Segmenting consumers

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Judgementalists, bias situators, sugar-coaters, rationalisers: Understanding millennials’ behaviour in online brand communities

Article • Genevieve Silk, Research on WARC, April, 2021

Millennial customers in online brand communities (OBCs) can be divided into four groups, according to a qualitative study in the UK.

Strategy Toolkit module 5: Generating insight

Article • WARC Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.

Manulife: Increase Your Odds of Survival

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021

Manulife, an insurance company, promoted its product offerings during the COVID-19 pandemic in Hong Kong through sponsored articles and high impact media placements that show how it can help.

Nestlé: Super Relatable Super NAN

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

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

S-26 Procal GOLD: AR Book

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

S-26 Procal GOLD, a brand of growing-up milk, increased sales by launching an interactive augmented reality (AR) colouring book that provided an experience for mums and babies to share, differentiating the brand from competitors.

Glo: Hyper Launch

Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021

BAT, a tobacco brand, launched its glo Hyper product in Japan by developing an onboarding program that provided consumers with useful information about the product.

Lexus UX: Unbeaten Paths – Small Business Drive

Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021

Lexus, the luxury vehicle division of automobile brand Toyota, promoted its first SUV designed specifically for urban exploration, the UX, in Hong Kong.

How to create a value proposition for food brands during a pandemic and recession

Article • Dave Gryga and Brian Baecker, WARC Exclusive, February 2021

This article shares new research about how the COVID-19 pandemic is affecting consumers in the US.

Africa’s heterogeneous middle class: A 10-city study of consumer lifestyle indicators

Research Paper • James Lappeman, Lara du Plessis, Emma Ho, Ellen Louw and Paul Egan, Int. Journal of Market Research, Vol. 63, No. 1, 2021, pp. 58-85

Income and living standards measures have long been used in market research and marketing in Africa. This study examined a set of lifestyle indicators (both belongings and behaviors) to determine their success in profiling middle-class consumers in sub-Saharan Africa.

Key: The Key to Your Better Retirement

Case Study • DMA (UK), Silver, 2020

Key, a retirement finance company, used social proofing and local data to target over 55s in the UK and show them how many of their neighbours were already benefiting from expert advice.

Liverpool FC scores international success

Case Study • DMA (UK), Bronze, 2020

Liverpool FC, a football club, increased sales of its own-brand products by releasing a series of targeted campaigns when purchase intent was high.

Médecins Sans Frontières UK: The COVID-19 Appeal

Case Study • DMA (UK), Gold, 2020

Médecins Sans Frontières (MSF) UK, an international medical NGO, drove donations by targeting segments of the public based on their interests and hobbies.

Titan Travel: Worldwide brochure – a personalised travel experience

Case Study • DMA (UK), Gold, 2020

Titan Travel, a travel agency, used personalised travel brochures to drive sales and revenue in the UK.

Klarna: Heartbeats 4 Sneakers

Case Study • DMA (UK), Gold, 2020

Klarna, a financial services brand, launched the world's first bot-free sneaker raffle as part of its campaign Heartbeats 4 Sneakers, generating huge PR and views on YouTube.

Land Rover UK: Range Rover Sport – The ultimate performance campaign.

Case Study • DMA (UK), Silver, 2020

Land Rover UK, an automobile brand, promoted the launch of its new Range Rover Sport model by creating an integrated digital user journey that used email to reveal personalised offers and showcase the car’s credentials.

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.

싱가포르의 잊혀진 '중간층' 파악하기

Article • Amanda Lim, WARC Exclusive, January, 2021

BBH Singapore의 아만다 림은 싱가포르 내의 새로운 성장과 소비자를 위해 중간층을 주시해야 한다고 주장한다.

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.

WARC의 새로운 마케팅 리서치 가이드

Article • WARC Best Practice, January 2021

새로운 마케팅 리서치에 대한 새로운 사고와 모범 사례 요약.

Bivina: That’s Sea Spirit

Case Study • MMA Smarties, Silver, Vietnam, 2020

Bivina, a beer brand, released a music video and held events to target men from Vietnamese coastal regions as part of its campaign That's Sea Spirit.

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.

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.
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.
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.
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.
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.
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.