Picture it: a working-class town up in t'north. The sun’s blazing (or 'crackin' t'flags' as we say up there). The beer’s warm and just down the road from Heaton Park, where the Oasis reunion is about ...

Marketers love to talk about segmentation but, too often, they get it completely wrong. One of the biggest mistakes is treating broad, arbitrary groups (like industry sectors or entire generations) as...

Marketers love the idea of uncovering some hyper-specific, hidden insight that will unlock success. They think that great marketing strategy comes from sophisticated data models, complex algorithms, a...