Identifying and serving consumer cohorts


Vincent Rousselet, Market Leader, Quarter 4, 2014

This article discusses the rise of the 'hybrid' consumer and explores the underlying trends that are driving this development.

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.

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'.

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.

Megan Averell, Admap, September 2014

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




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