Segmentations: when research collides with life

Good segmentations are costly, complex and constantly refined undertakings: multi-disciplinary, multi-agency, multi-methodology. So they must be right.

But in many ways the lack of science or real laws in marketing tempts us to give segmentations more credibility than they sometimes deserve.

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Finding the LYNX Effect

Our recent and successful “Watch Kids Think” research revealed what I thought was an incredible observation.

Boys aged 10-12 around the world have been throwing LYNX into their trolley when given the freedom to choose any personal care product.

And I mean any product.

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Guess what is now polling 3rd in the US Presidential race…

I went to the MRS Impact 2016 event last week in London. I hadn’t been before so didn’t know what to expect – I admit to a little bit of skepticism before I walked through the doors on Tuesday morning. The below is a summary of some key findings/thoughts as well as some things I learnt which I will be bringing into the organization.

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