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Key reading

Consumer insight

How to use segmentation effectively

This best practice paper provides an overview of segmentation. It discusses using it to identify groups of potential customers who are clustered around common traits, understanding how they may best be reached and how they will respond to different messages and appeals.
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Why consumers don't fit into neat boxes

Byron Sharp argues that brands with quite different features end up selling to the same people as rivals.

Market segmentation

A guide to segmenting consumers and embedding segments across a business.

Post-demographic consumerism

Why people's lifestyles and mindsets are more important than gender, age and income as predictors.




Latest case studies

PayPal: The Evolution of PayPal - New Purpose, New Money

This paper describes a global research project for PayPal, the online payment service, which sought to contemporise the brand and align it with people's attitudes to money.

Airbnb: Never A Stranger

This case study describes how accommodations provider, Airbnb, leveraged digital and video to turn people's fear of strangers into a selling point for a global brand awareness campaign.

Domino's Pizza UK: The Journey to Greatness

This case study describes how takeaway pizza brand Domino's UK re-engineered its communications and channel model to drive sales by treating purchases as not just transactions but meal occasions and communications moments.

Macmillan Cancer Support: If nobody speaks of remarkable things

This case study shows how Macmillan Cancer Support, a UK charity, struck a unique content partnership with a national newspaper's agony aunt to educate the audience about the charity's services.

Latest articles

Big Data and Research Data: The beginning of a beautiful friendship

This paper explores how Sky UK, the satellite TV company, undertook in-depth customer research in the UK and modelled it against third-party big data to find out which groups would respond to different communications, broadening the purchase funnel for subscriptions.

Wells Fargo connects diversity with profitability

This event report details how Wells Fargo, the financial services provider, is aiming to reach consumers in the "new mainstream".

Neuroscience & TV Commercials: Cross-Cultural Marketing in Australia

This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.

The Evolution of PayPal: New Money, New Purpose: How great insight inspired PayPal to a successful brand relaunch

This paper describes a research project by PayPal, the online payment company, to help develop a new brand positioning to work globally (especially in emerging economies) and allow for future product innovation.

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