This report explores the differences and similarities between two groups of people; those who say the world is getting better and those who say it is getting worse. Through the power of YouGov profiles, this report provides unique insight into understanding these groups and -importantly- the information brands need in order to understand these consumers. This includes targeting through emotional messaging, emphasising price and quality and using social media to target a unique market.
For this report, we have run in-depth statistical analyses of YouGov Profiles data to produce practical actionable insight including:
- Demographic information on people who see the world getting better and those who see the world getting worse.
- Main advertising channels which capture attention.
- Attitudinal insight into people who say the world is getting better and those who say the world getting worse.
- Technological attitudes of people who say the world is getting better and those who say the world is getting worse.
- Personality profiling of these two groups of people.
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