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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.

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.

Travel is booming for Australian Boomers

This article assesses the opportunities for tourism and travel marketers amongst older demographic segments in Australia and provides recommendations for how to reach them.

Carhartt builds its brand with makers and doers

This event report shows how Carhartt, the apparel brand, boosted its standing with members of the "maker movement" while maintaining its traditionally high standing with people working in physically demanding jobs.

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