Identifying and serving consumer cohorts


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.

Brian Carruthers, Event Reports, Advertising Week Europe, March 2015

This event report explains how URL shortening services can help marketers track traffic to their website from 'dark social'.

Geoffrey Precourt, Event Reports, ARF Re:think, March 2015

This event report details how Heineken put Instagram at the heart of a research program seeking to create an engaging nightspot for upmarket consumers.

Tom Laranjo, Admap, May 2015

This article outlines five lessons from the anthropology of human behaviour that could help media planners find the most effective context for their advertising solutions.

Phil Shaw, Admap, May 2015

This article argues that, rather than prioritising between technology and creativity, the key to success is in developing creative big ideas that are true to the brand, and using data and technology-driven approaches to execute them in the right context.

Joel Davis, Admap, May 2015

This article argues that data from social media can help marketers to understand their audiences more deeply, going beyond discredited demographic based targeting.

Magnus Fitchett, Admap, May 2015

This article argues that advertisers need to make better use of data and technology to deliver content to people in the right context and build personal connections.

Sean O'Farrell, Admap, May 2015

This article outlines key technologies and examples of proximity marketing, and provides some ideas to help marketers get started.

Richard Shotton, Admap, May 2015

This article argues that advertisers should optimise the timing, social setting and media context of ads to influence purchase decisions and maximise effectiveness.




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