Guideline provides exclusive, in-depth reviews of significant business, market and consumer trends throughout the year.

To request a Trend Report or access a past webinar recording on one of the following topics, please contact us.

Effectively Reaching Today’s Luxury Brand Consumers: It’s Time to Integrate the Internet, May 08
The luxury market is growing and evolving at a record pace, and an increasing number of affluent consumers are turning to the Internet to research and purchase luxury items. More than ever, it is critical for marketers to understand how to best reach this influential market.

Marketing Organization: What Are the Recent Trends and Where Are We Now?, Dec 07
How has the organizational structure of the marketing function been changing in the past several years? Is Marketing becoming more centralized or more decentralized? Is Marketing providing advice at a higher level in the company hierarchy than it used to?

Forecast 2008: Trends in the Pharmaceutical and Healthcare Industry, Dec 07
The year 2007 saw great changes in American healthcare: Medicare Part D for prescription medication, debates about safety and efficacy of medications and calls for greater access to affordable healthcare and prescriptions.

Marketing Accountability, Dec 07
Changes in the landscape of the advertising world and the demand to justify marketing spending has driven marketers to ask many questions related to marketing accountability.
Marketing & Media Ecosystems 2010, Dec 07
As the number of digital communication channels continues to grow, marketers are faced with several new challenges and opportunities. We survey marketing executives to better understand critical issues related to media usage.

Successfully Reaching the Single Female Investor, Dec 07
Single women are grabbing the reigns of their financial futures, making investments and purchasing decisions on their own. Now is the time for the investment community to reach out and assist this group.

Multicultural Marketing of Health and Wellness to Women, Nov 07
Historically, patients have been removed from playing a role in managing their healthcare, but we have seen a shift toward a patient-centered model, with a focus on improving the relevancy of healthcare to patients' needs. Has this shift affected women and is there a difference in among ethnicities?

The Changing Definition of Retirement: How Boomers are Planning to Invest in the Future, Oct 07
An increasingly large number of "retired" Americans are choosing to leave their primary career, yet remain in the workforce for personal fulfillment rather than economic necessity. What are the economic and business implications?

Harnessing the Power of New Media Platforms for More Effective Marketing, Oct 07
New media platforms continue to emerge at an increasing pace. While these platforms won't completely replace more traditional media, they certainly represent significant opportunities for marketers reach their target customers in a completely different environment.

Patient Compliance: Is There a Solution?, Jun 07
Not only does compliance have a significant impact on patients' health, it's emerging as a major concern for the pharma community. What causes non-compliance and what are consumers' and physicians' reactions to programs created to combat the problem?

Brand Deterioration: How to Identify, Measure and Respond, Jun 07
While plenty of attention (and money) has been paid to building brands, they remain extremely vulnerable to a changing marketplace and competitive landscape. What are the best practices for building, maintaining and measuring brand health?

DTC Advertising in the Post-Vioxx Era, Apr 07
The 2005 FDA hearings on Vioxx had a major impact on Direct-to-Consumer (DTC) marketing of pharmaceuticals. Risks are more clearly communicated and there is a stronger focus on the facts and fair balance. How have these changes affected consumers' and marketers' perceptions of DTC marketing?

Investment Preferences of the Mass Affluent - How Companies Are Targeting, Reaching and Acquiring Affluent Customers, Mar 07
The Mass Affluent is a growing segment of the U.S. population and rapidly becoming a fierce battleground amongst major financial services companies. This large and highly attractive segment still remains open to the firm that can crack the code and solve the puzzle.

Marketing the Environment: How Retailers are Partnering with Eco-Friendly Brands to Respond to the New Consumer, Jan 07
As environmental concerns continue to increase, a significant “greening of American business” is taking place. Major brands and retailers have made it their business to give the new “eco-consumer” a variety of choices in terms of products and services, but what will they choose?

Seniors' Reactions to the Medicare Doughnut Hole: A Gap in Coverage Under the Prescription Drug Plan, Sep 06
It is estimated that seven million Americans under the Medicare Part D Prescription Plan will hit a coverage gap in 2006. How will beneficiaries respond? Will these seniors stick with brand name medications, switch to less-expensive generics, substitute over-the-counter (OTC) medications when available, or be forced to pick and choose based on what they can afford?

Beyond Booking: Building Brand Equity Online in the Travel & Leisure Market, Jul 06
Learn why more and more luxury travelers and mainstream travelers are turning to branded airline, hotel and car rental websites, as well as online travel agencies like Expedia, Orbitz and Travelocity for their travel needs.

From Film to DVD: How People Are Changing the Way They Buy and Consume Entertainment, May 06
With so many new movie-viewing options available, how are consumers reacting and what will happen to box-office sales? With DVD sales stronger than ever, discover more about the DVD collector and when and why movie-buffs decide to purchase or even rent a DVD.

Cashing In On A Good Night's Sleep: Americans Are Tired of Being Tired, Apr 06
Studies show we're not getting enough sleep and more and more Americans are suffering from insomnia. Therefore, understanding consumer demand for sleep aid products and services is important for marketers from all industries.

The Inter-Generational Transfer of Wealth: How Inheritances are Playing Into Boomers' Retirement Plans, Mar 06
As Boomers approach retirement age, they are evaluating all of their options to ensure they can continue their lifestyle. Does their financial outlook rely heavily on a sizable inheritance? How are medical care and other issues affecting their retirement plans?

Loyalty Marketing Strategies: How They Impact Today's Consumer, Feb 06
Customer loyalty has become more elusive than ever. What incentives do consumers prefer in their frequent shopper programs? How do loyalty marketing programs influence buyer decisions?

New Medication Forms and the Issue of Compliance and Persistency, Nov 05
New drugs are being developed to help improve patient compliance and make it easier for patients to take their medications properly. How are consumers responding to new forms of medicines?

Shopping in the Supermarket of the Future, Oct 05
Market forces are dramatically altering the ways in which Americans buy their food and other household products. As grocery shoppers continue to look for discounts and convenience, club stores are gaining market share. Are traditional supermarkets ready for the challenge?

Multicultural Marketing of Financial Services To Teens, Sep 05
Take an in-depth look at the saving and spending habits of teens across several ethnic groups, including African-American, Caucasian, Asian and Hispanic. Discover why teens are more financially savvy than parents and the financial services industry might think.

The Impact of Branded Entertainment on Today's Television Viewer, Aug 05
Product placements and sponsorships are popping up everywhere. Marketers are clamoring to integrate their brands into programming and spending millions on product placements. How does it compare to traditional commercials consumers are used to?

Marketing Pharmaceuticals in the Age of Risk, Jul 05
Successfully launching a new drug into the marketplace has become trickier than ever in this age of risk. Learn how pharmaceutical companies can present a fair balance of drug risks and benefits effectively, even in their direct-to-consumer (DTC) advertising campaigns.

Food Retailers as Nutritional Advisors, Jun 05
Food retailers and manufacturers are implementing new communication tools and technology to try to reach and educate their customers. They have become trusted advisors on nutrition, health and cooking information. But are consumers getting it?