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Segmentation theories & ideas

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ORLANDO, FL: Deckers Brands, the owner of the UGG brand of boots, has seen significant benefits from giving its product designers a truly immersive view of consumers.

Article

UGG, an iconic footwear line owned by Deckers Brands, has used consumer insights to further strengthen a brand that boasts almost unique levels of enduring appeal.

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

LONDON: Three-dimensional audience segmentation is useful up to a point but adding the fourth dimension of the subconscious can turn broad-brush segmentations into much more focused ones, according to an industry figure.

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.

Case Study

Virgin Trains, a train operating company in the UK, created personalised emails and SMS reminders to improve its communication with customers and ensure they booked again with Virgin.

Case Study

Car brand Land Rover used its sponsorship of Ben Ainslie Racing in the America's Cup to shift perceptions and drive interest in the new Discovery.

Case Study

Channel 4, a British public-service television broadcaster, created a contemporary, interactive quiz to increase viewer engagement and prompt views on its catch-up service All 4.

Case Study

Very, a British online retailer, created OOH shop windows in the UK in order to drive customers to its website during Black Friday Weekend.

Research Paper

Royal London, the UK's largest mutual life insurance and pensions company, created the Vulnerability Strategy, which used quantitative research to analyse the impact of vulnerability on its customers.

Case Study

Arm & Hammer, an American manufacturer of household products, created a sample that offered strong visuals and a free balloon ride to convince UK consumers that its premium-priced toothpaste was worth purchasing.

Case Study

Channel 4, a British public-service television broadcaster, built a bespoke email using CSS animation to promote the England vs Scotland UEFA Women’s championship game on live TV and All 4.

Case Study

Chocolate brand M&M's® used sponsorship of Game of Thrones and amusing posts on social media to increase sales in Brazil.

Case Study

Heathrow Airport in the UK used dynamic copy across email and digital display to personalise its communications with its customers and aid in a more pleasant airport experience.

Case Study

Facebook, a social networking service, created a beauty advertisers tooklit to help brands identify the effect of mobiles on UK shoppers.

Case Study

c2c, a UK train operating company, identified scalable opportunities by developing several tests, which were analysed in order to maximise ROI.

Case Study

The British Army used tagging technology, machine learning and AI to change its communication strategy and successfully increase applications among different target groups across the UK.

Research Paper

The British Library surveyed 3000 people in the UK to understand its potential audiences better.

Case Study

Royal National Theatre, a publicly funded performing arts venue in the UK, attracted young ethnic minority audiences to its theatre by introducing a new play and using targeted door-to-door and OOH campaigns to reach them.

Case Study

Cargo handling company IAG Cargo attracted SME freight forwarders in the UK through an always-on loyalty programme tailored to their passion points.

Research Paper

The UK Structured Products Association (UKSPA) undertook an iterative programme of market research to address the regulator's concerns following a review of the structured products market by the FCA (Financial Conduct Authroity).

Case Study

Leveraging customer insight and digital data, American knives manufacturer Benchmade increased its market share through an effective campaign.

Case Study

Disney launched Rogue One, its second film in the Lucasfilms Star Wars franchise, using a data and technology infrastructure that enabled a personalised video and content experience across multiple platforms.

Article

Traditional audience segmentation practices often leave a depth deficit.

Article

The fragmentation of the purchase journey has made the buying process a lot more difficult to interpret and consumers a lot harder to reach.