Segmenting consumers
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Article • Amanda Lim, WARC Exclusive, January, 2021
Research Paper • Stacy H. Lee and Sojin Jung, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 615-632
News • 26 August 2020
Article • Stephen Whiteside, WARC Exclusive, August 2020
News • 19 August 2020
News • 29 July 2020
Article • Havas and Ogury, Research on WARC, July 2020
Article • Henry Manampiring , WARC Exclusive, April 2020
Article • WARC Best Practice, April 2020
Article • WARC Best Practice, March 2020
Article • Maria Twena, WARC Exclusive, March 2020
Research Paper • Preeti Mascarenhas, Ravishankar Iyer, Vinita Shrivastav, Anita Kotwani, WARC Prize for Asian Strategy, Entrant, 2018
Research Paper • Richard Webber, Int. Journal of Market Research, Vol. 60, No. 3, 2018, pp. 228-231
Research Paper • Mario Abarca, Moisés Arizpe, Horacio González Duhart, Gustavo Ramírez and Marco Iván Zepeda, ESOMAR Conference papers, Latin America, 2018
Research Paper • Bianca Staub, ARF Experiential Learning, March 2018
Research Paper • Mahek Chhaya, Ravishankar Subramanian and Preeti Mascarenhas, WARC Media Awards, Entrant, Best Use of Data, 2017
Research Paper • Thorsten Teichert, Dirk Hardeck, Yong Liu and Rohit Trivedi, Journal of Advertising Research, Digital First, November 2017
Article • Alan Saywood, Event Reports, Mature Marketing Summit, October 2017
Article • Lyndon Morant, WPP Atticus Awards, Winner, Media and Communications Planning, 2017
News • 22 August 2017
Opinion • Wiemer Snijders, December 2016
Research Paper • Brooke Hemphill, Event Reports, Millennials Marketing Conference, December 2016
Research Paper • MRS Awards Papers, Winner, Applications of Research, 2016
Research Paper • Pete Doe, ARF Experiential Learning, Audience Measurement, June 2016
Article • Smriti Kataria, Research on WARC, Near.co, March 2016
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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.