Word: yankelovich
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Having shrugged off a major operation for colon cancer, Ronald Reagan seems to have earned a new wave of public sympathy and support through his patented optimism. In a survey conducted for TIME by Yankelovich, Skelly & White Inc. during the week the President returned to work, Reagan's popularity reached an all-time high.[*] When asked to rate his performance on a l-to-10 scale, 67% put him in the top half, up 6% from May and 17% from his lowest rating, in the summer...
...been extraordinarily buoyant since the beginning of 1984. When asked how they feel "things are going in the country," 69% answered "very well" or "fairly well." That is down only slightly from the 74% who felt the same way in the rosy aftermath of the 1984 Summer Olympics. Since Yankelovich began asking this question more than ten years ago, the figure has ranged from just above 20% (early in President Ford's term and during the Iran hostage crisis) to the current highs. The optimism found in the '84 and '85 polls was matched only in the months immediately after...
That's not to say psychographics is an exact science. In fact, there are numerous companies racing to build and sell tools similar to LifeMatrix, among them Monitor MindBase, offered by the market-research firm Yankelovich, and BehaviorGraphics, a joint venture between Simmons Market Research Bureau and Nielsen Media Research. All use different assumptions and psychological profiles to sort consumers into categories variously referred to as segments, clusters, affinity groups or passion groups and identified by such titles as "shotguns and pickups," "struggling singles," "band leaders" and "succeeders." MindBase, for example, extrapolates from a combination of attitudes gleaned from opinion...
Internet users are well aware they are trading off privacy when they dial up their modems. In a recent TIME/CNN poll conducted by Yankelovich Partners, 61% of respondents said they were "very concerned" or "somewhat concerned" that information about their Internet usage was being collected without their knowledge...
Much of that stress, of course, comes from spending hours in stores looking for gifts soon forgotten, beating off crowds, whipping out plastic. According to a Yankelovich poll, some 70% of people claim that their favorite part of Christmas is being with family and friends; only 3% vote for holiday-gift shopping. Yet shopping is what nearly everyone does, buying more than 33 million trees and $184 billion worth of gifts...