Call Launched for Review of Public Segmentation literature

17 February 2010

The NCCPE has partnered with the ESRC to launch a call into existing academic literature on

Using Segmentation Tools for Public Engagement Benefit

A synthesis is required looking at what is known and unknown about the underlying principles, techniques, benefits and constraints of using segmentation and segmentation tools in public engagement contexts. The synthesis will uncover and synthesise current academic literature and reports, outlining existing data and highlighting any trends and/or gaps in existing knowledge.

The final product of the synthesis will include a written synthesis report along with a PowerPoint presentation.

All relevant documents, including application forms and further information is available on the University of Bristol's procurement website. 

Closing date: 12 noon, 15th March 2010

Value: Up to £15 000

Overview

The term Public Engagement (PE) implies there is a group of people known as The Public. However, few PE practitioners think of the public as a uniform, homogenous whole: they subdivide, or segment, the public either implicitly or explicitly. Methods of identifying publics can include grouping by socioeconomic class categories, gender and age divisions, and levels of academic qualifications. More recently there has been surge of interest in many sectors where publics have been identified by their current interest in, attitude to, or current behaviour around, a particular issue. The underlying motivation for segmentation is an assumption that each subgroup will respond to a communication or engagement activity in a similar manner. The assumption does not always hold, but the use of segmentation may nonetheless prove beneficial.

The review will investigate:

  • The underlying principles and purposes of public segmentation
  • The strengths and challenges arising from segmenting the public for engagement purposes
  • The different models currently available across disciplinary settings and how these have been applied e.g. in health, education, environment, etc
  • The tools, models and methodologies which have been used
  • The strengths and weaknesses of these, and examples of those which have been effective

Examples of sectors currently using or discussing public segmentation for engagement purposes include social marketing, public relations, environmental communication, science communication, public consultation, and institutions such as the BBC, UK Government and cultural institutions such as the Arts Council England.  

Note: This is a collaboration between the National Co-ordinating Centre for Public Engagement (NCCPE) and the ESRC, with the NCCPE managing this call through the University of Bristol e-tendering system, ProContract.