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Key reading

Consumer insight

How to use segmentation effectively

This best practice paper provides an overview of segmentation - from identifying groups of potential customers who are clustered around common traits to understanding how they may best be reached and how they will respond to different messages and appeals.

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.
Not a subscriber? Download this sample

Post-demographic consumerism

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


Latest articles

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.

How to market effectively in a multicultural nation

This article describes best practice for marketing effectively in today's multicultural United States, where roughly 40% of the population is non-white, constituting a big demographic shift; at their core, marketer's problems arise from siloing by profile.

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.

Cultural embeddedness of products: a new measurement of culture and its effects

This paper develops a measurement of culture on the product category level, called the cultural embeddedness of products (CEP) scale, and progresses the scale in accordance with standard procedures.

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