Warc Briefing: Segmentation

This briefing offers an overview of the history, theories and key trends related to Segmentation. This report traces the shift from demographic and values-based segmentation to the so-called Third Age of segmentation where consumers' allegiances are more fluid and marketers need to create ongoing dialogues with shoppers to track them.

Warc Briefing: Segmentation

Definition:Segmentation is the process of identifying and grouping individuals with similar needs, attitudes and behaviour.

Quick facts

  • Coca-Cola's "global tribes" vision attempts to cluster similar customers across its 450 brands.i
  • Half of Peugeot's UK buyers in 2008 bought one model (the 207), but for different reasonsii
  • Twitter hashtags – symbols used to connect Tweet-ers with shared interests – have been praised as self-segmentation tools.iii

History and outlook

This is often called the "Third Age" of segmentation.

The First Age was characterised by attempts to group consumers based on relatively...

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