Objectives: Segmentation

 

This paper argues that demographics based on socio-economic status no longer work for marketing, at least in the UK. There has been a major shift from collective to individual values, along with the r

The article discusses consumer segmentation and the importance of targeting a product only to those who want it. A segmentation study for Delphine, a major women’s fashion label, is described. Women w ...

The article describes an attitudinal segmentation of parents and young people, conducted for the Department for Children Schools and Families (DCSF). The central question for the study was 'Which fact

This article describes a method for classifying and segmenting people according to their liking for music, based on the idea that those with similar music preferences have similar emotional, personali

This article discusses segmentation methods, illustrating them through a case study (for MasterCard Worldwide in several European markets). The key criteria defining a 'good' segmentation are reviewed

This article discusses the role of consumer insights in social marketing programmes. Relevant ways in which social marketing differs from commercial are: 1) barriers for behaviouyral change are more v

The article describes a customer segmentation research project carried out for Kiasma, a contemporary art museum in Helsinki, Finland. The objective was to stem decline in visitor numbers by understan

Has the monopoly of traditional population segmentation criteria and sampling methods come to an end? Can demographics (employment, age, sex, ethnicity, etc) or behavioural consumption and cultural ha ...

Psychographic segmentation has been known to be effective for four decades, but remains underused. This is because of a lack of universality (psychological variables are largely formed by culture, whi ...

This article argues for the value of 'hybrid' segmentations which combine 'static' (survey or census-based) data with 'dynamic' (panel-based) data. Hybrid segmentation is becoming more practicable wit ...

This article describes Nuanced Portraits, a tool for additional segmentation. Types of segmentation include attitude and usage studies (discrete groups matched with products); relationship marketing ( ...

At a time when the importance of individual consumers and 'one-to-one' dialogue is increasingly recognised, why do so many companies still fail to practise segmentation or targeted communications? Rea ...

This introduction to Admap's report on segmentation reviews the benefits and problems associated with the technique, which aims to identify a specific type of person at whom to target marketing. The r ...

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 ...