Segmentation: Psychographic, values

 

This joint research report by OMD and 20plus30 Consulting aims to help marketers understand how older consumers in the UK respond to different types of advertising. Key findings include: the 50-plus a ...

This paper describes how Rexona (a Unilever brand) had lost its way in France, and how research created a new category language to show the way back to growth. A fusion of different approaches was use ...

This paper describes the experience of developing Orange's European mobile consumer segmentation and applying it to the UK market. The process started in 2003 with a major study in Orange's six main E ...

With the help of innovative research, TVS, a leading two-wheeler company in India, moved beyond the conventional path of functional, technical and design superiority to build a deeper connection with ...

The increasingly 'irrational' behaviour of consumers, their creativity when interacting with products, the context-led product usage and brand choices are developments which can simply no longer be ig ...

This paper addresses one of the core roles of market research, that of a translator between the business objectives of clients and the needs of people, and demonstrates that it is increasingly importa ...

Since the beginning of our industry one of our main pre-occupations has been with how to distinguish between individuals in meaningful ways. In a marketing context this means identifying types of peop ...

This article argues that most consumer segmentation research is of limited usefulness because it fails to provide a holistic picture of value to different users of the data, and proposes a more `joine ...

Previous research on ethnocentrism and lifestyle has focused on attitudinal segmentation. However, consumer attitudes may not always be consistent with the actual purchasing decision. Since behavioura ...

The goal of customer segmentation, the cornerstone of strategy development, is to identify homogeneous groups of customers that will respond in a consistent way to changes in the marketing mix. Interp ...

Even if consumers know what they want, they are often unable to select the product option that promises the highest expected utility, simply because their individual product conceptualization is incom ...

This paper approaches, in exploratory way, the use of a Segmentation system by Personality Features to understand the differences of behavior of the Brazilians regarding the acquisition of private pen ...

This paper discusses the challenges of marketing to mothers. They are more important than ever, but are also demographically very different from what they used to be (they are, for example, more afflu ...

Need based segmentations are based on psychological needs or motives present in every one of us. The more fundamental these needs are, the more they can be considered universal: the need for status is ...

India is, unequivocally, a diverse country. This paper takes a geographic, zonal approach to unravel India's diversity because it serves as the most actionable way of studying the market, since most m ...

Certain archetypes seem to be more prevalent and applicable to certain cultures, yet do not resonate with others. The key question is whether something can be superimposed on archetypes that can help ...

Christophe Fauconnier, global accounts director of Synovate Censydiam, argues that most conventional segmentation techniques fail to answer the most important question: 'How can we move people to enga ...

Thai consumers regard investing in stocks and shares as gambling – it is high risk and possibly high return. The Thai Stock Exchange wanted to counter negative public perceptions and so commissioned r ...

This paper explores the viability of Hispanic youth as a target market segment for the North American automotive industry, and provides an understanding of the similarities and differences between thi ...

In a survey among 500 chronically ill patients in Germany, three heterogeneous clusters could be identified: the actively informed; the uninformed disciples; and the critical deciders. The three clust ...

China's huge size and population raises interesting questions as to how marketers can best approach the entry of their brands and products into this consumer frontier. The paper seeks to demystify Chi ...

Global marketing is undoubtedly now an established discipline. More and more strategies are designed to capitalise on common consumer characteristics across the world. This paper outlines some of the ...

For years, marketers have considered the Saudi female consumer segment as taboo, especially as they are completely veiled and can not be approached or touched. This paper provides insights into female ...

This paper deals with a highly pertinent and relevant issue in modern life: that of understanding values and how these can have a positive effect on business strategy, in order to affect the bottom li ...

The attitudinal classification studied in this research shows a strong predictive validity in the segmented world of subscription channels. This predictive validity was assessed within the nationwide ...

In order to make informed growth decisions, it is helpful for retailers to be able to find consumers in the population who “look like” their current customer base. Insight Research Group conducted thi ...

This paper addresses two questions: what defines Chinese consumers in the context of Asia, and the world? And how do you build globally consistent platforms while respecting and reflecting Chinese cha ...

The paper introduces an actionable way of understanding how brands express their core values to address consumers' fundamental motivations. We believe there are a set of universal needs that brands ca ...

The debate around globalisation continues. Key commentators warn us that the marketing strategy pendulum has swung too far towards one-size-fits-all versus local relevance. Our own experience as marke ...

This paper describes how Unilever Bestfoods integrated and totally changed the role of market research within its organisation in order to align with its business growth strategy. To drive growth, the ...