Segmenting consumers

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Seven powerful research insights that brands need to know in 2021

Opinion • Lena Roland, January 2021

Despite the turbulence of last year – or, perhaps, because of it – the marketing community unveiled a wide range of research and fresh thinking that can help boost effectiveness in 2021 and beyond.

How to target the 'moveable middle'

News • 13 January 2021

Consumers in the “moveable middle” – those who are neither very likely nor very unlikely to buy – are as many as five times more responsive to a brand’s advertising, research shows.

Getting to know Singapore’s ‘Forgotten Middle’

Article • Amanda Lim, WARC Exclusive, January, 2021

BBH Singapore’s Amanda Lim makes the case for brands to look to the middle for new growth and consumers in Singapore.

Outcome-based marketing v2.0: Profitable growth by targeting consumers in the movable middle

Article • Research on WARC, January 2021

Research paper from the Mobile Marketing Association and Neustar focused on using outcome-based planning to reach the “movable middle” – defined as open-minded consumers by their mid-range (20% - 80%) probability of buying a particular brand.

The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.

Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020

FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.

The Nationwide COVID diaries: An insight into lives during the pandemic

Article • Brian Carruthers, Event Reports, MRS Financial Research Virtual Summit, November 2020

When the pandemic struck, the Nationwide Building Society began an ethnographic study to understand how its members were coping with a changed environment.

Barclays: Enabling change through empowerment – meeting the needs of vulnerable customers

Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020

Barclays, a banking brand, developed a segmentation study that identified customers at risk of financial vulnerability to better support this group.

City and Guilds Group: Driving action to build brand loyalty

Research Paper • MRS Awards Papers, Winner, MRS Award for Business-to-Business Research, 2020

City and Guilds (C&G) Group, a leader in skills development, revitalised its programme and provided new insights to shape business actions and drive change.

Towards deeper consumer understanding – Building personas for GSK

Research Paper • MRS Awards Papers, Finalist, MRS Award for New Consumer Insights, 2020

GSK, a British pharmaceutical company, bridged the gap between brand teams, agency teams and creative executions by creating consumer mindset personas that added a new perspective and changed the way people thought about engaging consumers.

Financial services brands need to invest in personalisation and digital journeys

Opinion • Keith Lee, November 2020

ADA's Keith Lee believes that despite restricted budgets, financial services marketers must still invest time and resources to smooth out the digital customer journey and leverage data-driven communications for better outcomes.

Singapore Airlines: Strategy taking flight

Case Study • Sheena Supaya, Ronnie Thomas, Cassie Ng, Penelope Siraj, WARC Media Awards, Gold and Personalisation Award, Best Use of Data, 2020

Singapore Airlines, the airline, delivered an increase in revenue with its transformative use of data in a 32-country campaign.

Vim: The power of 100 lemons

Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Rajani Ranjan, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Dishwash bar and liquid brand Vim raised awareness of its products through a mobile-based campaign that aimed to effect behaviour change in rural India.

Shell Helix / Pennzoil: Intent to purchase

Case Study • James Barnett, WARC Media Awards, Silver, Best Use of Data, 2020

Multinational oil and gas company Shell used advanced data science to actively predict when car drivers would be in the oil-change market to boost sales of its Helix and Pennzoil brands in China and the US.

Jack Daniel's: Recruiting new Tennessee Honey drinkers

Case Study • Alice Brampton, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Whiskey brand Jack Daniel's ran a dynamic video campaign targeting specific potential audiences in the United Kingdom to attract new, younger consumer groups for its Tennessee Honey product.

SuperNAN: Super Relatable

Case Study • Nicholas Short, Benjamin Short, Shekhar Khanna, WARC Media Awards, Shortlisted, Best Use of Data, 2020

Infant milk formula brand SuperNAN leveraged AI and big data through partnerships with leading digital platforms to raise awareness and drive sales in China.

O2: Using data, empathy and out of home to sell international SIMs

Case Study • Hayley White, Jenni Gabbarelli, WARC Media Awards, Gold, Best Use of Data, 2020

UK telco brand O2 increased awareness of and conversion to its new international SIM bundles among relevant expatriate communities via a media-first out-of-home campaign, driven by data and rooted in empathy.

PUMB: Data is the best deposit

Case Study • Nataliya Demydenko, Iryna Kishchenko, Natalia Bulbuk, Lesya Mandryk, WARC Media Awards, Silver, Best Use of Data, 2020

Ukraine-based international commercial bank PUMB adopted a data-focused approach to dramatically improve the performance of its communication mix, attract new customers and boost its position in B2C investment rankings.

Sustainability: Doomed if you do, doomed if you don’t. Packaging insights for a 3-way win: consumers, brand and planet

Research Paper • Maitreyee Patki and Jayanth Narasimha, ESOMAR Conference papers, APAC, 2020

Zeroes in on one facet of sustainability, plastic pollution, and the communication of sustainability efforts through packaging.

Can AI bring better insight than humans?

Research Paper • Kenichiro Sato, Yohei Takeshita and Toshimitsu Sekii, ESOMAR Conference papers, APAC, 2020

Twitter, a social media company, analysed whether Artificial Intelligence or humans provide better insights by pitting the two approaches against each other in an audience segmentation study in Japan.

NHS England: We are Nurses. We are the NHS.

Case Study • Fran Griffin, Sabina Usher, Jane Dorsett, WARC Media Awards, Silver and Cross-Channel Measurement Award, Effective Channel Integration, 2020

The UK's NHS, the world's biggest free-to-residents healthcare system, used a multichannel campaign to inspire the next generation of nurses to apply to study.

Lifebuoy: World's largest COVID campaign

Case Study • Rituparna Dasgupta, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Soap brand Lifebuoy used a targeted multichannel approach to educate three sectors of society in India on the importance of hand-washing during the Covid-19 pandemic and reinforce its stature as market leader.

Barclaycard: Creating value beyond price

Case Study • Paul Phillips, Robert Beevers, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

British credit card Barclaycard ran a multichannel campaign targeting the spending behaviours of two key segments to drive growth by gaining customers and increasing usage.

wagamama: From Bowl to Soul

Case Study • Becky Geiringer, Jane Dorsett, Maria O'Conner, WARC Media Awards, Silver and Path-To-Purchase Award, Effective Channel Integration, 2020

Restaurant chain wagamama put cinema at the heart of a UK multichannel campaign to encourage 'Urban Butterflies' to visit its restaurants more often.

Lifestyles in Amazon: Evidence from online reviews enhanced recommender system

Research Paper • Yinghui Huang, Hui Liu, Weiqing Li, Zichao Wang, Xiangen Hu, and Weijun Wang, Int. Journal of Market Research, Vol. 62, No. 6, 2020, pp. 689-706

Online lifestyles have been shown to reflect and affect consumers' preferences across a wide range of online scenarios.

The WARC Guide to Making Segmentation Work

Article • WARC Best Practice, March 2020

A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
What we know about segmentation

Article • WARC Best Practice, April 2020

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
Reframing lifestyle marketing for three post-pandemic ‘new normal’ scenarios

Article • Lewis Lim and Charlene Chen, WARC Exclusive, May 2020

New lifestyles that emerge post-pandemic, will require consumer brands to adopt different strategies to re-engage with consumers.
How to use segmentation effectively

Article • 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.
The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
What we know about marketing to Generation X

Article • WARC Best Practice, May 2020

Generation X is often overlooked by advertisers, however brands must reflect the independent spirit of this demographic in order to engage them, as many Generation X-ers do not recognise their depiction in contemporary advertising.