ABSTRACT
This chapter aims to show the specific French approaches that developed around the theme of lifestyle. The French approaches come mainly from three organizations: COFREMCA (a French company specializing in market research and lifestyle trends), the CCA (Center for Advanced Communication), and CREDOC (Research Center for the Study and Observation of Living). The work of COFREMCA was strongly inspired by Yankelovich in the United States and has revealed thirty-one sociocultural values. In 1976, nine sociocultural types were identified. At the time, they were grouped into three broad categories: the innovators, the traditionalists, and the indifferent. The quantitative analyses, leading to the achievement of sociostyles, are the centerpiece of the system advocated by the CCA. Statistical Analyses at CCA includes: factor analysis; canonical analysis; cluster analysis; correspondence analysis. The Association of Agorametrics (also known as AESOP) aims to explore the changing patterns of public opinion through the annual identification of topical issues fueling French discussions.
