Identifying and serving consumer cohorts


Geoffrey Precourt, Event Reports, BAA Link Brand Activation Showcase, April 2015

This event report addresses how MilkPEP built brand equity for chocolate milk as a recovery drink, thus tapping a new usage occasion for a product long regarded as a treat for kids.

John Dick, ARF Experiential Learning, Re:think, March 2015

This paper explains how CivicScience, an online data and polling company, used the data it had already collected from its panel to understand which non-demographic questions best indicated broader attitudes and behaviours.

Vicki Draper, ARF Experiential Learning, Re:think, March 2015

This paper explains how AOL, the mass media corporation, created a four phase research methodology to understand the needs of the people who consumed its online content, and improve its content strategy.

Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Red Bull Media House is drawing on its unparalleled expertise in content creation to help other brands engage consumers.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015

This event report outlines how Subaru, the automaker, has integrated its brand into both broadcast and online content.

Nielsen, March 2015

This article reveals insights from the Nielsen Share of Wallet Study which looked at spending on consumer packaged goods in the lucrative US Hispanic market.

Nielsen, March 2015

This report focuses on the attitudes and behaviours of multicultural consumers in the US, in particular the African-American, Asian-American and Hispanic communities, who now represent the fastest growing segment of the US population.

Bikram Jit Singh Mann and Supreet Kaur Sahni, International Journal of Market Research, Vol. 57, No. 2, 2015
The study investigates the antecedents of status consumption pertaining to the wedding, which is considered to be one of the most celebrated events in a person’s life. The article explores the interrelationship between the dimensions of lifestyle and brand consciousness, and the constructs related to conspicuous consumption, status consumption and self-expression.

David Atkinson, Market Leader, Quarter 2, 2015

This article describes innovative ways in which drinks marketers are responding to a pub industry that continues to decline in the UK.




Practical tips, examples and recommended reading



Key trends and theories in effective segmentation


Consumer segmentation: Subculture targeting

Understanding valuable communities in the US


Segmentation challenges

Cluster analysis application in market segmentation


U.S Marines: Segmentation

Bringing Rambo and Bono together through research