Mr. Mark R. C. Lovell is a research consultant in Canada. Born in England, he was educated at Cambridge University, and moved to Canada in 1976. A Canadian citizen since 1979, he has combined writing with marketing research. He has his own consultancy, conducting in-depth interviews and group discussions across Canada (in French and English) and in the USA.
Chapter 11 of Life Style and Psychographics
Lovell begins by reviewing previous European ventures into life style and psychographics research. He then discusses in detail a large scale life stud in which he was personally involved. The main goal is to get a clear understanding of the main factors that influence the success and failure in life style research.