JWT’s AnxietyIndex (launched in February 2003) tracks the levels and intensity of consumer anxiety as well as the drivers of anxiety to help brand management and marketing strategies.
The Matrix JWT is Using
This snapshot for the last period shows the Level of Anxiety during Spring 2009.
If you sort the countries analyzed by Intensity of Anxiety "Very Nervous / Anxious" the differences are even more prominent and meaningful
Source: JWT AnxietyIndex
If you want to work with this index, you have to study the development over a certain period to get a glimpse of what is actually going on here on JWT Anxietyindex.com
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Friday, July 10, 2009
JWT AnxietyIndex Shows Big Differences February - May 2009
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2 Comments:
nice post hugo. do you wonder how much cultural/political bias is in the report? russian pessimists and fatalists. chinese unwilling or unable to express their anxieties. japanese perfectionists. american competitiveness. maybe there is a natural state of anxiety evident in the report...after all what do australians and canadians really have to worry about?
I don't wonder, I agree there much cultural / political bias in this report (as in the real life of the people) but you better know about those 'conventions' before you start with your branding and marketing strategy and craft / adapt your communication.
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