Looking at the Men
RECENT YEARS HAVE BROUGHT MAJOR CHANGES IN UNDERSTANDING AND ATTITUDES TOWARD GENDER. OUR REPORT HOLISTICALLY DESCRIBES CHANGES IN CONTEMPORARY MALE IDENTITIES, PROVIDES RICH AND DEEP INSIGHTS (INSIGHTS) AND EXPLAINS THE MECHANISMS OF CHANGE.
IT ALSO SHOWS THE COMING SOCIAL CHANGES.
The portrait of the man is complex. It poses a challenge for marketers.
Knowing it is a prerequisite for effective strategic, marketing and communication activities.
- psychological patterns
- local and cultural identifications
- generational affiliation
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we used traditional research methods supplemented with modern
discoveries of psychology and humanities: sociology, cultural anthropology.
About the report
FROM THE REPORT IS THE IMAGE OF DISTRIBUTED, POSITIVELY DIFFERENTIATED MANNESS.We are no longer dealing with a single, consistent male role model, but with multiple images of masculinity in the many different areas studied.
Does the Polish male still carry responsibility on his shoulders
for the financial security of the family?
Do men allow themselves to show affection, love or fear?
Does a crisis of masculinity exist? What is happening to the traditional pattern of masculinity? What does the new one consist of?
How do men perceive the social ideal of masculinity and how do they position themselves in relation to this ideal?
How is the role of the father and related behaviors changing?
How do we approach the exploration of male behavior and values in categories such as the body, finances, and community, for example?
Contents of the report
The report is a rich information system. It consisted of both men’s voices from the quantitative and qualitative survey, as well as insightful opinions from experts in various fields who speak about masculinity through the prism of their knowledge and experiences.
The report includes images of men described by 8 cultural studies categories. Analysis of cultural texts and social practices allows for the identification of taboos, verification of stereotypes and a fresh look at everyday phenomena.
The report identifies masculine ideals, systems of real tensions and joys, and masculine driving forces and aspirations in the context of the question of modern masculinity.
The data presented in the report is also shown broken down by generations Z, Y, X and BB. The opinions, values, ideals presented make it possible to see the differences and adapt marketing activities to the needs of the generations.
The report was created through the cooperation of three companies with complementary research and consulting capabilities:IRCenter, Kantar Polska andAdres:Media.
Structure of the report
4 SUBSTANTIVE PARTS, MORE THAN 250 SLIDES
Patterns
and images
- Language
- Social media
- Polish film
Men
Abou men
- Me, my identity
- Women
- Family
- Work
- Other guys
Culturally
about men
- Body
- Time
- Believes
- Finance
- Community
- Space
- Fun
- Shows
New masculinities
and their aspects
- Permission to show emotions
- Permission to be helpless
- Caring towards the family
- Promoting equality
- Taking care of your health
- Attention to appearance
- Recognizing discrimination against men
Additional modules
AVAILABLE
Digital and Social Media
- Equipment in the household
- Possession and methods of using a telephone, network, and telecom. service provider
- Media profiles, usage model: traditional and electronic media
- Touchpoints/contact points
- Television and other sources for receiving content Selected media brands
- VOD and content on demand
- Internet radio, music services, podcasts
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Print and online press
- Internet activity: wanted online content
- Preferred Social Media and usage model
- Messenger and others
- Online shopping: products and purchasing strategies
- Attitude towards online vs. TV advertising, preferences
Finance, work, shopping
- What is money for men and what do they do with it? How they spend
- Economic and housing conditions
- Money management
- Working conditions, sources of income, form of employment
- Employment industries, companies
- Assessment of your own financial situation
- Forecast of own financial situation
- Attitudes towards money
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Providing for the future, funds, pension, insurance
- Own money, expenses, investments
- Social involvement and supporting others, foundations and organizations
- Additional 10 thsPLN, dreams and plans
- Banks and banking products, credits, loans, banking services: cards, cash.
- Credit levels and debt goals
- Savings, savings goal
- Shopping, behavior, places and decisions
- Consumption of food categories, meat, dairy products, sweets, drinks, alcohol
- Men's fashion, footwear, clothes
- Participation in promotions
- Automotive
- Shopping and pay. online
Health and psycho
- Satisfaction with health condition
- Sick leave
- Ailments, medical examinations
- Private medical services
- Treatment and prevention
- OTC and prescription drugs
- Health, fears and tensions related to health mental well-being
- Depression, experienced
- Subjective age, BMI
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Attitudes towards health
- Health risk factors
- Nutrition, diets, supplementation
- Tobacco products, smoking
- Alcohol
- Snacks, fast food
- Self-care and care
- Cosmetic tools: shavers, toothbrushes
- Ways to spend free time and active recreation
- Participating in events
- Sports watched
- Sports practiced
- Participating in events
Men's activations
- The module helps you avoid mistakes in building communication to this group
- The most favorite activations that have a real impact on men's perception of the world, brands and companies
- Road map, indicators, communication rules
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40 male activations described for 5 areas: ecology, diversity, locality, crisis, well-being
- Trendmapping – men's worlds and needs
- A cross-sectional look at the modern man in a historical trend
- Opinions in the areas of: ecology, openness, locality, relationships, self-image, motivations, social life, status symbols, home and DIY, diet and health, use of new technologies
- Masculinity in cinema and advertising
Satisfaction with health condition 
Methodology
Stage 1
areas of cultural studies analysis: language, social media, film and anthropological categories
Stage 2
interviews with experts to verify project assumptions
Stage 3
triads to see what is important for the modern man
Stage 4
CAWI interviews on a representative sample of men age 16-65, residents of large, medium, small towns and rural areas to verify the research hypotheses
500
interviews from Poland’s largest consumer survey TGI– Target Group Index – to show changes over time: attitudes, consumption or opinions*
Stage 5
IDI/ethnographic interviews to deepen knowledge about men
QUANTITATIVE AND QUALITATIVE data, also analyzed by generation Z, Y, X and Baby Boomers
*Target Group Index (TGI) survey conducted using the CAWI method on a sample representative of the Polish population.
with an annual population of about n=20,000 people, contains information on the consumption of goods and services from more than 300 categories, the 3,500 brands surveyed, lifestyles and media use.
