EMERGE SMARTER Blog

The New Independents: The Single Adult is Not Who We Thought they Were

Dave Mastrofski, Vice President - Quantitative Research

What we found when we explored singles' attitudes and behaviors to brands, shopping, and lifestyles confirmed our suspicion: the face of single adults in 2015 was very different than the one that marketers and even market researchers may have set in their...

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The New Independents: Marketing to the Single Adult

Dave Mastrofski, Vice President - Quantitative Research

Maybe you saw the media splash that month that occurred after the U.S. Bureau of Labor Statistics reported that for the first time in our national history, the number of adults who were single outnumbered those who were married.

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Participation Trophies According to Kids, Tweens, and Parents

Mary McIlrath, Ph.D., YouthBeat

An "Om" parent might act similarly to James Harrison from the Pittsburgh Steelers, who this summer famously declined sports participation trophies for his sons. His gesture encouraged his children to work hard to earn an emblem of success, rather than rec...

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Why You Should be Marketing to Grandparents

Sharon Seidler, Senior Vice President

There is another cohort that doesn't have the contemporary pizzazz of Millennials, but is, nevertheless, powerful and ripe for many products and services. I'm talking about what I have termed the Generation-Skipping Spenders (GSS).

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Millennials' Entrepreneurial Mindset

Jane Ott, VP, Quantitative Research

Millennials have grown up in a tech-centric world which has shaped their attitudes and approaches to problems. It has broken down barriers for entry, regardless of whether those barriers are finding a group of other like-minded people through social netwo...

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Building the Most Productive Online Community

Bob Relihan, Senior Vice President

It is clear that Online Communities are a growing research method. But, what are communities exactly. It is not an idle question, as I was reminded this week when I was asked to explain them to a marketing manager who had never used them.

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