Psychographic Marketing Research

Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

A revised paradigm for Hispanic acculturation

To effectively understand Hispanic consumers, you must go beyond language and incorporate a range of cultural influences, the authors argue.

Data Use: Trying to bring the numbers alive

A report on efforts to fuse behavioral, psychographic and demographic information to identify segments and track marketing results.

How qualitative research helped AARP reach a new audience with its LifeTuner site

Uncertain of how prominently to brand a new site offering financial advice for 25-to-34-year-olds, AARP relied on one-on-one interviews for guidance.

In Case You Missed It... February 2012

News and notes on marketing and marketing research: Cash vs. credit; QR code shortcomings

Familiarity breeds contempt? A study of positive bias in online communities

Many researchers are concerned that ongoing, long-term interaction between consumers and brands causes heightened brand awareness and affinity among an engaged and informed sample. This article addresses whether engagement leads to positive bias, based on research from Communispace.

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Related Articles

There are 26 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Trade Talk: Survey segments U.S. Hispanic market

This article details some results of a recent survey by Strategic Directions Group of the U.S. Hispanic market.

Understanding European youth

The world of children and teenagers has changed a great deal during the last decade. In order to get a better understanding of young people in Europe, GfK Europe Ad hoc Research has established a continuous tracking survey entitled “Hopes and Fears: Young European Opinion Leaders.” This article discusses the survey, including its methodology, objectives and findings.

Clarifying the numbers

While the buying power of gay consumers has been well-documented, the authors argue that the actual size of the market and its various sub-markets has been subject to inaccuracies. The article explores the reasons behind some of these numbers and attempts to clarify more accurate estimates.

Look for the similarities

The author provides five methodological and five applied-marketing guidelines to help readers craft better segmentations.

How do vehicle owners feel about hybrids?

Reports on a survey of hybrid-vehicle owners, which questioned the drivers' reasons for purchase, satisfaction with their purchase, expectations toward gas mileage and preferences for alternative fuels.

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Related Suppliers: Research Companies from the SourceBook

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Specialties

• Lifestyle Research/Clustering
• Psychographic Research
• Segmentation Studies

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