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 to understand their key audiences of parents & carers and children & young people. Many segmentations existed within the Department, but these were either small scale and generally qualitative in nature or extremely issue specific.