Segments, Hugs and Rock ‘N’ Roll: An Attitudinal Segmentation of Parents and Young People

The article describes an attitudinal segmentation of parents and young people, conducted for the Department for Children Schools and Families (DCSF).

Segments, Hugs and Rock 'n' Roll: An Attitudinal Segmentation of Parents and Young People

Janice Clark The Futures Company

Sara Jones Department for Children, Schools and Families

Eleni Romanou and Michelle Harrison BMRB Social

INTRODUCTION AND BACKGROUND TO THE SEGMENTATION

The Government Communications Network (GCN) definition of segmentation: Segmentation is the sub-dividing of people with distinctive shared needs and characteristics into reachable groups, based on three dimensions:

  • Who they are

  • What they do

  • How they think and feel

In 2007, the Department for Children Schools and Families (DCSF) was looking for more effective ways...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands