Finding new opportunities in the Lisbon market through Whitaker consumer lifestyle segmentation

A sample of 445 consumers resident in distinct Lisbon areas was analyzed through direct observations in order to discover each lifestyle’s current proportion, applying the Whitaker Lifestyle™ Method. The findings of the conducted hypothesis tests on the population proportion unveil that Neo-Traditional and Modern Whitaker lifestyles have the significantly highest proportion, while the overall presence of different lifestyles varies across neighborhoods. The research further demonstrates the validity of Whitaker observation techniques, media consumption differences among lifestyles and the importance of style and aesthetics while segmenting consumers by lifestyles. Finally, market opportunities are provided for firms operating in Lisbon.

A historical approach to the new secular stagnation hypothesis

In this paper, we analyze the behavior of real interest rates over the long-run using historical data for nine developed economies, to assess the extent to which the recent decline observed in most advanced countries is at odds with the past data, as suggested by the Secular Stagnation hypothesis. By using data from 1703 and performing stationarity and structural breaks tests, we find that the recent decline in interest rates is not explained by a structural break in the time series. Our results also show that considering long-run data leads to different conclusions than using short-run data.