Identifying and serving consumer cohorts


Erika Lamoreaux and Heather Dougherty, ARF Experiential Learning, Audience Measurement, June 2015

This paper explains how Clorox, the cleaning products brand, used research to better understand its audience, moving beyond demographics to build consumer personas.

Ori Stitelman, Blake Aber, Brian Dalessandro and Lauren Moores, ARF Experiential Learning, Audience Measurement, June 2015

This paper argues that using mobile location signal and desktop digital data can provide a robust and efficient methodology for analysing, targeting and measuring audiences exposed to OOH.

Gemma Calvert, Regina Tan, Moritz Mayrhofer and Martyn U'ren, Warc Webinars, June 2015

This webinar explores leisure in Asia on many different dimensions; from sports (both participating and viewing) to spas, bars, online entertainment and immersive virtual reality gaming.

Stephen Whiteside, Event Reports, ClickZ, April 2015

This event report shows how Playboy, the men's magazine and online publisher, drove huge growth in its digital traffic - especially among millennials - by adopting a "safe for work" policy on the web.

Stephen Whiteside, Event Reports, MRMW New York, May 2015

This event report covers how the Kellogg Company, the food group, is making greater use of mobile to reflect evolving consumer habits.

Abhishek Chaturvedi, Warc Exclusive, May 2015

This article charts the development of 'rurban Indians' - people who live in rural locations but have consumption habits previously associated with urban dwellers - and gives guidance to brands who need to capture and keep 'rurban' interest.

Lena Roland, Event Reports, Marketing Week Live, April 2015

This event report looks at some of the ways in which brands have successfully used context and location to promote offers and generate awareness.

Stephen Whiteside, Event Reports, TechCrunch Disrupt NY, May 2015

This event report explains how Tinder, the dating app, is aiming to become a matchmaker for brands and consumers.

Monica Cravenetya and Satish Pai, ESOMAR, Asia Pacific, Singapore, May 2015

This paper explores the tension in Indonesia between its traditional, collective culture and a newer-found individualism, and what this means for marketers.




Practical tips, examples and recommended reading



Key trends and theories in effective segmentation


Consumer segmentation: Subculture targeting

Understanding valuable communities in the US


Segmentation challenges

Cluster analysis application in market segmentation


U.S Marines: Segmentation

Bringing Rambo and Bono together through research