Identifying and serving consumer cohorts


Low Lai Chow, Event Reports, Spikes Asia, September 2014

This event report considers how brands can harness music to add value to their consumer campaigns.

Stephen Whiteside, Event Reports, Advertising Week New York, October 2014

This event report shows how The Cosmopolitan Hotel of Las Vegas and United Airlines created a new media channel to connect with flyers travelling to the city.

Amitava Chattopadhyay, Warc Exclusive, Warc Webinars, November 2014

This presentation accompanies the Warc Webinar, Insights into market entry strategies into India, which explains how to best overcome the challenges posed by this large and diverse population.

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

This event report shows how MasterCard, the payments company, has put engaging experiences at the heart of its branding efforts.

Adina Poenaru, Sid Simmons, Keith Goffin and Paul Baines, Warc Best Practice, November 2014

This article suggests that market segmentation is as much about how you do as what you do with it, and offers guidance for effectively segmenting a market - and embedding the focus on a segment across the business.

Joseph Clift, Event Reports, ad:tech London, October 2014

This event report describes how Sky, the UK television broadcaster, has developed technology which allows advertisers to better target households by demographics.

David Atkinson, Market Leader, Quarter 4, 2014

This article explains how Desperados, a small drinks brand which mixes beer and tequila, used a carefully targeted campaign to launch in London, UK, and create a 'cool' image.

Sonya Misquitta and Dheeraj Sinha, Market Leader, Quarter 4, 2014

This article sets out some of the mistakes made by multinational food companies launching products in emerging markets, and explains how to avoid them in the future.

Amy Jo Coffey, Journal of Advertising Research, Vol. 54, No. 3, 2014
This study examined advertisers that target Spanish and other non-English-speaking U.S. audiences across multiple media platforms. The goal: to identify which audience and market factors are valued most by advertisers and, thus, to be able to predict the likelihood of investment in ethnically focused advertising.




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