Identifying and serving consumer cohorts


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.

Lena Roland, Event Reports, Life Less Linear, July 2014

This event report looks at research into consumer lifestages and suggests that marketers are often guilty of stereotyping different age groups and need to rethink their strategies as people's life journeys become ever more complex.

Jonathan Sinton, TNS, Connected Life, July 2014

This article sets out why brands need to develop a fully mobile-centric strategy that goes beyond just delivering a responsive version of the PC experience.

Sumant Bhattacharya, Warc Exclusive, July 2014

This article explains how family structures in India moved from extended to nuclear families, and how the nuclear family is now giving way to more complex structures.

Geoffrey Precourt, Event Reports, ANA Digital & Social Media, July 2014

This event report explains how Equinox, the chain of premium gyms and health clubs, is using digital and social media to connect with its target audience.

John Davidson, Event Reports, Festival of Media Global, April 2014

This event report sets out the latest trends and perspectives regarding programmatic advertising, including benefits such as cost savings through cutting waste.

John Davidson, Event Reports, Festival of Media Global, April 2014

This event report discusses how Pottermore, the digital platform for the Harry Potter universe developed by JK Rowling and Sony, has built digital engagement for the all-conquering series of books published between 1997 and 2007.

Stephen Whiteside, Event Reports, Internet Week New York, May 2014

This event report explains how SOL REPUBLIC, the headphones brand, is targeting an audience of 18–28-year-olds, and seeking to stand out in a category currently dominated by Beats by Dre, the market leader.




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