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Segmenting consumers

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News

AUSTIN, TX: MGM Resorts International, the hotels and gaming group, believes that "theming" the customer experience plays a key role in ensuring consumers remain excited and engaged when visiting Las Vegas.

Research Paper

This paper examines the challenge of completing the first commercial market research study in Cuba since its revolution in 1959.

Research Paper

This paper describes consumer and shopper research that led to a successful portfolio reconfiguration of PepsiCo's salty-snack multipacks in Colombia.

Article

This report assesses customer attitudes, in relation to how HSBC could rethink segmentation when producing their five year plan.

Research Paper

This paper suggests an alternative procedure to the rating of places according to the assumption that averaging data on a number of different criteria presents a valid representation of a general pattern.

Research Paper

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.

Case Study

This case study describes how Coors Light, the US beer brand, remedied declines in sales and penetration by creating Climb On, a campaign that echoed a desire shared by all people - not just men: to overcome obstacles.

Case Study

This case study describes how the OTC pain-killer Advil, regained its equity and consumer connection in the US with an omni-channel campaign, "Distant Memory".

Case Study

This case study describes how Rwandan genocide survivors' charity, SURF, drove engagement and brand awareness to promote jewellery made by genocide widows, using audience surveys and data-optimised creative units.

Case Study

This case study describes how Garnet Hill, a US retailer, created a mobile studio to provide an experience to customers, capable of reviving both the brand and the OOH media platform.

Case Study

This case study describes how Baby Dove identified the digital behaviours of first-time mothers to launch into the baby care market in India.

Case Study

This case study describes how tech company Google set out to build love for its brand by creating a dedicated hub, The Voice, to give young Taiwanese citizens a platform in the country's presidential elections.

Case Study

This case study describes how Benzac, a US OTC acne treatment manufactured by Galderma, used social data to create a custom panel of influencers - 'Cool Kids' - to then partner with relevant publishers and curators to build an emotional connection with teens.

Case Study

This case study describes how Nexplanon, a long-term birth control brand in the US, used big data to approach new professional and consumer audiences with the campaign 'ARMOR up'.

Article

In this article, the author adds her own contributions on how to use data to gain human insight into customer needs.

Article

This article looks at what programmatic can do to move away from the relentless targeting that ultimately only alienates consumers, and become better targeted and tailored messaging welcomed by its audience.

News

SYDNEY: Chinese personal shoppers, known as "daigou", have emerged as a powerful consumer segment in Australia, as more Australian brands head for the lucrative China market.

Article

This event report outlines how Sony Pictures, the movie studio, is using digital media to reach consumers in new ways.

Article

This article examines how a new kind of analysis can take segmentation one step further by relating two or more sets of variables, providing a far more refined analysis.

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Article

This article considers the hype attached to the belief that Millennials are unlike any other generation, and finds that the majority of the cohort are much like older compatriots - unless they are affluent.

Case Study

This case study describes how Big Heart Pet Brands responded to the discovery that pets don't get treated during cultural holidays, exploiting this gap in the market by creating great gifts for pets: treats.

Opinion

The marketing industry recently received some sobering news. A  study commissioned by Thinkbox reported a significant disconnect between people working in the industry, and those with whom they are communicating.

Article

This article, based on research by Yahoo!7, in Australia, outlines the similarities between Gen X and millennials when it comes to content consumption.

Article

This event report details how Wells Fargo, the financial services provider, is aiming to reach consumers in the "new mainstream".