NEW KNOWLEDGE NETWORKS RESOURCE REVEALS DEEPER TRENDS SHAPING CONSUMER DECISIONS

Delivers insights essential to strategic planning; topics include luxury, DIY movement, transformation of childhood

Menlo Park, CA; March 16, 2005: To help strategic marketers and policy-makers get beyond conventional metrics and understand the societal currents guiding today's consumers, Knowledge Networks has released a new strategic resource called Consumers in Transition. The 270-page report— available in book or CD-ROM format—combines in-depth articles and over 100 pages of charts focusing on the major themes influencing consumer decision making.

Consumers in Transition is a joint product of Knowledge Networks and Kaagan Research, a leader in the study of societal transformation. The report is based on four studies conducted from 1992 to the present, illuminating such key topics as:

• the growing influence of religion in secular decisions
• the increasing fluidity of adult "lifestages" once considered immutable
• the acceleration of childhood in the 21st century
• the reinvention of gender roles and family values
• the continuing power of the American Dream

"Too often, we as marketers are tempted to live only in the present moment," said John J. Lewis, President and Chief Executive Officer of Knowledge Networks. "But the forces that are truly shaping consumer culture are much deeper than the daily and even quarterly choices that usually command our attention. Consumers in Transition forces us to take a broader look at behavior, helping us to understand the 'why' behind everything from Baby Boomer brand switching to the rise of indulgence shopping."

Consumers in Transition includes:

• 12 analytical articles written in an accessible style
• Complete answers to the 2004 Sextant survey of consumer attitudes
• Charts showing trends in answers to the Sextant survey
• Charts analyzing the Sextant data by societal "tribe"

For more information on Consumers in Transition, click here.

Knowledge Networks delivers quality you can use—superior methodologies, design, and analysis that give you an edge when it comes to making smart, safe business decisions. KN's unmatched consumer research resources include the only projectable Web-based consumer panel. The company leverages its expertise in brands, media, advertising, and analytics to provide insights that speak directly to clients' most important marketing issues. In addition, Knowledge Networks has built a substantial practice in government and academic research, an area notable for its rigorous methodology standards.