MassMutual, the financial-services provider, enjoyed success in moving beyond a one-size-fits-all communications model and tapping a slate of consumer "personas" based on particular mindsets among its target audience.
MRS Awards, Finalist, MRS Award for Financial Services Research, 2018
Schroders, a multinational asset management company, created a behavioural finance and investor education platform in the UK, which produced bespoke research to offer a new approach to investor support.
Arfa Syed and Tooba Kamil, ESOMAR, Fusion, 2018
Kantar Millward Brown, an insight and consultancy group, launched a research framework that explored the benefits of revamping traditional qualitative methods with co-creation to help marketers produce better digital communications in Pakistan.
NEW YORK: Getty Images, a provider of audiovisual content for the creative industries, has tapped the power of psychographics to gain a deeper view of consumer preferences regarding the photos available on its platform.
BUENOS AIRES: A global segmentation study, inspired by McDonald's LatAm, has helped the fast food chain better understand existing and potential customers and the competitive landscape in which it operates.
The nefarious activities of bad actors in the Facebook/Cambridge Analytica debacle may spark an unwarranted moral panic around the use of psychometric profiling in consumer research, argues Eaon Pritchard.
Sangkil Moon, JaeHwan Kwon, Sang-Uk Jung and Young Han Bae, International Journal of Market Research, Vol. 60, No. 1, 2018, pp. 104-117
Marketing scholars have demonstrated the impacts of weather on consumer behavior at the aggregate level; however, they have not fully analyzed how individual differences in weather sensitivity (WS) play a role in consumers' purchase decisions.
GLOBAL: Targeting may have become increasingly sophisticated thanks to digital, but marketers are still fixated on age when they ought to be concentrating on attitudes and behaviours, an industry figure argues.
This paper provides a best practice guide to applying segmentation to a media strategy, which enables marketers to increase the relevance of communications by delivering the right message or content to the desired target audience.
Merry Baskin & Laurie Young, WARC Best Practice, July 2016
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.