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Demographic & socio-economic segmentation

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Article

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

Article

This article suggests that demographic profiling is useless to marketers and they instead should focus on serving consumer state of mind and cultural moments.

News

CHICAGO: Marketers need to look well beyond demographics if they want to engage with millennials and members of Gen Z, according to insights from BuzzFeed, the online media company.

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.

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.

Research Paper

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

Research Paper

This paper explains a project from the UK Government's Home Office to understand and identify the groups most vulnerable to serious and organised crime in order to increase prevention efficiency and reduce crime.

Research Paper

This article questions the use of outdated targets when buying TV, showing how linear TV is beginning to exploit the proliferation of data.

Article

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.

Article

This report examines the relevant consumer insights for coffee chains and QSRs in the major South East Asian cities of Singapore, Hong Kong, Jakarta, Bangkok, Kuala Lumpur and Manila over a month in mid 2015.

Article

This infographic provides an insight into the consumer behaviour of more than 200,000 Singaporeans shopping in six of the nation's biggest shopping malls during 2015's Great Singapore Sale.

Research Paper

This case study demonstrates the approach used by HSBC, the bank, to understand its Emerging Affluent audience in order to build successful global customer propositions.

Research Paper

The topic of market segmentation is still one of the most pervasive in marketing. Among clustering techniques, finite mixture models have gained recognition as a method of segmentation with several advantages over traditional methods; one variant of finite mixture models – the latent class (LC) model – is probably the most popular.

Article

This article examines why companies in Japan are ignoring the business opportunities that an ageing population offers and provides suggestions for how marketers can reach older markets.

Article

This article explores four opportunities for brands in the 'post-demographic world', where lifestyles and mindsets are more important than gender, age and income as predictors of behaviour.

Article

This article gives an overview of affluent consumers around the world, who are more likely to be male, aged 25-34 and married.

Article

This article outlines the findings of research into the global affluent middle class undertaken by the Collinson Group.

Article

This report examines the demographics and buying power of the Asian-American segment, focusing on the food & beverage and health & beauty categories.

Article

This article looks at the growing importance of 'rurban' India as small town and rural consumers fuel growth in many categories.

Article

This article looks at the factors driving growth in India's rural markets and the challenges that marketers face.

Research Paper

This paper details research into how women in Brazil use smartphones, focussing on the similarties and differences between consumers at each end of the socio-economic scale.

Research Paper

This paper investigates how the social identities and preferences of Brazil's ascending middle class are formed, to help fashion retailer C&A plan ahead.

Research Paper

This paper investigates consumption motivations in Brazil, and argues that differences between socio-economic classes has become less marked, making segmentation along these lines ineffective for marketers.

Article

This report describes the 'super investor', an emerging category of consumer in India with large amounts of money to invest - and an active interest in their investments.

Article

This report studies how companies wishing to predict the future of the ASEAN region must understand the fundamental changes currently taking place in the populations and urban areas of these countries.