How many times have you used demographic data to segment and target different customer groups in a marketing campaign? While it is certainly fair to assume someone is going to behave in a certain way, based on factors…
Brexit has turned the British political establishment on its head, and both major parties are deeply divided over the issue of the day: as of this morning, seven Labour MPs have split off from the main party to sit in…
A client’s perspective on what makes a good tracking study and how to connect it to real business decisions. What is a tracking study?
The trouble with segmentation is that once you start looking, you’re faced with endless agencies claiming to offer it. But be wary, the world is littered with mediocre segmentations or worse.
For many businesses, grouping customers for targeting purposes simply means demographics: gender, age and so on. This provides neither an accurate nor a useful snapshot of the customer-types in your market as most buying…
Forget the Gogglebox visions of families and friends gathering around their television sets; when it comes to TV these days, it’s all about independent escapism. We recently conducted a study into TV viewing and found…
Identifying audience segments for better marketing targeting The first step to a successful marketing campaign begins with a thorough understanding of your audience. With that said, how many marketers are able to…
What does it mean having a disruptive business strategy? ‘Disruptive’ is a current buzzword that technologists and marketers use excessively.
As the cliché goes, a great salesperson could sell ice to an Eskimo. But is that really effective as a sales strategy for your business?