Identifying and serving consumer cohorts


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.

Lisa Edgar, David Bunker and Kevin Cowan, ESOMAR, Congress, Nice, September 2014

This paper sets out the case for using "perceived age" for segmention, which can be more predictive of consumer behaviour than chronological age alone and includes supporting work conducted with the BBC, the media organisation.

Marlene Cohen, Nick Graham, Jayne Hickey, Elaine Ho, Tom Lilley and Jacky Parsons, ESOMAR, Congress, Nice, September 2014

This paper argues that people with more interesting and unusual experiences, attitudes and backgrounds – 'extreme consumers' – can unlock insights that transform the work of marketing and innovation teams.

Low Lai Chow, Case Studies on Warc, July 2014

This case study looks at how British Airways tapped into business-related social media to attract its target audience with carefully selected content.

Maria Domoslawska, Heather Dougherty and Mark Canada, ESOMAR, Congress, Nice, September 2014

This paper provides practical advice for market researchers who feel overwhelmed by the amount of  data generated by new technologies and want to incorporate traditional research methods into this new 'paradigm'.

Megan Averell, Admap, September 2014

This article discusses 'relevance' in marketing directed at millennials and argues that many attempts at this fall short.

Nick Hirst, Admap, September 2014

This article sets out the basic features and benefits of 'proximity beacons' - low-cost transmitters which use Bluetooth to provide location targeted communications in stores.

Eli Goodman and Tania Yuki, comScore, May 2014

This presentation sets out the opportunity offered by Instagram, the photo-sharing platform, for brands to engage with consumers, including how some brands are already using it and how Instagram may evolve.

comScore, June 2014

This article explores issues surrounding changes in video viewing habits as more people watch digital video on different devices and how this impacts on audience measurement, and proposes a 'total video' model for more effective 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