Segmentation: Consumer segmentation and targeting

 

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. ...

Humans are a 'neotenous' species, retaining youthful traits well into adulthood. This paper explores the juvenile elements in adult motivation and behaviour, outlining the implications these have for ...

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 ...

14% of all single-person householders in the UK are aged 30-40. Joel Conway, an associate director at RDSi, looks at the values, lifestyles and desires of this growing target group. He describes two t ...

Olivia Johnson, planning director at Hooper Galton, advises on how to produce successful campaigns in today's fragmented and cacophonous media environment. She argues that too few brands have a truly ...

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 ...

Graham Ellor, director of planning at TDA, argues that the current 'top-down' way of developing and exploiting the 'big idea' (usually a consumer proposition)- i.e. heavy advertising followed by adapt ...

This paper explores how as much as 20% of the UK’s biggest retail promotion budgets are wasted by advertisers who continue to try to talk to all Britons in the same way. Clilverd believes that the jo ...

This paper provides an overview of segmentation and the way in which it is used by marketers to identify groups of potential customers who differ importantly in relation to their product or service, a ...

Describes the `Six Sigma' service for marketing process improvement. The current demand from CEOs for accountability of media and marketing spend is driven by results which are generally poor, as is s ...

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 consumers are becoming less driven by desire for ownership of possessions and more interested in other kinds of value (experiences, emotions, ethics and engagements). Segmentation analysis ...

Michael Lieberman, founder and president of Multivariate Solutions, explains ‘virtual targeting’, a technique for building a profile from a primary database and testing it, before applying it to a lar ...

Argues that inter-cultural differences are increasing in America, and that segmented marketing is essential. Multicultural marketing should be integral to the whole marketing plan and marketing and ag ...

Argues that multicultural marketing is really consumer segmentation. It is odd that many segmentation methods do not include ethnic affiliation or language preference, since it is easy to collect. Som ...

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 ...

Studies from respected sources such as the Pew Global Attitude project have shown marked declines in positive attitude towards the United States. These negative attitudes, however, are directed more t ...

This paper aims at analyzing the particular features taken on by a segment commonly called the young population, defined as such only on the basis of an age bracket classification, in a country marked ...

The basic objective of this research is focused on the world of youth and young adults (aged 12 - 25 years) in Mexico, their lifestyles and habits. To achieve this, two different research studies were ...

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 ...

This study provides a theoretical and empirical analysis of the relevance of geodemographic segmentation as a support tool in the definition of an optimal geographic price discrimination strategy on t ...

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 ...

Mark Earls, executive planning director at Ogilvy, argues that the mass (as in mass marketing) has not been usurped by the individual, as is the popular view. He shows that the mechanism that drives ...

Clarín, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world’s eighth largest newspaper. As with newspapers worldwide, Clarín is experiencing re ...

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 ...

This article reports on research in the UK, France, Germany, Italy, Brazil, the Philippines and Russia to try to find out ‘what women want’. Chiara Vascotto, RDSi, explores the many dimensions of con ...

Davina O’Donoghue and Louise Steele, of EVO Research and Consulting, argue that lifestage is no longer an adequate segmentation method. They report on research comprising multi-lifestage workshops in ...

Jonathan Clark, co-founder of Clark McKay and Walpole, uses many practical examples to illustrate the importance of using insight and creativity when communicating with market segments. He argues th ...

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 ...

Barbara Elson, head of database and direct marketing at 23red, considers the history and growing disaffection for segmentation strategies, consumer-centric marketing and CRM. Using examples such as S ...