Word: roperasw
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There's no right answer. But there are revealing data out there, as I learned researching my new book, You Don't Have to Be Rich (Portfolio). Here's what RoperASW, which polled Americans about their financial happiness for the book, concludes: Money can't buy the sort of happiness most Americans are looking for. To citizens in developing countries, a few extra dollars can mean a warm place to sleep or food on the table. That would make someone happier. But in wealthier countries like the U.S., an extra $1,000--even $10,000--isn't going to bring...
...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...
...sound as if psychographics and the Psychic Friends Network have a lot in common. But 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...
...savvy ads in mass media were powerful opinion shapers, but the proliferation of media outlets like cable networks and the Internet has blunted their impact. Edward Keller and Jonathan Berry, authors of The Influentials, think they have found a solution. Using proprietary data from their employer, research firm RoperASW, they argue that the trick is to identify the 1 American in 10 who, as the book's subtitle puts it, "...tells the other nine how to vote, where to eat and what to buy." Word-of-mouth buzz has always been a top goal of any marketing campaign...
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