Objectives: Segmentation

 

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 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 ...

Understanding consumer values is one of the most critical elements in any successful marketing strategy and planning. Considerations of price and quality matter for consumers, but, in many instances, ...

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 ...

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 ...

The paper describes how predictive research analytics has been used to optimise MyTravel's property portfolio, resulting in a redefined hierarchy of importance in terms of what guests want from a hote ...

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 brings a new and interesting view of how to explore innovative ideas in early stages with consumers, making them powerful and even more relevant and avoiding future project fails. This meth ...

Based on a showcase in the automotive field, this paper shows how ethnography can provide detailed and rich profiles of consumer segments, which allow validating a segmentation-based typology. Alterna ...

The paper through a case study will discuss an innovative segmentation approach that delivers actionable segmentation to marketers. It proposes segmenting consumers based on 'the cognitive mental proc ...

The paper presents results of a fundamental work conducted across a wide range of Unilever products in Brazil to provide knowledge-based guidance for a multi-faceted CRM program. The paper shows the i ...

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 ...