Identifying and serving consumer cohorts


Stephen Whiteside, Event Reports, IEG Sponsorship, April 2015

This event report outlines how Red Bull Media House is drawing on its unparalleled expertise in content creation to help other brands engage consumers.

Geoffrey Precourt, Event Reports, ANA Media Leadership, March 2015

This event report outlines how Subaru, the automaker, has integrated its brand into both broadcast and online content.

Nielsen, March 2015

This report focuses on the attitudes and behaviours of multicultural consumers in the US, in particular the African-American, Asian-American and Hispanic communities, who now represent the fastest growing segment of the US population.

Nielsen, March 2015

This article reveals insights from the Nielsen Share of Wallet Study which looked at spending on consumer packaged goods in the lucrative US Hispanic market.

Bikram Jit Singh Mann and Supreet Kaur Sahni, International Journal of Market Research, Vol. 57, No. 2, 2015
The study investigates the antecedents of status consumption pertaining to the wedding, which is considered to be one of the most celebrated events in a person’s life. The article explores the interrelationship between the dimensions of lifestyle and brand consciousness, and the constructs related to conspicuous consumption, status consumption and self-expression.

David Atkinson, Market Leader, Quarter 2, 2015

This article describes innovative ways in which drinks marketers are responding to a pub industry that continues to decline in the UK.

Joseph Clift, Event Reports, IPA Advertising Works, March 2015

This event report looks at the story behind the development of a campaign that won top honours in the 2014 IPA Effectiveness Awards and offers some useful advice to planners.

Richard Shotton, Admap, March 2015

This article explores marketing around birthdays, an event that marketers are finding effective for increasing sales.

Marcia Roosevelt, Admap, February 2015

This article urges a rethink of luxury marketing, as western societies change and make mass-marketing less relevant, while other countries have different approaches to hierarchy.




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