AskMen asked over 75,000 men about what it means to be a "modern man" and got a very interesting set of answers (Some answers are as expected, but quite a few are surprising).
Who and what is "the modern man"? Arriving at a definition tends to involve making a lot of assumptions, and descriptions of the modern man are varied and plenty: there's the player, the family man, the workaholic, the dandy (to name just a few). Determining whether or not any of these portrayals are factual largely boils down to a single question: Is there any real data to back them up?
Here's the result of the Great Male Survey of 2008: http://static.askmen.com/specials/2008_great_male_survey/index.html
Example:
Q5: What type of shampoo
Winner (at 37%): It's a specialty shampoo.
Misleading.
63% selected either: it's the one I've always used, or no specific type, or it's cheap
The true message is most guys don't care.
Example 2:
Q:What perception about your car?
Winner (at 41%): I don't give a damn
But 59% either want to impress, or not be embarassed.
The true message is most guys care about their image when it comes to their car.
That's why it doesn't work.