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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.


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The changing face of the beauty customer

This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.

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 IZZE reaches “hipster millennials”

This event report addresses how IZZE, a beverage brand primarily targeted at "hipster millennials", is engaging this marketing-averse audience.

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