Identifying and serving consumer cohorts


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.

Steve Gladdis, Pauline Robson and John Beardsworth, Admap, February 2015

This article proposes nine methods marketers can use to grab the attention of young people, who are harder to interest as they are used to multitasking and are easily distracted - partly due to patterns of technology use.

Stephen Whiteside, Event Reports, ANA Mobile First

This event report explains how Timex, the watch brand, launched a new product with more advanced capabilities after research to understand consumer needs, and partnerships with other companies to meet them.

Stephen Whiteside, Event Reports, ANA Mobile First, December 2014

This event report sets out four mobile 'truths' identified by Heineken, the beer brewing group, in the US - and gives examples of how the company has leveraged these truths with its brand.

Stephen Whiteside, Event Reports, ad:tech New York, November 2014

This event report explains how Tough Mudder, an endurance event series, directs word of mouth to make its events more appealing to a broader group of people - who might otherwise be put off by the challenge.

Stephen Whiteside, Event Reports, ad:tech New York, November 2014

This event report shows how AB InBev, the brewing group, is aiming to enhance its in-store marketing efforts using digital technology.

Hannah Wright, International Journal of Market Research, Vol. 57, No. 1, 2015
This paper aims to explore the importance of religious identity amongst young second- and third-generation British Muslims. It further seeks to understand the influence, if any, religious identity has on their consumer behaviour, examining the global rise of an Islamic consumer against a more localised set of needs and preferences.

Geoffrey Precourt, Event Reports, ARF Industry Leader Forum, October 2014

This event report addresses how General Mills, the packaged-food group, is focusing on multicultural and millennial audiences.

Stephen Whiteside, Warc Trends, January 2015

This article describes 'eSports', a new spectator 'sport' that revolves around video games, and explains the opportunities for sponsorship available to brands.




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