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Dear Colleague,

Defining success when using market research can be a major gray area—it doesn't always translate into definite measurables. The concept of success, on any level, can be an extremely subjective. What a small entrepreneurial technology company might call success can be vastly different from success as defined by a Global 2000 corporate powerhouse. That's why many factors can play a role in determining your market research ROI. Take a look at our popular blog post, "How to Define Market Research Success," to learn how you can determine how your organization defines market research success.

Plus, take a look at our latest publisher updates included below. And, as always, if you have any questions regarding the content on Profound, please contact your Account Manager.

Paul Ricketts
Marketing Manager

Publisher Updates
New Publisher: Trendtype Ltd. Research Trendtype provides detailed data and analysis on opportunities in the high growth African market. Its strategic reports provide in-depth insight on the emerging middle class and the growing FMCG, retail, telecoms and financial services sectors. Highlighted Titles Emerging Consumer Lifestyles in Africa: The New Consumer Economy and Emerging Consumer Class Africa offers unmatched growth opportunities for manufacturers and service providers in consumer-facing sectors, as a large and young population and growing middle class adopt new consumption habits and different lifestyles. This report provides a comprehensive analysis of the changing consumer market landscape across 50 countries in Africa and how consumer lifestyles are changing and will continue to shape the future of the retail and consumer market in the future. Emerging Consumer Lifestyles in Nigeria Nigeria is the largest country in Africa, both by the size of its economy and the size of its population. Between 2003 and 2013, the size of the population increased by more than 40m people – the equivalent of adding a country the size of Kenya, Algeria or Poland to the existing population. But the real growth is yet to come: by 2050, Nigeria will number more than 440m people. This report presents a detailed picture of the key factors driving changes in consumer lifestyles in Nigeria, from demographic changes, income, urbanisation, household structures, through to access to services, household assets, media uptake and the growth of the middle class and retail market. Energing Consumer Lifestyles in Algeria Consumers in Algeria are typically much older than across much of Africa: in Algeria the median age is 27.5 years, nearly 8 years older than the average in Africa, and will rise to 36.3 years by 2050 – but will still be well below the average for more developed regions and substantially below western Europe. This report presents a detailed picture of the key factors driving changes in consumer lifestyles in Algeria, from demographic changes, income, urbanisation, household structures, through to access to services, household assets, media uptake and the growth of the middle class and retail market.

Profound Homepage Redesign You may have noticed that the home page on Profound is a little different these days, that’s because more people are using Profound than ever before. For you as an existing corporate user, the only thing that will change is that you’ll have to hit the “Sign In” link on the homepage to get to the username and password login box. After that, Profound will function the same way that it did before. The changes on the home page apply to a whole other set of users. Profound is now available to individuals and small groups through a new program. These users pay a fee to access Profound and pay slightly different (higher) prices than corporate users. They also don’t get content support, training, or credit/invoicing services. Rest assured, corporate clients still get the best pricing and the most service, but this new access point works for some. Thanks for bearing with us as we make the small tweaks necessary to accommodate that audience.