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Key reading

Consumer insight

How to use segmentation effectively

This best practice paper provides an overview of segmentation. It discusses using it to identify groups of potential customers who are clustered around common traits, understanding how they may best be reached and how they will respond to different messages and appeals.
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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.

Market segmentation

A guide to segmenting consumers and embedding segments across a business.

Post-demographic consumerism

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

Latest case studies

MasterCard: Rugby World Cup 2015: 44 Days of Crazy

This case study explains how MasterCard, the financial services company, created '44 days of craziness' to connect with rugby fans during its sponsorship of the Rugby World Cup.

Fáilte Ireland: Making Dublin click again with tourists.

This case study shows how Failte Ireland, a national tourism body, reversed tourism decline in Dublin by engaging with visitors online.

Switched On: Moving Bord Gáis Energy from state sector monolith to private sector powerhouse in eight short years

This case study describes how Bord Gais Energy (BGE) successfully moved from a state sector monopoly to a private sector company in the hyper-competitive Irish energy market by using marketing and advertising as a strategic business tool.

BMW: Driving Moments That Matter

This case study describes how automobile manufacturer BMW created a timely connection with its American audience to drive consumers into dealerships.

Latest articles

Neuroscience & TV Commercials: Cross-Cultural Marketing in Australia

This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.

How HP uses geotargeting and social data to boost ROI

This event report outlines how HP leverages various digital tools and data sources to help drive demand for its printers.

Target’s turn-around: boosting sales with creative segmentation in Australia

This event report explores how Target, an Australian retail brand, boosted sales by adopting a pioneering online to offline digital approach.

Understanding McDonald's and Subway Customers in Australia

This infographic provides insights into the customer demographics of 125,000 Australia fast food consumers in Melbourne, Sydney, Brisbane, Perth and Adelaide based on location and mobile data.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
Ed Pank

Asia Pacific

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