New research report: Examining audience segmentation methods

We are pleased to announce the publication of Segmenting Publics - a research synthesis produced in collaboration with the ESRC, to explore market segmentation technologies and other segmentation methods for the purposes of public engagement.

Market segmentation, developed in the for-profit commercial sectors, is a practice of dividing markets up into homogenous “segments‟ of consumers or customers. The members of any given segment are assumed to respond to communication or to behave in the same way. In relation to public engagement these approaches could develop understanding of the opinions, values, and motivations of members of the public; a crucial feature of successful engagement.

This research synthesis 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.

Learn more and download our research synthesis here.