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| Author: | Byfield, S. |
| Title: | Futura.com: the value of academic research in a commercial world |
| Journal: | International Journal of Advertising
2000 : VOL. 19:5, p. 565-580 |
| Index terms: | FUTURE ACADEMIC RESEARCH WORLD ECONOMY |
| Language: | eng |
| Abstract: | This article focuses on the futura.com study being conducted in the UK by the Institute of Communications Studies at the University of Leeds. While the content of futura.com is wide-ranging, the emphasis here is on understanding the complex and changing underlying values in today's societies and on the impact of new technologies on everyday life. It demonstrates how an advanced social segmentation has been adapted and applied to MindShare's international research programme and extended to provide a better understanding of consumer relationships with brands and their use of media. |
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