At the ASE10 keynote Frank Luntz offered up a simplistic demographic profile of the human race. Among other stats:
- Men want more money
- Women want more time
- Hispanics and Latinos value home ownership highest
- Best not most important. Constant improvement is.
- Accountability most important brand attribute followed by integrity amd respect.
- More people believe there are UFOs than social security's ability to sustain itself.
Luntz also discussed the importance of visuals in advertising and the psychology behind them. For example hotels should never show people in a hotel room because everyone wants to believe they are the first and only person to use the room. No one wants to know they aren't the first person to use the toilet.