Getting to the heart of the market-savvy young

Article Abstract:

Market researchers should be members of the same consumer group as their target audience, according to Vertigo Communications Group's owners, Sudeep Gohil and Stig Richards. They believe that they can better interview young consumers because they are members of their target group. Gohil and Richards have identified new trends on the basis of a study called '42,' which researched the preferences of the group between 18 and 32 years old.

Research, Beliefs, opinions and attitudes, Consumers, Attitudes, Vertigo Communications Group

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A top market researcher asks a few questions about its own habits

Article Abstract:

The Pacific Region group of market research firm A.C. Nielsen expects to report growth of 6% to 7% in 1998, but management believes the company could do better. Chief executive Malcolm Spry blames sluggish growth on the company's focus on television and radio, a limited market. After acquiring competitors AGB McNair and Reark Research, Nielsen expanded into customized research and realized greater revenues.

Management, ACNielsen Corp. (Schaumburg, Illinois)

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Desirable data inspires a global plan for market researcher

Article Abstract:

Roy Morgan Research tracks data on the the media preferences and consumption habits of Australians. The company gathers information for its single-source database from 60,000 subjects by telephone interviews and questionnaires. The company, whose sales have grown to $14 million in 1997-98, hopes to extend its operations globally, in spite of competition from A.C. Nielsen.

On-Line Information Services, Database Vendors, Information retrieval services, Database industry, Marketing, Databases, Roy Morgan Research Centre

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