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...