Segmentation

As the healthcare sector evolves at speed, pharma needs an improved framework to guide its marketing effort and answer the eternal business questions: who to target and how.

Trustworthiness, Artificial Intelligence and Wellness are among the big topics in this month’s research digest from Ipsos. Also find new state-of-the-nation publications from our Colombia and Russia teams.

Segmentation has often faced criticism for lacking effectiveness, but by starting with the end in mind organisations can ensure success.

Five years after Britain voted to leave the European Union, a new report from Ipsos looks at how Britain continues to be divided into distinct groups with divided views about how Brexit is going and on their underlying values.

The African middle class are thriving, and with that brings new opportunities. But who exactly are the African middle class? And how can we understand more about them?

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.

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

Activation workshops are interactive sessions which help you turn insights into action and connect to business outcomes.