This workshop involved looking at various methods of approaching segmentation of audiences and examine some of the existing models popular in the UK. It will provide participants with an opportunity to discuss current approaches used in their organisation and share ideas with a view to enhance their approach. www.congrespodiumkunsten.nl

1. Segmentation in the UK Workshop
Vishalakshi Roy, Director, Earthen Lamp

2. Running order
• Introduction
• Types of segmentation
• A few models commonly used in the UK
• Making a start with segmentation
• Sharing experiences

3. What is segmentation?
An established market research technique that breaks down a
given market/group of people into distinct consumer ‘types’
• Identifies shared wants and needs
• Enables more precise targeting and tailored marketing and
communications
• Used by many arts organisations (e.g. Royal Shakespeare
Company) and increasingly by public bodies (e.g. National
Trust)

4. What are the main approaches to
segmentation?
• Population based models
• Behaviour based models
• Product or service based models
• Attitude based

5. A few common models used in
the UK

6. ACORN
What:
Geo-demographic segmentation of the population which segments
small neighbourhoods, postcodes, or consumer households into 5
categories, 17 groups and 56 types
Uses:
Understand customers’ lifestyle and attitudes
Identify the needs of neighbourhoods and public service needs
Identify profitable prospects, evaluate local markets
Can be used to drive effective customer communication strategies
Available as:
Mainly as a dataset of prospects, allows profiling of data and
mapping

7. Case Study: Think tank Birmingham
Aim:
• To identity prospects and design targeted marketing
How:
• Postcodes of attenders profiled using ACORN categories
• Geographic distribution analysed and areas of growth
identified

8. Mosaic UK
What:
Comprehensive demographic data sources and a sophisticated
approach to cluster analysis, supported by analysis of market
research. 155 person types aggregate into 67 household types and
15 groups, to create a 3 tier classification that can be used at the
individual, household or postcode level
Uses:
Helps to target, acquire, manage and develop profitable
relationships. Used to analyse consumer behaviour, understand
potential risk and identify investment opportunities
Available as:
Prospect lists, used for mapping and profiling

9. Case Study: BCMG
Aim:
• To identity prospective funders
How:
• Postcodes of current funders profiled using Mosaic UK
• Segments compared to the UK average and typical funder
identified
• Prospect lists generated using the intelligence gathered

10. Arts Audiences: Insight
What:
Starting with arts attendance and participation the segmentation uses
data from Taking Part and Target Group Index surveys. Available as 13
arts consumer segments
Uses:
Particularly suited to strategic positioning – putting the audiences in
context and developing initiatives designed to increase engagement.
Includes detailed information on the qualities and needs of different
audience groups, including current non-engagers and audiences of non-
ticketed events
Available as:
Local level segment breakdown, segment maps, profiling compared to
averages

11. Case Study: Ledbury Poetry Festival
Aim:
• To understand the audiences that make up high frequency
and low frequency bookers and devise communication
strategies
How:
• Postcodes of high and low frequency bookers profiled using
AAI
• Segments compared to the UK average and typical high and
low frequency booker identified
• The intelligence will feed into communication strategies in
the future

12. National Trust: Days Out
Segments
Features:
•Based on motivation and mind set of
visitors
•Derived from large scale survey with
visitors
Benefits:
• Understand priorities in terms of
number of visitors impacted
• Focus the offer
• Common approach across central,
regional, and property teams
• Co-ordination across, property heads
of department

13. Royal Shakespeare Company
Features: Golden Geese
•Behavioural model refreshed twice a
year
Newbies
•Derived from box-office data
•Movement between segments tracked
Benefits: E Bookers
• Targeted communications strategy
• Co-ordination across departments
Regulars
•Allows for the design of “win back”
strategies
Family Lapsers

14. Where do you start with
segmentation?
• Surveys
• Mailing lists
• Booking data (box office, other ticketing info)
• Profiling and mapping of visitors/attenders
• Observation data
• Population data
• Programme of activities

15. Over to you…

16. Current use
How important is segmentation in your work?
1 = we don’t do it but we are thinking about it more
2 = we have made a start with it
3 = somewhat, we use some segmentation for our marketing
and/or programming
4 = we use it most of the time
5 = we can’t function without it

17. Approach
Determine the top three criteria you
use/would use for segmentation in your
organisation
e.g: Geography, Demographic information, Lifestyle,
Products, Past/ future behaviour, Attitudes, Any other
attributes

18. Relevance
How can you use some of the UK information?
Which of these models are most relevant to
your work?

19. Sharing experiences and
questions

20. Concluding thoughts
• Different models give different information.
• Segmentation is a mean and not an end.
• Can help make evidence based decisions.
• Segmentation doesn’t have to be expensive.
• Every segmentation model needs to evolve – should not be
static.
• Learn from others’ experiences – try before you buy!

21. Thank you
Vishalakshi Roy
Earthen Lamp
+44 (0) 7742 050228
v.roy@earthenlamp.com
www.earthenlamp.com
@royvisha
© The Black Country Living Museum