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Key reading

Consumer insight

How to segment a market

This Best Practice paper offers guidance and recommendations on market segmentation projects. Specifically, it talks through effectively segmenting a market – and embedding the focus on a segment across the business – suggesting that segmentation is less about research than organisation. It uses examples from brands such as Miele.
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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.

How to use segmentation effectively

Best Practice paper on the way in which segmentation is used to identify groups of potential customers.

Post-demographic consumerism

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


Latest articles

Target’s turn-around: boosting sales with creative segmentation in Australia

This event report explores how Target, an Australian retail brand, boosted sales by adopting a pioneering online to offline digital approach.

Understanding McDonald's and Subway Customers in Australia

This infographic provides insights into the customer demographics of 125,000 Australia fast food consumers in Melbourne, Sydney, Brisbane, Perth and Adelaide based on location and mobile data.

Cultural embeddedness of products: a new measurement of culture and its effects

This paper develops a measurement of culture on the product category level, called the cultural embeddedness of products (CEP) scale, and progresses the scale in accordance with standard procedures.

How to build long-term brand loyalty

This best practice guide looks at how brands can build long-term loyalty in a marketing environment that has often relied on short-term rewards.

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