Segmentation: Techniques

 

Shaziya Khan, vice president and strategic planning director at JWT India, explains how she used the concept of the Spiritual Quotient (SQ) to help understand the people of south and south-east Asia. ...

Ideally for both marketers and consumers, advertising communications would only reach their target audience at a time when receptivity is at its highest. In reality, however, targeting - or focusing o ...

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 ...

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 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 ...

With a relatively stagnant market, regulated to the point of no advertisements, SMA baby milk was hoping to increase its awareness of the sector. Through developing a segmentation approach to understa ...

Argues that turning quantitative data into `insight’ is no longer enough: market researchers, especially in new product development, need `foresight’, the ability to predict future trends. A key compo ...

Describes a segmentation research study of the baby mik market for SMA Nutrition, and how it was used.

Describes how a public sector charity organisation, ENCAMS (Environmental Campaigns) was turned round by innovative use of market research. Illustrates how with support from the top research can make ...

This paper explores a major issue facing brands and organisations - the need to stimulate fresh thinking and prepare for tomorrow's market. The paper demonstrates how a creative research design involv ...

This paper is evidence of the success of a client research company partnership, an efficient use of multivariate analysis, a creative system to define potential for social mobility and an innovative a ...

A cornerstone of marketing theory is that segmentation can play a crucial role in any marketing strategy. The purpose of this paper is to offer an approach that integrates the subjective and objective ...

The paper will establish the need and illustrate the advantages of an integrated brand architecture framework combining the advantages of linking overt benefits and underlying human needs / motivation ...

This article by Mary Stewart-Hunter, OMD Europe, and Michaela Berganthal, Sony Electronics Europe, describe an ambitious project that aims to provide an actionable segmentation of the entire European ...

Fragmentation of consumer markets is a generally accepted phenomenon. Market segmentation models based on demographic features or lifestyle have become so complex that their value in the strategic dec ...

This paper presents a new approach to consumer segmentation, in which the aim is to reveal archetypes rather than segments per se. We outline the limitations of conventional segmentation approaches, a ...

Developing innovative applications for existing data sources and techniques is the hallmark of good research organizations. Researchers and strategists optimize their investment in data and methodolog ...

Many client-side research groups seek to challenge and change the paradigms in which their business operates into more consumer-centric ones. This paper describes how a single global segmentation stud ...

In this introductory article to Admap’s focus on consumer segmentation, the author outlines the history and status of segmentation as a marketing technique. Criticisms are discussed and a useful shor ...

This paper introduces a form of neural network known as the self-organising map (SOM), which has been used extensively outside of marketing. The SOM clusters data in a manner similar to cluster analys ...

Cluster analysis has been successfully used in market segmentation for several decades. However, alongside evidence for the value of the technique, a number of studies have highlighted the importance ...

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 ...

Although lifestyle research is abundant in western countries, similar research is absent in China due to historical reasons. More recently researchers and organizations have begun to pay attention to ...

The brand management structure has a long history in fmcg firms, but many would claim it has outlived its usefulness. In support of this view, Tait argues that dramatic decreases in consumer loyalty p ...

In this disguised case study Donna Kotronis, McCann-Erickson NY , and Michael Lieberman, Multivariate Solutions, describe how multivariate techniques can be used to exploit defined market segments. T ...

This paper provides a case history for multi-country conjoint measurement. The project began as an exercise to understand the features and communications of a food product across many countries, but t ...

The UK currently has about 20 million people who are 50 years old or over. This number is expected to grow to 25 million by 2021. Older people offer new market opportunities, and companies that choose ...

Michael Lieberman describes a case study based on a gasoline product and demonstrates how various research techniques can help to predict future buying intentions and develop a brand communications st ...

The public objective analysis cannot be independent of the relationship that exists between the brand and the consumers of the category. To manage our communication strategy properly we have to keep i ...