Warc index
 

Market segmentation has evolved into an elaborate science, but time works against marketers. Consumer mindsets are constantly changing, and to develop inspired ideas, we need to shift the way we segme ...

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

Richard Storey outlines research from M&C Saatchi that divides UK consumers into eight different categories, according to their attitudes to and behaviour during recession. The spending of 'Crash Diet ...

The article discusses a new shift to a culture of visibility, an environment where it has become normal to have what used to be private, hidden or personal shifted into the public space. The culture o

The article describes a research project, conducted for a proposed TV comedy channel in Hungary, to understand humour and audience attitudes to it and to provide information to guide the launch and pr

China is the greatest and most challenging new frontier facing international marketers today. It goes without saying that marketing in China is both a major challenge and an opportunity: the country h ...

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 ...

In this article, Carlos Grande, of WARC Online, reviews Microtrends: surprising tales of the way we live today, by Mark J. Penn and E. Kinney Zalesne. As well as offering some background information r ...

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 ...

Advertisers and marketers have expended substantial resources in trying to appeal to the youth market in India, but this has largely led to the neglect of understanding the market as a whole. This pap ...

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 ...