Never before as visible as today. In Peru, there are more than 1.7 million adults who recognize themselves as LGTBIQ+. However, day by day they face a world that judges and discriminates them for being and expressing how they feel. This research approach this phenomenon, not only to understand it, but also to change it. In three stages (exploration, ideation and co-creation) the population of Metropolitan Lima was segmented to design solutions with multidisciplinary experts and validate them with citizens in virtual communities.
We have long known that to succeed in social media as an influencer of tastes and opinions, it is important to not only have a strong and differentiated personal brand; influencers today must also consistently share content that connect deeply with their audiences, and successfully doing this presupposes a good grasp of the values and motivators of their fan base. Running with this idea, we wanted to test if the inverse could also be true - could understanding the success of influencers clue us in on the way a sizeable segment of society thinks, what they value, what they are interested in, and what excites them enough to merit social media activity?
We have long known that to succeed in social media as an influencer of tastes and opinions, it is important to not only have a strong and differentiated personal brand; influencers today must also consistently share content that connect deeply with their audiences, and successfully doing this presupposes a good grasp of the values and motivators of their fan base. Running with this idea, we wanted to test if the inverse could also be true - could understanding the success of influencers clue us in on the way a sizeable segment of society thinks, what they value, what they are interested in, and what excites them enough to merit social media activity?
HANS ZIESEL is Professor Emeritus of law and sociology at the University of Chicago Law School. Born and raised in Czechoslovakia, he devoted the first 15 years of his American life to market and advertising research, as teacher, author, and practitioner. As director of research development at McCann Erickson, together with Herta Hertzog and Marion Harper, he was one of the pioneers of modern advertising research. Former executive officer of Marplan, the inter- national research arm of the Interpublic Group of Companies, he is also the author of many works on sociological research. Ziesel is best known for Say It with Figures, now in its fifth edition in seven languages.
The paper shows that the Sociological Study on Rheumatic diseases in Spain (1981), has been very useful in the solution of the problems that this kind of disorders created not only to the Administration (Ministry of Health and Consumption) but to Medical Doctors, Sanitary Assistance and general population as well, by spreading the findings and conclusions of the Study to Press, Radio and Television and also by distributing 25 copies of the report which we named "Rheumatos 80".
Socio-cultural change- is having a very powerful impact on European societies today, in 1981-1982. Comparison of the nine European observatories (carried out by the RISC network in 1981) shows that out of the 30-40 socio-cultural trends, 22 are present in every country in Europe. Which indicates that socio-cultural change in Europe is relatively homogeneous, and that the different socio- cultures of Europe are tending to draw closer to each other. After a somewhat psychological and statistical analysis of their clienteles, they ought to turn to a more sociological and anticipatory approach. The challenge facing the banks today is surely to adjust their products, the nature of their services and their communications to an increasingly complex, splintered and evolving universe of clienteles. Financial institutions ought to conceive their public image in terms of a strategy taking into account all the factors contained in the system concerned, and as a policy of the utmost importance, aimed at reintegrating these institutions in the eyes of the public, by drawing attention to those aspects of banking which demonstrate the solidarity of the world of banking with the community at large, and by pointing to the links between the institutional functions of the bank and the local services directly rendered to the client.
Socio-cultural change- is having a very powerful impact on European societies today, in 1981-1982. Comparison of the nine European observatories (carried out by the RISC network in 1981) shows that out of the 30-40 socio-cultural trends, 22 are present in every country in Europe. Which indicates that socio-cultural change in Europe is relatively homogeneous, and that the different socio- cultures of Europe are tending to draw closer to each other. After a somewhat psychological and statistical analysis of their clienteles, they ought to turn to a more sociological and anticipatory approach. The challenge facing the banks today is surely to adjust their products, the nature of their services and their communications to an increasingly complex, splintered and evolving universe of clienteles. Financial institutions ought to conceive their public image in terms of a strategy taking into account all the factors contained in the system concerned, and as a policy of the utmost importance, aimed at reintegrating these institutions in the eyes of the public, by drawing attention to those aspects of banking which demonstrate the solidarity of the world of banking with the community at large, and by pointing to the links between the institutional functions of the bank and the local services directly rendered to the client.
In response to the far-reaching changes that have occurred in the banking industry since the early 1960s, we were led to resort to sophisticated research, constantly broadening the field of factors brought in to explain our customers' behaviour In these surroundings we shall be here discussing, the contribution of the psycho-sociological and socio-cultural approaches the the strategic decisions that have reshaped the marketing policies of the Credit Lyonnais over the last 15 years or so.
In response to the far-reaching changes that have occurred in the banking industry since the early 1960s, we were led to resort to sophisticated research, constantly broadening the field of factors brought in to explain our customers' behaviour In these surroundings we shall be here discussing, the contribution of the psycho-sociological and socio-cultural approaches the the strategic decisions that have reshaped the marketing policies of the Credit Lyonnais over the last 15 years or so.
The travel Agency who entrusted the OFFICE TECHNIQUE DE LA VENTE with the study has met with a considerable increase of sales in the last few years. Therefore the Agency is obliged to study permanently the range of organised holidays to be proposed to a clientele they have not a thorough knowledge of, ignoring the yearnings and motivations that guide the choice of the travellers-to-be. Consequently the object of the study was to identify the clientele, to analyse its deep motivations, its reactions during the journey and the eventual satisfaction they get out it. The results were to permit the adjustment of the type of journey and of the programmes to a better known clientele and to define the most efficient commercial means able to attain the Agency's object. The problem was set in terms of classical marketing but the observation of the clientele during the trip contributed elements closely related to sociological studies. We will insist mostly on this part of the study.
The travel Agency who entrusted the OFFICE TECHNIQUE DE LA VENTE with the study has met with a considerable increase of sales in the last few years. Therefore the Agency is obliged to study permanently the range of organised holidays to be proposed to a clientele they have not a thorough knowledge of, ignoring the yearnings and motivations that guide the choice of the travellers-to-be. Consequently the object of the study was to identify the clientele, to analyse its deep motivations, its reactions during the journey and the eventual satisfaction they get out it. The results were to permit the adjustment of the type of journey and of the programmes to a better known clientele and to define the most efficient commercial means able to attain the Agency's object. The problem was set in terms of classical marketing but the observation of the clientele during the trip contributed elements closely related to sociological studies. We will insist mostly on this part of the study.
This report is aimed at pointing out the influence and relevance of the group-reference theory on consumption and at indicating a subject for study which, if properly analysed and deepened by marketing and advertising experts, may turn out an essential instrument in deciding whether to adopt of to refuse certain consumption patterns and in solving operative problems.