People are Different If You Know How to Look

Explores the use of segmentation in marketing and suggests that it is not always as helpful as it might be, because, amongst other things, some categories may be relatively homogeneous, people have varying needs states, and there may be additional factors such as product availability and other marketing activity which have an influence.

People are Different if You Know How to Look

Julian R P Bond,and Dr Leigh Morris,Research International

INTRODUCTION

The qualitative concept of segmentation is something that we pick up at a very early age. As young children we naturally group things together. Be it boys and girls, adults and children, the concept of splitting people into groups is essential to our lives. This social categorisation process (Turner, 1986) helps us to simplify the world we live in, and reduces uncertainty in our social interactions (Abrams & Hogg, 1996).

Given our reliance on categorising people (and...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands