Segmenting Publics

This research synthesis was commissioned by the National Co-ordinating Centre for Public Engagement (NCCPE) and the Economic and Social Research Council (ESRC) to examine audience segmentation methods and tools in the area of public engagement.

It provides resources for assessing the ways in which segmentation tools might be used to enhance the various activities through which models of public engagement in higher education are implemented.

Understanding the opinions, values, and motivations of members of the public is a crucial feature of successful engagement. Segmentation methods can offer potential resources to help understand the complex set of interests and attitudes that the public have towards higher education.

Download Executive Summary (PDF, 530kb)

Download the full Report Segmenting Publics (PDF, 1009kb)