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.
Smiriti Katria, WARC Exclusive, Near.co, March 2016
This report examines the relevant consumer insights for coffee chains and QSRs in the major South East Asian cities of Singapore, Hong Kong, Jakarta, Bangkok, Kuala Lumpur and Manila over a month in mid 2015.
Francesca Bassi, International Journal of Market Research, Vol. 57, No. 6, 2015, pp. 909-930
The topic of market segmentation is still one of the most pervasive in marketing. Among clustering techniques, finite mixture models have gained recognition as a method of segmentation with several advantages over traditional methods; one variant of finite mixture models – the latent class (LC) model – is probably the most popular.
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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