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Lifestyle, psychographic segmentation

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AUSTIN, TX: MGM Resorts International, the hotels and gaming group, believes that "theming" the customer experience plays a key role in ensuring consumers remain excited and engaged when visiting Las Vegas.

Article

This report assesses customer attitudes, in relation to how HSBC could rethink segmentation when producing their five year plan.

Research Paper

This paper explores how PepsiCo, a food and beverage company, used a comparative assessment between multiple markets to measure the impact of the current economic situation on consumers in Egypt, Tunisia and Saudi Arabia.

Article

This article looks at what programmatic can do to move away from the relentless targeting that ultimately only alienates consumers, and become better targeted and tailored messaging welcomed by its audience.

Article

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

Article

This article explores the current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

Research Paper

This article shows how demographics become a far less reliable tool for marketers and introduces seven new mindsets that far better describe consumers' behaviour.

Article

This event report looks at how Patrón, the ultra-premium tequila brand, approaches consumer segmentation.

Article

This webinar explores if and how marketers in the healthcare space can nudge people toward healthy behaviours.

Article

This article shows that marketers are ill served by traditional demographics when dealing with millennials and could get better results if they adopted attitudinal segmentation.

Article

This event report outlines how Best Buy, the electronics retailer, is leveraging data to enhance its creative output and broader marketing strategy.

Article

The article explains how Deliveroo, a UK-founded food delivery service, successfully launched its product in Hong Kong with data-driven segmentation, localization and a focus on customer experience.

Article

This article explores new research about how the US population can be convinced to engage in preventative behaviours when it comes to healthcare.

Research Paper

This article looks at creating norms through which media planners can optimise cross-media ROI, with the potential to allow brands to determine their own norms, and to update them for each creative execution.

Article

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

Article

This event report discusses some of the main trends and themes to have emerged from South by Southwest (SXSW) 2016.

Article

This event report addresses how IZZE, a beverage brand primarily targeted at "hipster millennials", is engaging this marketing-averse audience.

Article

This articles describes how brands' use of mobile media has provided the inspiration for the start of China's jogging revolution.

Article

This article explores ways to engage sports fans through opportunities presented by the inherent sociability, live TV, eSports, and expansion.

Article

This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.

Research Paper

This paper explores the development of a research project looking to understand the drivers behind young peoples' desire to visit Las Vegas.

Research Paper

This paper examines the world of fandom, its evolution, drivers and future direction, using Twitter as the baseline platform and outlining a social media usage strategy that can serve the music industry.

Research Paper

This paper explores the research method of Connectivity as a way to empower brands to better understand and engage consumers, by using the 'Tumblr generation' as a target group example.

Article

This event report shows how Carhartt, the apparel brand, boosted its standing with members of the "maker movement" while maintaining its traditionally high standing with people working in physically demanding jobs.

Article

This event report shows how Unilever Indonesia is courting Muslim consumers by gaining a deeper understanding of religious and local cultural practices.