A masterclass in segmentation

What are the learnings for marketers from three video case studies on segmentation? Co-op director of group marketing Gill Barr, marketing professor Patrick Barwise and Marketing Week editor Ruth Mortimer discuss the essential lessons from ‘The Uses of Research’ video series devoted to segmentation, created by the exclusive partnership between Marketing Week and Quadrangle.

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Beer should not be gender exclusive

Seb Joseph

Molson Coors’ decision to pull Animée from shelves should see the end of female-friendly beer brands with brewers instead focusing on changing perceptions of beer amongst women.