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Segmentation theories & ideas

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Case Study

This case study explains how The Sun, the British newspaper, successfully introduced charges for a previously free fantasy football platform by using influencers and social media ads.

Case Study

This case study explains how Volkswagen increased sales of its Amarok truck model in Australia by challenging perceptions of the truck in an initially unbranded campaign targeting tradespeople.

Case Study

This case study shows how Burger King, a fast food chain, successfully increased sales by driving consumers' expectations for a McDonald's and Burger King mash-up burger in the US.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

Case Study

This case study shows how JetBlue, an airline brand, increased brand awareness and sales in the US by showing flyers and mothers alike that they understand the hardships of a crying baby on a flight.

Case Study

This case study shows how The Heart Foundation, a heart disease research foundation, raised awareness about the symptoms of heart attacks in New Zealand, by gamifying the experience on social media.

Case Study

This case study shows how news publication The Economist successfully sublimated its global target audience using a careful paid social strategy.

Case Study

This case study explores how Target Australia, Australia's largest department store chain, launched a national campaign to try and increase sales, using data tracking.

Case Study

This case study explores how Chipsy (AKA Lays), the world's biggest potato chip brand, launched a campaign in Egypt by partnering with the UEFA Champions League: the world's biggest football league.

Case Study

This case study explores how American entertainment company Netflix successfully launched its new TV show Narcos by using modular marketing to target a variety of audience groups.

Research Paper

This paper looks at offering a universally applicable segmentation method by encouraging brands to follow a series of best practice steps.

Article

The event report outlines how the Arizona Diamondbacks baseball team pursues a nuanced segmentation strategy.

Research Paper

This paper examines the challenge of completing the first commercial market research study in Cuba since its revolution in 1959.

Research Paper

This paper describes consumer and shopper research that led to a successful portfolio reconfiguration of PepsiCo's salty-snack multipacks in Colombia.

Case Study

This case study describes how the OTC pain-killer Advil, regained its equity and consumer connection in the US with an omni-channel campaign, "Distant Memory".

Case Study

This case study describes how tech company Google set out to build love for its brand by creating a dedicated hub, The Voice, to give young Taiwanese citizens a platform in the country's presidential elections.

Case Study

This case study describes how Coors Light, the US beer brand, remedied declines in sales and penetration by creating Climb On, a campaign that echoed a desire shared by all people - not just men: to overcome obstacles.

Case Study

This case study describes how Rwandan genocide survivors' charity, SURF, drove engagement and brand awareness to promote jewellery made by genocide widows, using audience surveys and data-optimised creative units.

Case Study

This case study describes how Garnet Hill, a US retailer, created a mobile studio to provide an experience to customers, capable of reviving both the brand and the OOH media platform.

Case Study

This case study describes how Baby Dove identified the digital behaviours of first-time mothers to launch into the baby care market in India.

Case Study

This case study describes how Benzac, a US OTC acne treatment manufactured by Galderma, used social data to create a custom panel of influencers - 'Cool Kids' - to then partner with relevant publishers and curators to build an emotional connection with teens.

Case Study

This case study describes how Nexplanon, a long-term birth control brand in the US, used big data to approach new professional and consumer audiences with the campaign 'ARMOR up'.

Article

In this article, the author adds her own contributions on how to use data to gain human insight into customer needs.

Article

This article examines how a new kind of analysis can take segmentation one step further by relating two or more sets of variables, providing a far more refined analysis.

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.