How can we improve our ability to make plans for tomorrow? The first important step is to understand the trends of today and how current dynamics are changing the way we live, work, and consume products and ideas. This book presents a variety of approaches that, taken together, provide significant insights about tomorrow's challenges and opportunities. The contributors, working in both applied and academic contexts, address theory and method in advertising research, and how research on values, lifestyles, and psychographics has been used to understand differences among consumers (both across time - trend research - and across national boundaries). Collectively, these chapters illustrate how thoughtful consideration of values, lifestyles, and psychographics in quality research can improve advertising and marketing practice and help the business community deliver products and services that are more in line with consumers' needs.