Researchers in Pursuit of Happiness

As the MRS reveals that 'happiness expert' Richard Reeves is to deliver the opening keynote slot at its annual conference in March, US provider Luth Research has published results of a survey into happiness around the world, highlighting the differences between countries and regions.

Luth says that overall, the global picture shows 'consumer opinion on personal life becoming slightly more upbeat'. The firm's 'IndicatorEDG™' is a quarterly online study based on 6,000 randomly chosen individuals from its SurveySavvy panel of over 1.8 million households worldwide. Results compare eight key regions. Sample in each country is weighted to reflect demographics from Census or government stats, but the company cautions that in India and China in particular the online segment is not strongly representative of the overall population.

The firm says consumer optimism continues to be vibrant among Internet users in India and China, and among people in Scandinavian countries, with a wide margin over those in the US, UK, mainland Europe and Japan. Respondents in the UK, mainland Europe and Japan were most likely to say their life would be 'the same' in 2007 as in 2006.

The survey finds that children and family are rated as notably more important to the Chinese and Scandinavians than to people from other regions and notes that while people from western countries 'strive for physical fitness and active lifestyles', those from China and Japan 'value good health in a general sense'.

A good marriage is seen as more essential by Americans and Canadians than those in other regions. However, globally people draw the most satisfaction from their family life, a dramatic shift from 20 years ago when satisfaction was primarily associated with success in the professional realm. Work life has dropped well down the list as a source or potential source of happiness for consumers worldwide.


Table 1. Definitions of happiness

[tables]

NB Japanese results are based on a small sample size.

The survey highlights major differences in the way consumers are spending their time and energy across the globe. The British spend the most time with their spouse or partner – an average of 50 hours per week. Individuals in the UK and Scandinavian countries spend the least amount of time (1.5 hours on average) managing their personal finances. People (at least, those in the survey) in India and China feel rushed in their daily lives, but it is Americans and Canadians who are most likely to indicate that they never have enough time and feel a great deal of stress.

The survey also looks at media usage, eating habits, technology, and at what worries people including terrorism, healthcare, the environment, rising prices, and sliding moral and educational standards.

Luth Research, founded in 1977, is on the web at www.luthresearch.com .


At the MRS Conference, the first session will follow the theme of 'Happiness and Ethics' with three papers. Reeves, a journalist and broadcaster and the author of high profile book 'Happy Mondays', will give the lowdown on 'the secrets of a happy workforce, and the power of research in exploring what makes people tick.'

Kevin McLean, Chair of the Research 2007 Programme Team, comments 'It may sound trite, but inspiring your people to go that extra mile can make the difference between leading your sector and falling to the bottom of it... It's going to be an exciting session.' Reeves will be followed by Sheila Keegan, Director of agency Campbell Keegan, discussing 'The Pursuit of Happiness' with reference to her recent visit to Bhutan, 'the happy capital of the world' and the home of 'Gross National Happiness (GNH)'. The third paper will see Chris Davies and Corrine Moy from GfK NOP discussing the dawn of the 'ethical brand' and the opportunities it brings.

Research 2007, the next 50 years runs from 21-23 March 2007 at the Hilton Brighton Metropole – more information via www.mrweb.com/research2007 or from James.Coyle@mrs.org.uk . The MRS is online at www.mrs.org.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.