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Segmenting consumers

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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.

Fashion consumers’ channel-hopping profiles by psychographics and demographics

Research Paper • Stacy H. Lee and Sojin Jung, Int. Journal of Market Research, Vol. 62, No. 5, 2020, pp. 615-632

Omni-channel retailing has created different shopping paradigms, such as channel hopping, to meet diverse consumer expectations through various channels.

iMedia Brands taps health and wellness opportunity

News • 26 August 2020

Health and wellness represents a potential white space for many media companies, and iMedia Brands is seeking to leverage this burgeoning area of consumer interest with a new home-shopping network under its ShopHQ brand.

iMedia Brands mixes demographics and psychographics to drive home-shopping growth

Article • Stephen Whiteside, WARC Exclusive, August 2020

iMedia Brands, the owner of the ShopHQ home-shopping network, is seeking to reach new audiences with channels targeted at particular niches.

Marketers should rethink assumptions about recession-hit shoppers

News • 19 August 2020

Marketers seeking to reach cash-strapped consumers in the recession may need to broaden their assumptions about which segments they should target.

Age group determines Singapore’s consumer approach to wellness

News • 29 July 2020

Singapore's healthcare market is poised grow to $29.

How to succeed in Singapore’s wellness market

Article • Havas and Ogury, Research on WARC, July 2020

The strategies and technologies you need to connect with wellness consumers.

Our obsession with generational differences and the Indonesian reality

Article • Henry Manampiring , WARC Exclusive, April 2020

TBWA’s Henry Manampiring believes that brands miss out on opportunities when targeting solely based on generational assumptions and advocates for a different approach.

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 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.

Segmenting multi-generational families: Hispanic marketers need to move from 1:1 to 1:X

Article • Maria Twena, WARC Exclusive, March 2020

Discusses the opportunity for brands to capitalize on a prevailing yet hidden dynamic among multi-generational Hispanic families - how the bilingual English Language First (ELF) family member translates, informs and advises their parents’ consumer decisions.

Star Bharat: Insights from respondent-level data

Research Paper • Preeti Mascarenhas, Ravishankar Iyer, Vinita Shrivastav, Anita Kotwani, WARC Prize for Asian Strategy, Entrant, 2018

Star Bharat, a Hindi General Entertainment Channel in India, launched with the aim of becoming the leading channel in its category, targeting 538 million TV viewers.

The limits to personal self-categorization on key demographics

Research Paper • Richard Webber, Int. Journal of Market Research, Vol. 60, No. 3, 2018, pp. 228-231

Any research survey is likely to apply some set of rules in order to classify respondents according to age, gender, social class, ethnicity, disability, and so on.

Machine learning evolving computer vision: Estimating socioeconomic levels using satellite imagery

Research Paper • Mario Abarca, Moisés Arizpe, Horacio González Duhart, Gustavo Ramírez and Marco Iván Zepeda, ESOMAR Conference papers, Latin America, 2018

Kantar Mexico, a market researcher, explains how, by using widely available datasets, a state-of-the-art neural model and business knowledge, high value can be extracted at low cost from visual data.

Nielsen and Getty Images: Psychographic determinants of image perception

Research Paper • Bianca Staub, ARF Experiential Learning, March 2018

Nielsen, a global information and measurement company, led an initiative to help Getty Images deepen its understanding of its audience composition and its customers' preferences of specific image attributes.

Jaguar Land Rover: LinkedIn Insights

Research Paper • Mahek Chhaya, Ravishankar Subramanian and Preeti Mascarenhas, WARC Media Awards, Entrant, Best Use of Data, 2017

Automobile brand Jaguar Land Rover created customised LinkedIn-focussed strategies to target their customers in India.

How to Implement Informational and Emotional Appeals in Print Advertisements: A Framework for Choosing Ad Appeals Based on Advertisers' Objectives and Targeted Demographics

Research Paper • Thorsten Teichert, Dirk Hardeck, Yong Liu and Rohit Trivedi, Journal of Advertising Research, Digital First, November 2017

Advertising nudges consumers along several steps to purchase, and each step necessitates that advertisers set different objectives and message strategy.

The essence of ‘yold’. Or, how to make age irrelevant in advertising

Article • Alan Saywood, Event Reports, Mature Marketing Summit, October 2017

The advertising industry tends to be oriented towards younger people, both in terms of its practitioners and its output, despite the fact that an older 50+ generation has most of the UK’s spending power.

The Death of the Demographic

Article • Lyndon Morant, WPP Atticus Awards, Winner, Media and Communications Planning, 2017

This article suggests that demographic profiling is useless to marketers and they instead should focus on serving consumer state of mind and cultural moments.

BuzzFeed's tips for reaching young consumers

News • 22 August 2017

CHICAGO: Marketers need to look well beyond demographics if they want to engage with millennials and members of Gen Z, according to insights from BuzzFeed, the online media company.

Marketing is out of touch with reality. Can we fix it?

Opinion • Wiemer Snijders, December 2016

The marketing industry recently received some sobering news. A study commissioned by Thinkbox reported a significant disconnect between people working in the industry, and those with whom they are communicating. Its summary is clear:

Yahoo Australia reveals Gen X and millennial media habits

Research Paper • Brooke Hemphill, Event Reports, Millennials Marketing Conference, December 2016

This article, based on research by Yahoo!7, in Australia, outlines the similarities between Gen X and millennials when it comes to content consumption.

Home Office: Using applied research to reduce the impact of Serious and Organised Crime in the UK by prioritising and enhancing the cross-sector response

Research Paper • MRS Awards Papers, Winner, Applications of Research, 2016

This paper explains a project from the UK Government's Home Office to understand and identify the groups most vulnerable to serious and organised crime in order to increase prevention efficiency and reduce crime.

TV targeting: Is this the beginning of the end for age and gender targets?

Research Paper • Pete Doe, ARF Experiential Learning, Audience Measurement, June 2016

This article questions the use of outdated targets when buying TV, showing how linear TV is beginning to exploit the proliferation of data.

Shopper insights from Great Singapore Sale 2015

Article • Smriti Kataria, Research on WARC, Near.co, March 2016

This infographic provides an insight into the consumer behaviour of more than 200,000 Singaporeans shopping in six of the nation's biggest shopping malls during 2015's Great Singapore Sale.

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.