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Start with the end in mind: A three-step segmentation remedy
Segmentation has often faced criticism for lacking effectiveness, but by starting with the end in mind organisations can ensure success.
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Cracking Social: Harnessing the Contagious Creativity of Influencers
As people are spending ever more time on social media, the challenge for brands is making an impact in this space. Brands can learn a lot from influencers who truly understand their audiences and harness their creativity to connect in a meaningful way.
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High Definition Customers: A Powerful Segmentation
In this new thought piece, Leo Cremonezi explores how three types of advanced statistical analysis - Factor, Cluster and CHAID analysis - can help us unlock additional value from market segmentation
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The Many Faces of Modern Motherhood
Marketers and advertisers crave simplicity. But, by simplifying the lives of consumers are they failing to understand the complex ecosystem of identities related to motherhood?
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A Guide to getting the best out of your Segmentation Analyses
A good segmentation study identifies and profiles promising target markets so that you can reach them with optimal marketing mixes.
The purpose of this paper is to provide a step-by-step guide to best practice in developing meaningful and relevant segmentation solutions.