CONSUMERS & MARKETS

Growing market fragmentation on the one hand, coupled with the spread of global trends on the other, is making the job of marketers increasingly complex. Understanding consumer thinking and the intricate inter-relationship of local, regional and global influences on people of different ages and different backgrounds is, however, one of the keys to successful marketing. By making full use of our global network and our in-house resources, the Europe Japan Centre is able to identify and analyse the key trends and drivers behind markets and provide marketers with the necessary insight on which to base their strategies.

• Recent research includes youth trends in Asia, consumer attitudes to beauty care in Europe, and the influence of mobile communications on consumer lifestyles.

Recent research programmes include:

• The suncare products market in Europe
• The contract research market in Europe
  The IT software market in Japan
  The liqueur market in Germany
  Marketing communications and consumer behaviour companies in Europe
  The photo equipment market in Japan