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Topic Key reading on segmentation techniques including demographics, lifestage and psychographics

Article

This article explores how Qantas, Australia's national airline, is using data to improve its customer experience and rethink audience segmentation.

Article

This event report outlines how Carnival Corporation, the cruise-line group, is delivering personalized experiences to guests using wearable tech and smart software.

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.

Article

This event report outlines how MGM Resorts International, the hotels and entertainment group, delivers uniquely engaging experiences to guests visiting its Las Vegas-based hotels and casinos.

Research Paper

This paper explores the different types of TV audiences in Latin America and attempts to identify any changes in TV consumption within the region, using both quantitative and qualitative approaches.

Research Paper

This paper describes a research project for Mercado Libre, a Latin American ecommerce platform, which wanted a better understanding of its own position against those of its competitors in the online shopping market.

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.

Research Paper

This paper describes a research method used in Latin America involving automated telephone interviews combined with a semantic analysis of the output.

Article

This article posits that marketers must remember that they are in the business of building customer relationships and that the best brands behave as butlers.

Article

This infographic is based on research from GlobalWebIndex, in which more than 24,000 cinema goers from across the globe were surveyed on their internet habits.

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.

Research Paper

Resonant advertisements—which employ a twist or deviation to create multiple meanings—commonly are used by marketing practitioners.

Research Paper

This article provides an excerpt from a best practice study, commissioned by CIMM to identify the best and worst practices and provide frameworks and guidelines that brands could apply when conducting cross-device and cross-platform exercises in consumer matching.

Article

This paper analyses US research data to explore the nature of the millennial psyche in relation to purchasing trends across wearable technology.

News

SYDNEY/LONDON: Sainsbury's new marketing direction is a "massive change", a senior executive has revealed, after the iconic British grocery brand ended its decades' long relationships with its creative and media agencies last year.

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.

News

HALIFAX, NOVA SCOTIA: In many respects, there is little to distinguish one music streaming service from another except perhaps their audiences – and they need to do more on understanding these.

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.
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