Segmentation

Identifying and serving consumer cohorts

Segmentation


Stephen Whiteside, Event Reports, The Market Research Event, October 2014
This event report demonstrates how KitchenAid, the appliances manufacturer, leveraged the iconic Stand Mixer as a device for driving up demand for the rest of its portfolio. The Stand Mixer has long been a fixture in households across America, and enjoys huge practical and emotional resonance for consumers.

Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report provides five tips for strengthening the role of the market-research function, based on insights from Under Armour, the sporting goods group.


Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, explains why Millennials - people aged around 18-34 years old - should be marketers' chief concern.


Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, explores rising consumer expectations of brand experience both online and offline, as focus on in-store experience is renewed.


Stephen Whiteside, Event Reports, The Market Research Event, October 2014

This event report reveals how UGG, the category-defining brand of sheepskin footwear owned by Deckers Brands, learned the value of market research.


Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2014

This event report breaks down Kraft's approach to "agile and addressable" marketing – an approach seeking to move beyond mass-market messaging to more tailored, individualised communications.


Barbara J. Phillips, Jessica Miller and Edward F. McQuarrie, International Journal of Advertising, Vol. 33, No. 4, 2014
Pinterest represents a new kind of social media that satisfies distinct purposes for female consumers, even as it opens up new opportunities for advertisers. We approach Pinterest as a web-enabled form of scrapbooking and collage, where novel forms of indirect persuasion take place.

Eun Sook Kwon, Eunice Kim, Yongjun Sung and Chan Yun Yoo, International Journal of Advertising, Vol. 33, No. 4, 2014
Both the advertising industry and academia have given increasing attention to the importance of consumer relationship building on social networking sites. By surveying 400 brand followers on Twitter, this study provides a baseline understanding of both motivations and relationships between identified motivations and key consumer–brand relationship variables (i.e. brand identification, brand community commitment, relationship continuance intention, and brand recommendation intention).

Tony Regan, Warc Best Practice, December 2014

This article sets out the key issues in planning for mobile, and provides guidance for incorporating mobile into integrated communications plans.

WARC RECOMMENDS


BEST PRACTICE

Segmentation

Practical tips, examples and recommended reading


WARC BRIEFING

Segmentation

Key trends and theories in effective segmentation


ARTICLE FOCUS

Consumer segmentation: Subculture targeting

Understanding valuable communities in the US


RESEARCH PAPER

Segmentation challenges

Cluster analysis application in market segmentation


CASE STUDY

U.S Marines: Segmentation

Bringing Rambo and Bono together through research