YandR Secrets Study - Secrets Lies Study from Y&R Reveals the Hidden Side of Global Consumers A New Consumer Mainstream Emerges Generation World Are

YandR Secrets Study - Secrets Lies Study from Y&R Reveals...

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Secrets & Lies” Study from Y&R Reveals the Hidden Side of Global Consumers A New Consumer Mainstream Emerges – “Generation World” September 19, 2013 - Are consumers hiding their most important desires and motivations from marketers – and maybe even from themselves? That’s the key question explored in “Secrets & Lies,” a new global research study from Young & Rubicam. The study - conducted in USA, Brazil and China - finds that many consumers hold views that are the opposite of what they tell us. It also identifies a new consumer mainstream who are comfortable with their own contradictory attitudes. A Deeper Way of Understanding People The study is unusual in its melding of two research approaches: traditional survey research, which reveals what people think consciously, and indirect questioning, using an approach called Implicit Association (detailed methodology below) that reveals unconscious motivations – the deep drives that operate outside of our conscious awareness. Following are a few noteworthy findings from Y&R’s research.
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  • Fall '14
  • Stoltman
  • Consciousness, Consumers, contradictory attitudes, Generation World, global research study

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