Segmenting consumers
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Opinion • Lena Roland, January 2021
News • 13 January 2021
Article • Amanda Lim, WARC Exclusive, January, 2021
Article • Research on WARC, January 2021
Article • WARC Best Practice, January 2021
Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020
Article • Brian Carruthers, Event Reports, MRS Financial Research Virtual Summit, November 2020
Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020
Research Paper • MRS Awards Papers, Winner, MRS Award for Business-to-Business Research, 2020
Research Paper • MRS Awards Papers, Finalist, MRS Award for New Consumer Insights, 2020
Opinion • Keith Lee, November 2020
Case Study • Sheena Supaya, Ronnie Thomas, Cassie Ng, Penelope Siraj, WARC Media Awards, Gold and Personalisation Award, Best Use of Data, 2020
Case Study • Rituparna Dasgupta, Ashutosh Paretkar, Rajani Ranjan, WARC Media Awards, Shortlisted, Best Use of Data, 2020
Case Study • James Barnett, WARC Media Awards, Silver, Best Use of Data, 2020
Case Study • Alice Brampton, WARC Media Awards, Shortlisted, Best Use of Data, 2020
Case Study • Nicholas Short, Benjamin Short, Shekhar Khanna, WARC Media Awards, Shortlisted, Best Use of Data, 2020
Case Study • Hayley White, Jenni Gabbarelli, WARC Media Awards, Gold, Best Use of Data, 2020
Case Study • Nataliya Demydenko, Iryna Kishchenko, Natalia Bulbuk, Lesya Mandryk, WARC Media Awards, Silver, Best Use of Data, 2020
Research Paper • Maitreyee Patki and Jayanth Narasimha, ESOMAR Conference papers, APAC, 2020
Research Paper • Kenichiro Sato, Yohei Takeshita and Toshimitsu Sekii, ESOMAR Conference papers, APAC, 2020
Case Study • Fran Griffin, Sabina Usher, Jane Dorsett, WARC Media Awards, Silver and Cross-Channel Measurement Award, Effective Channel Integration, 2020
Case Study • Rituparna Dasgupta, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020
Case Study • Paul Phillips, Robert Beevers, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020
Case Study • Becky Geiringer, Jane Dorsett, Maria O'Conner, WARC Media Awards, Silver and Path-To-Purchase Award, Effective Channel Integration, 2020
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
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Article • WARC Best Practice, March 2020
A summary of new thinking and best practice on making segmentation work, from the WARC Guide. -
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. -
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. -
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. -
Article • WARC Best Practice, January 2021
A summary of new thinking and best practice on new research in marketing. -
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.