You have already chosen to receive updates on this topic.

you can review you topic selection in Your Warc.

OK

Your topic selection has been saved successfully.

You'll now receive a weekly Topic Update email when there's new content on this topic.

You can review your topic selections in Your Warc.


OK

You will receive a weekly email whenever there’s new content on this topic.

 

You can review the topics you follow in Your Warc.


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.
Not a subscriber? Download this sample

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

Renault: A map of all the places this car will take you

This case study describes how Renault, the car maker, launched a new 4x4 model into a highly competitive market in the UK using a targeted CRM programme.

OVO Energy: A top-up app for prepaid energy meters

This case study details how OVO Energy, an energy supply company, built awareness and incorporated door drops into its multichannel recruitment campaign to drive incremental PAYG (prepayment) customers in the United Kingdom.

Bupa: Amazing insights from data previously deemed insignificant

This case study describes how Bupa, a private healthcare company, improved its door drop campaigns for care homes in the UK.

easyJet: You've flown enough kilometres to reach the moon

This case study details how easyJet, the British aviation company, made use of email to increase engagement among its customers.

Latest articles

Yahoo Australia reveals Gen X and millennial media habits

This article, based on research by Yahoo!7, in Australia, outlines the similarities between Gen X and millennials when it comes to content consumption.

Social and mobile hits the mark for Sony Pictures

This event report outlines how Sony Pictures, the movie studio, is using digital media to reach consumers in new ways.

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.

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.

Want to find out more? Contact us