Category: Market Segmentation

Two Consumer Behavior Case Studies: The Weather Channel and GrowIt!

Two Consumer Behavior Case Studies: The Weather Channel and GrowIt!
Understanding why viewers and users behave like they do is critical to developing success strategies for The Weather Channel and mobile app GrowIt! Here’s how these two brands segment their consumers. Viewer Segmentation: The Weather Channel Several years back, Insight to Action had the privilege of working with Frank Garland (current CEO of Realtime Brackets,... Read more »

Alpha Gen: Entering a Classroom Near You

Alpha Gen: Entering a Classroom Near You
Most brands today are focused on Millennials, both as customers and as employees. While the exact cut-off years may vary a bit, this generation was born between 1977-1995 (yellow line in chart). And increasing numbers also see the importance of Gen Z, born between 1996-2010, as evidenced by the increasing red line in the chart.... Read more »

Mattel Re-Energizes 72-Year-Old Thomas & Friends Brand for New Generation of Kids

Mattel Re-Energizes 72-Year-Old Thomas & Friends Brand for New Generation of Kids
Everyone is familiar with the smiling engines of Thomas & Friends, chuffing along the island of Sodor and learning valuable life lessons that the characters share with rapt toddler audiences. Iconic Wooden Railway toys can be found in playrooms, preschools, libraries and children’s museums across the world—anywhere young children usually gather. Previous Thomas & Friends... Read more »
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What You Need to Know About Gen Z Right Now

What You Need to Know About Gen Z Right Now
Fresh from my panel at the Marketing to Gen Z Conference in New York, I reached out to several business contacts that I thought would be eager to hear about this up-and-coming generation. Instead, I was met by assumptions and a lack of curiosity about these consumers born between 1996-2010. My main takeaway for my... Read more »

Think the B2B World is Going Mobile? Not Exactly.

Think the B2B World is Going Mobile? Not Exactly.
Cutting Edge B2B Developers Explain Why Mobile Isn’t Their Focus I recently went on a hike with developers from several tech start up firms based in Silicon Beach (Southern California). These start-up founders mentioned that mobile may get all the buzz, but desktops are still the tool of choice for their B2B customers. One augmented... Read more »

Post-Millennial Generation Z Has Arrived! Is Your Market Strategy Ready?

Post-Millennial Generation Z Has Arrived! Is Your Market Strategy Ready?
What You Can Learn from College Campuses Already Experiencing the Newest Generation of Adults For many of my clients, Millennial moms, dads and childless adults are a critical marketing focus for their companies. With an average age of first-time mom in the United States of 26 in 2014, this means that many Millennials are now... Read more »
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Where’s the Consumer Research on Older Adults?

Where’s the Consumer Research on Older Adults?
Marketers Think They Know Older Adults: Their Interests, How They Like to Be Addressed, and What Matters to Them. But Is This True? It’s time to make the case for more meaningful research into older adult consumer behavior, including their motivations and interests. Recently, one of my most trusted senior advisors, Ms. Judith Harrison of... Read more »

Understanding B2B Foodservice: Brands Bring Value to the Consumer Experience

Understanding B2B Foodservice: Brands Bring Value to the Consumer Experience
Many of the world’s leading brands, including Apple, Amazon, Microsoft, Verizon, Toyota and Coco-Cola are dominantly Business to Consumer (B2C) focused. And in the US retail landscape, despite some growth of private label, packaged goods brands command the majority of consumer products purchased. Brands control 82.5% of dollar share vs. private label’s 17.5% in 2014.... Read more »

Beyond Mainstream Pricing: Breyers Goes Super Premium with Gelato Indulgences

Beyond Mainstream Pricing: Breyers Goes Super Premium with Gelato Indulgences
The ice cream market is facing a bit of a meltdown in recent years, with 22% of 2016 frozen treat consumers buying less. Beth Bloom, Senior Food & Drink Analyst for Mintel, writes about the current US ice cream market: “As volume sales in the saturated category decline, dollar gains have cooled. While health leads... Read more »
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The Internet Knows: How We Googled Our Way to Global B2B Market Analysis

The Internet Knows: How We Googled Our Way to Global B2B Market Analysis
My firm, Insight to Action, was challenged by a B2B food ingredient client to create a category analysis of the global reduced sodium market that includes both overt and stealth initiatives.  This category analysis was then translated to prioritized customer targets and marketing approaches. First, we selected the most promising countries and markets for sodium... Read more »
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    Michal Clements

    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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