained in turn prompted several typological analyses whose results would suggest the validity of the approach and its explanatory capabilities.