A commonly held perception of Australians is that they love both sport and shopping. But in reality, quite a large proportion of the population are not sport-mad shopaholics.
Whether developing new consumer products; government policies; or communications, it is important to have an understanding of Australians attitudes.
Attitude Australia provides access to measures of the attitudes of Australian adults in a cost-effective package. Currently, there are measures on some 50 attitudes in four main groupings - food, lifestyle, finance, and the future.
During 2005, our attitudinal measures will be extended and some will be updated. The 2005 updates will be available to purchasers of the 2004 report at no additional cost. Also, purchasers of the 2004 report will be able to suggest attitudes they would like to be measured in 2005.
This collection indicates the attitudes that unite and divide us. There are some attitudes that the vast majority hold in common and others that polarise. An important implication of this is the existence of market segments - groups of people with similar attitudes to each other yet with different attitudes to other segments. In the 2004 report, both food and lifestyle segments are identified. The existence of these segments means that marketing plans need to choose which segments to focus on and to position product benefits and communications accordingly.
The cost of Attitude Australia 2004 is $200 including GST. Contact Charlie Nelson (03 9386 4841) for further information.
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