segmentation
Partner Content
The Consumer in Your Segmentation Model May No Longer Exist
4 min read
Traditional segmentation is losing relevance. Discover the rise of the Polyclass consumer and a more dynamic approach to understanding behavior.
Sam Killip
VP of Insights at Attest
Beyond Bridget Jones: How Market Research Misunderstands the Modern Single
6 min read
Bridget Jones got it wrong. Singlehood isn’t a waiting room—it’s a distinct lifestyle researchers must understand beyond demographic labels.
Liz Thompson
Head of North America at Brand Genetics
Karen Lynch
Chief Programming Officer at Greenbook
The Role of AI in Market Research with David Boyle
4 min read
David Boyle discusses AI, language models, and why the insights profession is uniquely equipped to thrive in the AI era.
Ed Keller
Executive Director at Market Research Institute International (MRII)
The Customer Segmentation Graveyard: Why Great Analysis Dies in PowerPoint
6 min read
Make segmentation actionable. A five-step approach helps teams activate segments across CRM, marketing, and sales decisions.
Apoorva Dudani
Senior Market Research Analyst at Keypoint Intelligence
Why Most Market Segmentations Fail - And How to Make Yours Work
8 min read
Customer segmentation should drive growth, yet most fail. Learn why segmentations break down and how to build one that actually works.
Seán McNally
Founder & Managing Director at Eris Strategy
Why Behavioral Researchers Are Needed Now More Than Ever
3 min read
Why do brilliant insights fall flat? Often, it's the false assumption that people act rationally. Learn how behavioral research helps turn ideas into ...
William Leach
Founder / Mindstate Group at Mindstate Group
Is Your B2B Segmentation Fit for Purpose?
4 min read
CMOs in B2B must drive revenue with insights-driven segmentation. Learn how to optimize resources, boost engagement, and refine strategies for better ...
Five Tips For Market Segmentation Success
6 min read
Master market segmentation with 5 key factors for success. Avoid common pitfalls and unlock the full potential of strategic insights for confident dec...
Stephan Basson
Content Marketing Manager at Factworks
Audience Segmentation Is Getting a Bad Rep: Try Designing With End Use in Mind
5 min read
Discover how complex segmentation strategies hinder effective marketing. Learn to align segmentation with clear objectives for impactful consumer enga...
Katie Warwick
Partner at Hall & Partners
The Future of Segmentation: AI-Driven Approaches to Understanding Your Market
4 min read
Learn how advanced AI algorithms are reshaping market segmentation. Understand the importance of balancing innovation with ethical data privacy practi...
Hakan Yurdakul
CEO at BoltChatAI
Zombie Marketing Research: the Approach to Market Segmentation That Will Not Die
6 min read
Gain insights into the flaws of segmentation modeling and its impact on research companies' deliverables.
Steve Cohen
Partner and Co-Founder at in4mation insights
Building a Deeper Understanding of the Customer Through a Values-Based Customer Segmentation
4 min read
As businesses aim to deliver personalized experiences, customer segmentation remains a critical tool. Learn how to enhance customer segmentation strat...
Mai Marcelo
Head, Customer Intelligence at Globe Telecom
Behavioral Science and Segmentation (Part 1 of 6)
4 min read
Discover the full potential and significance of Behavioral Science beyond defining value and sustainability impact on buying choices.
Leigh Caldwell
Co-Founder & Partner at The Irrational Agency
To Understand the Particularities of Youth Now, We Need to Understand What’s Timeless
6 min read
This article examines the confusion surrounding generational segmentation and clarifies the differences between youth as a life stage and young people...
Rodrigo dos Reis
Founder at Zeitgeist
The Shifting Sands of Demand for Segmentation
5 min read
Data, technology, and cultural trends come and go – but when done right, segmentation remains as powerful as ever. As researchers, we all know there a...
Chris Crook
Managing Partner at Nature
What are you trying to get out of your segmentation study?
4 min read
What is Consumer Segmentation? Consumer segmentation is a process of organizing consumers into distinct groups based on needs, personal values, produc...
Joel Rubinson
President at Rubinson Partners Inc
The Misrepresentation of Statistical Accuracy – Unethical, but Fraud?
7 min read
When does misrepresentation of statistical outcomes turn into fraud?
Michael Lieberman
Founder & President at Multivariate Solutions
The Difference between Segments and Audiences
4 min read
How to differentiate between a segment and an audience.
Joel Rubinson
President at Rubinson Partners Inc
Adding Research Value with Predictive Insights
4 min read
Why your insights should be both descriptive and predictive.
Joel Rubinson
President at Rubinson Partners Inc
The Problem with Blaming the Survey for Poor Data Quality
3 min read
Respondent experience remains key to producing quality sample data.
Terence McCarron
CEO & Founder at OpinionRoute
5 AI Trends That Will Shape Consumer Insights
6 min read
Many organizations will remember the year they finally adopted artificial intelligence (AI) to grow their business.
Christa Martin
CMO at Chief Outsiders
The Emerging COVID-19 Consumer Tribes
10 min read
Since the pandemic began, four consumer tribes have emerged, showing the varying emotional states of consumers around the world.
Komal Sahni
Global Strategy Director at Streetbees
Trailblazers, Early Adopters & Late Bloomers: Understanding Your Target Market With GRIT Segmentation Models
11 min read
Are your targets Novelty Surfers, Strategic Curators, Hand-Cuffed & Constrained, or Kicking & Screaming?
Laura Livers
Chief Executive Officer at Focus Pointe Global
Should You Be Tracking Customer Insights?
7 min read
Consumer Insights 101. What are they and how do you use them?
Molly Purcell
Digital Marketing Specialist at Greenbook
65 and Out: When Panel Companies Ignore Older Folks
4 min read
If the over 65 year olds represent 20% of your population, get a sample of that size and then break it down just as you do those younger.
Dave McCaughan
Founder & Storyteller at BIBLIOSEXUAL
Your 2 Step Recipe to Creating an ROI Partnership
7 min read
Simon Chadwick & Andrew Cannon on “ROI Partnerships”.
Simon Chadwick
How Endangered Species Chocolate Brought Their Consumers to Life to Inform a Messaging & Activation Strategy
2 min read
Endangered Species Chocolate case study on customer segmentation analysis.
Matt Warta
Developing an Effective Enterprise-Wide Segmentation
3 min read
Dig Insights created a segmentation for Rogers Communications enabling a data-driven strategy.
Dominic Atkinson
Co-Founder at Dig Insights
Enhancing Consumer Insights with Digital Tracking
4 min read
Digital tracking is a win-win situation for both brands and consumers
Tsahi Ben
Enhancing Attribution Analytics with Economic-Based Segmentation
3 min read
Segmentation and attribution can be combined by marketers, helping to optimize budgets and expand target reach
Christian Bartens
Marketing Measurement Leader at Equifax
Activating Segmentation
3 min read
Burke created an in-depth segmentation initiative & marketing strategy
Megan Nicollerat
How Big Data Augments Marketing Research
4 min read
We suggest that Big Data will enhance the reach of the survey research industry, not replace it.
Michael Lieberman
Founder & President at Multivariate Solutions
Have The Statisticians Have Taken Over The Segmentation Asylum? No.
7 min read
Conducting segmentation studies using MaxDiff and Latent Class models represents a powerful combination of tools for marketing researchers.
Steve Cohen
Partner and Co-Founder at in4mation insights
Market Segmentation For Digital Natives Vs Digital Immigrants
3 min read
Knowing the difference between Digital Natives & Digital Immigrants is a necessity for marketers and researchers.
Michalis Michael
Chief Executive Officer at DMR
Four New Approaches To Consumer Segmentation In A Digital And Social Age
4 min read
Traditional consumer segmentation simply does not work that well because it is rarely very actionable. Here’s how that can change.
Joel Rubinson
President at Rubinson Partners Inc
If Gamification is Great, Why Aren’t Game Companies Gamifying their Research?
3 min read
Creating compelling game experiences (and by corollary, creating compelling gamified research) requires more than just the mechanics of a game. After ...
Jason Anderson
Owner at Datagame
The New Netnography: Intel Launches “The Museum of Me”
3 min read
An app that compiles the content from your Facebook profile and allows users to “Create and explore a visual archive of your social life”.
Leonard Murphy
Chief Advisor for Insights and Development at Greenbook
Labels Are Easy and Usually The Surest Path To Confusion and Wrong
4 min read
There’s no blanket answer to what defines a Catholic, or a liberal, or most other subgroups. Labels are easy and definitions are challenging – but goi...
Ron Sellers
IFC Redesigned Through Ethno-Segmentation
2 min read
A presentation at TMRE from IFC and Sachs Insights showed a very elegant and effective marriage of segmentation and ethnography
Bill Weylock