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Consumption Habits of Modern Man Research

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When thinking about the depiction of families on the small screen, we have come a long way from the Cleavers in the 50’s (Leave it to Beaver) to the present day Pritchett-Dunphy clan (Modern Family). Through these on-screen relationships, we get a glimpse of men’s evolving roles within not only the home, but in society. Just as media reflects this transformation of men from a stringently defined role to one that is more pliable, marketers alike have taken note and many have begun shifting communication strategies to speak to the modern man. Through these on-screen relationships, we get a glimpse of men’s evolving roles within not only the home, but in society. Just as media reflects this transformation of men from a stringently defined role to one that is more pliable, marketers alike have taken note and many have begun shifting communication strategies to speak to the modern man.

ChangingRoleofMen

Annalect conducted primary research amongst consumers to explore the changing role of men in American society. This study aims to understand the modern man from a gender and generational perspective. Specifically, the research addresses the following questions:

  • What are consumers’ perceptions of men’s roles within today’s society?
  • What are men’s roles in the household?
  • How involved are men in the purchase decision-making process across categories?

Annalect

Delivering Business Value Through Data, Technology & Analytics

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Annalect

Delivering Business Value Through Data, Technology & Analytics

Our goal at Annalect is to help guide brands from a state of data chaos into business clarity. By bringing together the best and most innovative minds in the technology, integrated marketing and consulting arena we are now able to build marketing products that make sense of the overwhelming amount of available data and additionally provide valuable recommendations for your business.

With over 450 technologists, developers, analysts, data scientists and UX/UI designers, we have already partnered with 14 of the Fortune 50 on a global basis in 45 markets. These clients take advantage of our over 1 billion proprietary audience profiles as well as our access to hundreds of additional data providers.

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