Segmenting consumers
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Case Study • MMA Smarties, Bronze, Turkey, 2020
Article • WARC Strategy Toolkit, March 2021
Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, 2021
Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021
Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021
Case Study • Tangrams Strategy & Effectiveness Awards, Shortlisted, 2021
Case Study • Tangrams Strategy & Effectiveness Awards, Gold, 2021
Article • Dave Gryga and Brian Baecker, WARC Exclusive, February 2021
Case Study • DMA (UK), Silver, 2020
Case Study • DMA (UK), Bronze, 2020
Case Study • DMA (UK), Gold, 2020
Case Study • DMA (UK), Silver, 2020
Case Study • DMA (UK), Gold, 2020
Case Study • DMA (UK), Gold, 2020
Opinion • Lena Roland, January 2021
News • 13 January 2021
Article • Research on WARC, January 2021
Case Study • MMA Smarties, Silver, Vietnam, 2020
Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020
Research Paper • MRS Awards Papers, Finalist, MRS Award for Financial Services Research, 2020
Research Paper • MRS Awards Papers, Winner, MRS Award for Business-to-Business Research, 2020
Case Study • MMA Smarties, Silver, North America, 2020
Opinion • Keith Lee, November 2020
Case Study • Tahaab Rais, WARC Media Awards, Entrant, Best Use of Data, 2020
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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 • WARC Best Practice, January 2021
A summary of new thinking and best practice on new research in marketing. -
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 • WARC Best Practice, March 2020
A summary of new thinking and best practice on making segmentation work, from the WARC Guide. -
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 • Jonathan Stringfield, WARC Exclusive, November, 2020
Research by Activision Blizzard Media identified six distinct gaming personas.