segmentation
Instead of segmentation, try inclusion – it will get you more sales
Research has shown that brand share bears little relationship to the segments brands might be trying to attract.
Y&R to brands: Stop obsessing over demographics
Y&R has launched a psychographic segmentation tool in a bid to purge Chinese adland of what it calls outdated demographic targeting.
APAC consumers evolving at vastly different rates: Forrester
New study finds fastest and most progressive consumer empowerment in urban India and China, while expectations are high across the board, even among those most resistant to innovation.
Brand-building series: Challenge category conventions to win in the marketplace
In our continuing series of brand-building articles, Hugo Saavedra, senior consultant with EffectiveBrands, talks about the importance of properly defining your category.
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