Health and wellness represents a potential white space for many media companies, and iMedia Brands is seeking to leverage this burgeoning area of consumer interest with a new home-shopping network under its ShopHQ brand.
Discusses the opportunity for brands to capitalize on a prevailing yet hidden dynamic among multi-generational Hispanic families - how the bilingual English Language First (ELF) family member translates, informs and advises their parents’ consumer decisions.
Bianca Staub, ARF Experiential Learning, March 2018
Nielsen, a global information and measurement company, led an initiative to help Getty Images deepen its understanding of its audience composition and its customers' preferences of specific image attributes.
Alan Saywood, Event Reports, Mature Marketing Summit, October 2017
The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.
The marketing industry recently received some sobering news. A study commissioned by Thinkbox reported a significant disconnect between people working in the industry, and those with whom they are communicating.
MRS Awards, Winner, Applications of Research, 2016
This paper explains a project from the UK Government's Home Office to understand and identify the groups most vulnerable to serious and organised crime in order to increase prevention efficiency and reduce crime.
Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.
This paper provides an overview of segmentation and the way in which it is used to identify groups of potential customers who are clustered around common, identifiable traits, and to understand how they may best be reached and how they will respond to different messages and appeals.
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