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Segmenting consumers

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Brazilian consumers need to be well taken care of during a time of uncertainties

Article • Ligia Paes de Barros, WARC Exclusive, Spotlight Brazil, August 2021

This article looks at different consumer groups in Brazil, especially as it concerns their needs and attitudes during a time of uncertainties.

What we know about segmentation

Article • WARC Best Practice, May 2021

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.

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.

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.

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.

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.

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 Awards 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.

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 segmentation

Article • WARC Best Practice, May 2021

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.
Strategy Toolkit module 5: Generating insight

Article • 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.
Gamers are not who you think they are

Article • Jonathan Stringfield, WARC Exclusive, November, 2020

Research by Activision Blizzard Media identified six distinct gaming personas.
What we know about marketing to Generation X

Article • WARC Best Practice, May 2021

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.