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Key reading

Consumer insight

How to segment a market

This Best Practice paper offers guidance and recommendations on market segmentation projects. Specifically, it talks through effectively segmenting a market – and embedding the focus on a segment across the business – suggesting that segmentation is less about research than organisation. It uses examples from brands such as Miele.
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Why consumers don't fit into neat boxes

Byron Sharp argues that brands with quite different features end up selling to the same people as rivals.

How to use segmentation effectively

Best Practice paper on the way in which segmentation is used to identify groups of potential customers.

Post-demographic consumerism

Why people's lifestyles and mindsets are more important than gender, age and income as predictors.

Latest articles

Forecasting financial products acquisition via dynamic segmentation: an application to the Italian market

The topic of market segmentation is still one of the most pervasive in marketing.

How we became curators of cool: What the Tumblr generation can teach us about doing research

This paper explores the research method of Connectivity as a way to empower brands to better understand and engage consumers, by using the 'Tumblr generation' as a target group example.

The future fan: Exploring the evolution of music fandom and what it means to brands and the media

This paper examines the world of fandom, its evolution, drivers and future direction, using Twitter as the baseline platform and outlining a social media usage strategy that can serve the music industry.

Project 72: Understanding the Millennial experience in Las Vegas

This paper explores the development of a research project looking to understand the drivers behind young peoples' desire to visit Las Vegas.

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