To learn more about our editorial approach, explore The Direct Message methodology. In 2014, Experian Marketing Services released research identifying six distinct deal-seeking consumer segments. The ...

Your business serves a wide range of customers with unique interests and needs. One message will not appeal to everyone, but businesses can’t personalize marketing campaigns for each customer. Instead ...

If you've ever wondered why customers behave the way they do - then you're already thinking about psychographics. This marketing concept seeks to divide customers into groups according to their ...

Even the best advertising campaign won't be equally effective on every consumer everywhere in the country. Market segmentation is a way to target your ads more effectively. A steakhouse wants to ...

Shikha Jain is a Partner at Simon-Kucher & Partners specializing in topline growth for companies in the Retail & Consumer Goods Space. To continue reading ...