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| Author: | Shore, G. Cooper, P. |
| Title: | Projecting the future |
| Journal: | Journal of the Market Research Society
1999 : JAN, VOL. 41:1, p. 33-46 |
| Index terms: | MARKET RESEARCH PROJECTS FUTURE |
| Language: | eng |
| Abstract: | This paper discusses the use of qualitative projective techniques in anticipating the Millennium. It argues that the Millennium will have an immense impact on people's behavior and attitudes and therefore on brands. Characteristics expected of a Millenium brand are identified and four basic attitudinal sectors driving ten behavioral trends derived. The trends are described in detail -- each has implications for product development and corporate planning. |
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