Word: predicters
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...past five years market researchers have been developing more sophisticated tools to get inside consumers' heads. It's no longer enough for companies to know you are a 35-year-old white male making $45,000 a year and have a wife, 2.5 kids and a mortgage. To predict accurately what you'll buy and what you won't, marketers these days are more interested in whether you donate to Greenpeace or if you believe in creationism. Says Dawn Iacobucci, a professor at Northwestern University's Kellogg School of Management and editor of the Journal of Consumer Research: "Companies need...
...LifeMatrix's proponents say the system isn't guesswork. A variety of inputs, including public- opinion polls and media usage, is used to create categories that accurately reflect personality types. Ed Keller, president of RoperASW, says companies applying LifeMatrix to their customer databases will have far greater success in predicting what those customers will buy. Keller says researchers using demographic data alone can correctly guess what kind of car an individual will buy only 18% of the time. But "when you combine people's attitudes, behaviors, life stages and values," Keller claims, "you can predict 82% of the time what...
Cool may be our country's most precious natural resource: an invisible, impalpable substance that can make a particular brand of an otherwise interchangeable product--a sneaker, a pair of jeans, an action movie--fantastically valuable. And cool can be used to predict the future. The theory goes as follows: when cool people--a group known to marketers as alpha consumers--start talking or eating or dressing or shopping a certain way, noncool people (a group that most marketers belong to, by the way) will follow them. Watch the cool kids, the alpha consumers, today, and you can see what...
...election is so hard to predict that it's no wonder some powerful players are hedging their bets. Broadcasting tycoon A. Jerrold Perenchio, who was Davis' largest individual campaign contributor, has joined Schwarzenegger's team of economic advisers, according to the Sacramento Bee. Investment banker Warren Hellman, who is contributing to the antirecall effort, also turned up among Schwarzenegger's advisers. "I'm dead set against a recall," says Hellman, "but if it happens, I want to be supporting someone I'm enthusiastic about." By Terry McCarthy, Sonja Steptoe and Karen Tumulty
...most traditions, there are patterns at work here. At the beginning of the season, the Tigers win a game or two, and their famously demented fans predict total victory. Then, very soon, their outfielders start dropping flies, their infielders fling routine ground balls in the general direction of Mount Fuji and three Tigers runners simultaneously arrive, bewildered, at the same base. Their home-run hitter goes off to join the Detroit Tigers. Their arch-rivals, the Yomiuri Giants of Tokyo, claim the pennant. And the Tigers fans, like Japan's perennially beleaguered politicians and CEOs, promise domination next year...