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Lifestage segmentation

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Article

This article explores the concept of age, specifically in terms of 16-19 year olds and those over 65, in relation to branding, personal attitudes and perceptions, and responses to music.

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.

Research Paper

This paper reports on a global study seeking to understand whether Generation X consumers have grown 'boring' in their middle age; it concludes they have not and still retain some original, youthful traits.

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 paper describes how a method of ethnographic research conducted on the Indian Railways delivered insights into generational interplay and demonstrates how it can be used in other cultures and countries.

Research Paper

This paper explores the research method of Connectivity as a way to empower brands to better understand and engage consumers, by using the 'Tumblr generation' as a target group example.

Article

This report covers how brands can develop a 'lifetime customer experience' that engages aging consumers.

Article

This article demonstrates how firms can grow profits in Asia by meeting the needs and expectations of the senior market, which has been largely ignored.

Article

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

Article

This event report considers how financial services brand MasterCard is repositioning itself as a lifestyle brand rather than a simple payments brand.

Article

This event report demonstrates how Under Armour, the sports apparel brand, in partnership with agency Droga5, effectively connected with female consumers despite the brand’s overwhelmingly masculine heritage.

Article

This short article suggests that brands should help people break out of demographic stereotypes and express their individual identities.

Research Paper

This paper shares the findings of a research project into the lives of young people aged 13-24 across 11 international markets, using mobile diaries to cover attitudes towards friends, media, brands, education and socialising.

Research Paper

This paper argues that the characteristics of Generation Z, who are more independent-minded and confident with technology, will drastically change the market research industry.

Article

This event report outlines how PepsiCo, the food and beverage giant, is staying ahead of cultural shifts among millennials.

Article

This event report shows how Schick, the razor brand, successfully tapped YouTube influencers in order to engage with millennials.

Article

This event report debunks several common myths about millennials, based on analysis from IRI, the research firm.

Article

This event report outlines how Heineken, the brewing group, is using an "occasion-based approach" to reach consumers at the various moments where they drink beer.

Article

This article discusses how Do-it-Yourselfers form a complex and growing group of consumers in the US – that can be used to empower brands.

Article

This event report details cleaning brand Clorox's attempts to move beyond targeting mothers with "lily-white sheets" and engage new audiences, including millennials and men.

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 argues that marketers need to spend more time thinking about older consumers, and less time focussing on millennials.

Article

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