This paper envisions the market research industry within the changing online and interactive future, providing a description of a possible future fuelled by the impact of the internet, and the effects this might have on the market research industry. Key developments and trends are highlighted, and the effects on industry are illustrated. Additionally industry changes anticipated within the next five years are reviewed, and examples of new research techniques that may be available as the technology develops are provided.
Several years ago, I delivered a paper to an ESOMAR Congress on the subject of trends in the youth market. In it, I made a number of observations and predictions concerning patterns of young peoples behaviour over the forthcoming decade.
In 1996 to 1997, detailed interviews were conducted involving seven groups of highs school and university students, enabling identification of numerous common characteristics regarding the respondents interaction with people and goods. The most important hypothesis obtained was that young Japanese connect with others and products by periphery without touching the essence of each other.
The aim of the paper is to show the common points in the segmentation of young consumers (0-25 years old), who have different back grounds (family, school, consumption, media...). Some attitudes and behaviours between the youngers are influenced by factors that are no more national (music, fashion, films etc.)
This volume includes papers devoted to the following subjects: the role of ethnicity as it relates to a national identity; global/cultural awareness; new influences on a culture. Additionally, we have the treat of understanding trend sharing across previously-named enemy lines, and even unprecedented youth empowerment. All of this will be cast against the backdrop of unique cultural integration of messaging and packaging.
This paper aims to demonstrate that international studies give a new meaning to studies predicting future trends including the detection of where new trends develop (in what circles etc.); understanding how trends spread in a given country and how an innovation enters progressively into different social environments; and establishing how trends spread from one country to another.
This paper provides an overview of a study of Brazilian families. A nationwide survey carried out by the Datafolha Institute in February 1998 investigated the Brazilian family concept and behavior and attitude trends. Stratification is attempted to identify opinion contrasts based on the experiences of respondents by classifying them according to current situations and also by age group segments by determining the decade when they were aged 16 to 24 years.
This paper provides an overview of a study of Brazilian families. A nationwide survey carried out by the Datafolha Institute in February 1998 investigated the Brazilian family concept and behavior and attitude trends. Stratification is attempted to identify opinion contrasts based on the experiences of respondents by classifying them according to current situations and also by age group segments by determining the decade when they were aged 16 to 24 years.
This paper covers the findings of a harmonised measurement of the Internet community. An overview of the who, when, where and what of Internet users across and within major regions of the world is given with trend comparisons where data is available. The impact of the Internet on traditional media and advertising is also covered. Whilst fundamental drivers of Internet adoption appear to exist local environments do influence the rate of growth. Local conditions can both inhibit and encourage segments of society to become users.
This paper identifies and explores ten trends or market dynamics which have been observed in the childrens market today, and discusses how knowledge of these trends can be leveraged to ensure effective and insightful childrens research in the future. Trends discussed in this paper have been evidenced in recent qualitative and quantitative research conducted by Aeffect with children and teens worldwide. It also describes research approaches which maximize childrens enjoyment of the research process and work to reveal brand imagery maintained by kids.
In adult social groups, there are few trend-setters and many followers. In some situations, it is essential to isolate the trend-setters' opinions and attitudes in order to predict the trends and behaviours of the masses. The trend-setters phenomenon is all the more true among children because groups play a key role in the development of their personalities, and children are very conformist and tend to model their behaviour and actions on those they recognise and accept as the group leader. In certain cases, it is necessary to speak to children who are capable of anticipating the interest of an operation and, once converted, then serve as the proponents of the cause among their peers. These children are the creative trend-setter. This paper proposes a method to help researchers understand the psychological underpinnings of these childrens personalities in order to more easily identify and recruit them.