FRONTIERS
Anticipating Tomorrow’s Societal Change Today
Kerstin Ullrich & Christian WengerAbstract
We realize that after years of benefiting from emerging markets and cheap products through cheap foreign labor, most Western countries such as Germany, France, the United States and Great Britain are now facing the negative effects of globalization: jobs keep wandering around the globe with a total loss for the lower educated ones and a constant push for trying harder and learning longer for the middle class – and especially the youth.
With the end of the industrial age in modernized countries as we know it, we are now facing a widening social and economic gap as the key societal frontier in the years ahead. This presentation will give an internationally comparative outlook on people’s coping strategies and on how these will impact market research and brand management. It is founded on the key results of a qualitative, two-stage Delphi future study that provides a powerful tool to anticipate tomorrow’s societal changes today.
Kerstin Ullrich
Born in 1962.
Ph.D. in Social and Political Sciences (SPS), European University Institute (EUI), Florence.
Research at the European Parliament, Brussels.
Market researcher since 1999. 2001 – 2003 Unit Director at GIM – Gesellschaft für Innovative Marktforschung, focusing on qualitative methods,
FMCG, media, consumer understanding. 2003 – 2007 Managing Director of GIM argo, a subsidiary of GIM. Since 2007 Unit Director at GIM, responsible for trend management, innovation management and future research.
Christian Wenger
Born in 1971. Ph.D. in Socio-Economy, University of Augsburg. Research areas: empirical social sciences and economic psychology. Research assistant at the Departments of Sociology and Empirical Social Science as well as of Advertising Psychology and Consumption Research, University of Augsburg. Dissertation on “Community and Identity in Fan Cultures: The Constitution of Star Trek Fandom” (transcript 2006).
Since 2004 Research Manager at GIM – Gesellschaft für Innovative Marktforschung, focusing on trend research, media, methodologies, creative workshops, and innovation processes.
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