TITLE

SPECIAL REPORT CONSUMER INSIGHT

AUTHOR(S)
Hicks, Robin
PUB. DATE
June 2006
SOURCE
Campaign;6/30/2006, Issue 26, p26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on issues related to marketing research. It appears that marketers haven't forgotten the value of instinct in their quest to understand consumers. These days, it is impossible to prove who's right or wrong as consumers are increasingly becoming difficult to define. The days of lumping people into demographic groups are gone and consumer insight comes from learning about how people feel, not how much they earn or where they live. However, for all the millions spent on new research methods, many advertisements one sees every day do not show much insight at all.
ACCESSION #
21507841

 

Related Articles

  • The heart of the matter. Clegg, Alicia // Marketing Week;4/22/2004, Vol. 27 Issue 17, p33 

    Focuses on the role of market research in establishing the meaning of a product to its customers. Efforts of advertisers to build lasting relationships with consumers; Elements of a sound market research; Creative approaches to help consumers articulate their reactions to brands.

  • Marketers finding fewer magic numbers in demographics. Sanders, Gladys // Management Review;Sep80, Vol. 69 Issue 9, p33 

    Reports on the decline of the strategic usefulness of demographics in marketing research in the U.S. Use of sophisticated techniques that zero in on the habits, tastes and proclivities of real-life people; Importance of consumer behavior and attitudes; Two major segments of society.

  • Unfiltered.  // AdMedia;Oct99, Vol. 14 Issue 9, p27 

    Explains why qualitative researchers need to take hold of more than just sanitized stories that consumers come up with when they know they are under observation. Advertising agency Ammirati Puris Lintas' billboard; Development of a sanitized communication; Idea of focus groups.

  • Tough love or just ruthless capitalism? Mitchell, Alan // Brand Strategy;Nov2001, Issue 153, p36 

    Focuses on the effects of advertising on consumers. Remarks from University of Ulster professor of marketing research Stephen Brown; How to attract customer attention; Implication of liking an advertisement.

  • "Liking" Through Moment-To-Moment Evaluation; Identifying Key Selling Segments in Advertising. Polsfuss, Mark; Hess, Mike // Advances in Consumer Research;1991, Vol. 18 Issue 1, p540 

    The article discusses how the concept of liking, which is a diagnostic variable used to judge television advertising, has become a criterion variable. The comprehensive understanding of liking through moment-to-moment analysis enables researchers to identify key selling seconds in the commercial...

  • Moment By Moment Analyses of TV Commercials: Their Theoretical and Applied Roles. Thorson, Esther // Advances in Consumer Research;1991, Vol. 18 Issue 1, p538 

    The article discusses research on the momentary events occurring in television advertisements. A scene-by-scene assessment of a commercial can provide insights on how the commercial is processed and how it affects the viewer. One study was concerned with how overtime patterns in...

  • Roving camera captures fresh consumer opinions. Miller, Cyndee // Marketing News;1/2/89, Vol. 23 Issue 1, p8 

    The article focuses on the implications of the use of video cameras by marketing researchers in the U.S. It cites the advantages of the use of video cameras. Video can also capture the subtle nuances of nonverbal communication. It mentions the effect of the use of video camera on consumer responses.

  • The Influence of Contextual Priming on Advertising Effects. Youjae Yi // Advances in Consumer Research;1991, Vol. 18 Issue 1, p417 

    This study investigates a particular way in which contextual priming influences advertising effects. It is proposed that prior exposure to contextual factors can prime or activate certain product attributes in consumers' knowledge structure and subsequently increase the likelihood that they...

  • Report: Web Key for Autos. Hein, Kenneth // Brandweek;6/22/2009, Vol. 50 Issue 25, p08 

    The article reports that marketing research conducted by Nielsen Co. indicates that Internet advertising, particularly advertising containing video content, may be the most effective means by which the automobile industry can reach consumers. A report issued by the firm stated that 12 percent of...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics