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Lifestyle, psychographic segmentation

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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.

News

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.

Research Paper

YouGov used connected data to discover success factors of mobile apps in the US and predict what apps will be popular in 2018, based on its findings.

Article

The financial turmoil of the past decade, increased life expectancy and cultural shifts have changed the attitudes to brands and relative spending behaviours of different consumer segments.

Article

Explains how age and gender stereotypes are being turned on their head and have no place in modern marketing, using 107-year-old Japanese sprinter Hidekichi Miyazaki and Millennial Mark Zuckerberg as examples.

Article

A new survey has revealed that, with very few exceptions, for most categories, important emotional aspects are shared across all demographic segments.

Research Paper

Cardinal Health, an American healthcare services company, aimed to evaluate its brand equity and profiling of customers by conducting a segmentation study.

Article

BuzzFeed, the global multimedia publisher, believes that marketers must create content for the 'whole person' when targeting parents, which it has sought to do with Tasty, its wildly popular food vertical.

Research Paper

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Article

This article looks at how to secure customer loyalty by appreciating them as individuals and communicating with them with relevance.

Article

This article explores some of the research behind the contentious claim that a sophisticated suite of data analytics helped Donald Trump to win the 2016 US election.

Research Paper

This paper explains how Fitness First, a global gym group, used big data analysis to turn raw data into a tangible asset for the business.

Article

This article looks at how brands should identify the sales-driver segments of the target audience and then profile them in order to engage them via appropriate messages, if they are to grow sales.

News

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.

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.