Yankelovich is a leading consumer research company that has helped marketers understand consumer values and behavior since 1958

For over four decades, the study of consumers and the practice of marketing have been profoundly influenced and led by the advances introduced by Yankelovich.

Consumer Perception Of Advertising and Marketing:

59% feel most advertising & marketing has little relevance to them.
60% have a more negative opinion of Advertising & Marketing than 5 years ago.
65% feel constantly bombarded by advertising and marketing messages.
69% cite aggressive advertising and marketing tactics as the chief factor that undermines their trust in businesses.
69% are interested in products and services that would skip or block Advertising & Marketing

The earliest work of Yankelovich had an impact on the public consciousness that continues to this day:

Coined the term Baby Boomers
Completed the first landmark studies benchmarking Baby Boomer values and social change in the sixties (for Fortune and CBS News)
Invented the field of generational marketing and research (and played a leading role in popularizing the idea and phrase the generation gap)
Started the New York Times poll
Started the Time magazine poll and ran it from 1974 to 2001

Learn more about Yankelovich Research