Word: mediamark
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...cooking has tripled, from seven minutes per day to 22, according to John Robinson, co-author of Time for Life: The Surprising Ways Americans Use Their Time. Meanwhile the number of hours married women spend cooking has fallen from 88 minutes per day to 48. A recent survey by Mediamark Research found that the number of men ages 25 to 54 who cook for fun at least twice a week has jumped 36% in the past 10 years. No wonder Mark O'Connor at the Food Network reports "a definite increase in male viewership...
...prime example is LifeMatrix, a psychographic-marketing tool launched in December 2002 by market-research giants RoperASW and Mediamark Research (both owned by NOP World). LifeMatrix considers hundreds of personal variables, including religious affiliation and political leaning, and uses them to sort people into 10 basic psychographic categories with jargon-rich titles like "priority parents" and "tribe wired." To each category is attached a battery of personality traits and purchasing preferences. Are you a working mom trying to balance job, family and cultural activities? LifeMatrix assigns you to the category "Renaissance women." But that's not all. LifeMatrix makes some...
...technology have made the job easier and cheaper for market-research firms to link databases, creating more detailed consumer profiles. When Hyundai decided to give the psychographic treatment to car buyers earlier this year, it chose LifeMatrix partly because that company's data are linked with information stored at Mediamark Research, which tracks what consumers read. The combination will provide Hyundai not only with profiles of the types of individuals likely to buy its cars, but also with data on what magazines those individuals read--enabling the carmaker to create effective ads and place them in front of the very...
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