Eyes Wide Open, Wallet Half Shut:
The Emerging Post-Recession Consumer Consciousness By Communispace and Ogilvy

The "great recession" of 2009 has taken a toll on consumers' emotional and financial well being, and the big questions on everyone's mind are: What happens next? Is it really over? And, what is the new "normal" really? As thought leaders and experts in understanding consumer behavior in the context of our culture, Ogilvy and Communispace teamed up to make sense of the effects the recession has, and will have, on Americans.

The Sandwich Situation—
A layered look at the complex lives of multi-generational caregiversBy Manila Austin, Michael Jennings, Katrina Lerman, and Julie Wittes SchlackOver the past several years, marketers have identified a growing consumer segment known as the “sandwich generation”—those simultaneously taking care of aging parents and young children. But do they understand this population? Do they serve it with relevant messaging, products, and services?

Our research suggests that many brands do not.

Breakthroughs without Borders—
Generating cross-cultural insights in multinational communitiesBy Manila Austin, Michael Jennings, Katrina Lerman, and Julie Wittes Schlack

Cultural Differences:
Draw or barrier to online engagement?

With the rapid adoption of social networking worldwide, are local cultures being replaced by one homogenized global culture, or is national diversity still expressed in online environments? And if cultural differences are manifested in online communities, what are the implications for how to generate and interpret the insights derived there? These are crucial questions for marketers and market researchers as they develop their online marketing and research strategies.

Our research indicates that:

• A "culture of connection" transcends national boundaries, though cultural differences are also manifested online.
• Multinational communities are viable and vibrant sources of insights.
• Companies should consider and accommodate cultural differences in how they recruit and engage community members, ask questions, and interpret results.