"Cool Hunters" Target Advertising

december 2, 2003  10:28 am
The question haunting Madison Avenue these days is, to paraphrase Sigmund Freud, "What do consumers want?" As changes in demographics and lifestyles accelerate, consumer behavior is becoming increasingly difficult to predict. More people are surfing the Web, fewer are watching the tube. And a many are becoming more skeptical toward advertising in general. As a result, advertising agencies are scrambling to understand and predict consumer behavior, the better to serve their marketer clients. The goal is to identify and forecast trends and patterns before they enter the mainstream and become obvious.