Dec 17, 2020

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.

Oct 31, 2017

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Y&R has launched a psychographic segmentation tool in a bid to purge Chinese adland of what it calls outdated demographic targeting.

Oct 10, 2016

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.

Aug 28, 2013

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.