Transcript Slide 1

What is Segmentation
A process of looking at the audience or ‘market’ and seeking
to identify distinct sub-groups (segments) that may have
similar needs, attitudes or behaviours.
The aim of any segmentation should be to define a small
number of groups so that:
- All members of a particular group are as similar to each other as
possible
- They are as different from the other groups as possible
.
Types of Segmentation
DemographicGeo-Demographic Geographic
Divides
Combines
people
demographics
into groupsand geography
Divides
intopeople
a segmentation.
into different
based Identifies
on the way
clusters
they respond
of geographicgroups
areas that
related
have
to similar
how a person
to, use, or know of a product
or
thinks, feels, and behaves.
demographic
profiles.
service.
Behavioural
Psychographic
Divides people into different
groups based on the way they
respond to, use, or know of a
product or service.
Divides people into different
groups related to how a person
thinks, feels, and behaves.
Geodemographics
Geodemographics has been defined as the ‘analysis of people
by where they live’.
It uses geography to help us draw general conclusions about
the characteristics and behaviours of the people who live in
them.
Makes the assumption that similar people live in similar places,
do similar things and have similar lifestyles ‘birds of a feather
flock together’.
Geodemographic Segmentation
Charles Booth’s 1898-99 Poverty
Map of London
Webber and Craig (1976 & 78)
• Office of Population Censuses and Surveys (OPCS)
commissioned three classifications based on the 1971
census.
• Key variables used included unemployment, students,
two car households, industry sector, social class, age,
migration, tenure, overseas immigration, overcrowding
and household amenities
• Commercial sector saw potential benefits of area
classification. The British Market Research Bureau
(BMRB) restructured Webbers classification and
renamed it ‘A Classification of Residential
Neighbourhoods’ (ACORN).
http://www.geog.leeds.ac.uk/people/old/d.vickers/d.vickers_
thesis_c2.pdf
http://booth.lse.ac.uk/
Geodemographic Segmentation
Booth Classification
Description of class
A
The lowest class which consists of some occasional labourers, street sellers, loafers, criminals and
semi-criminals. Their life is the life of savages, with vicissitudes of extreme hardship and their only
luxury is drink
B
Casual earnings, very poor. The labourers do not get as much as three days work a week, but it is
doubtful if many could or would work full time for long together if they had the opportunity. Class B is
not one in which men are born and live and die so much as a deposit of those who from mental, moral
and physical reasons are incapable of better work
C
Intermittent earning. 18s to 21s per week for a moderate family. The victims of competition and on
them falls with particular severity the weight of recurrent depressions of trade. Labourers, poorer
artisans and street sellers. This irregularity of employment may show itself in the week or in the year:
stevedores and waterside porters may secure only one of two days' work in a week, whereas labourers
in the building trades may get only eight or nine months in a year.
D
Small regular earnings. poor, regular earnings. Factory, dock, and warehouse labourers, carmen,
messengers and porters. Of the whole section none can be said to rise above poverty, nor are many to
be classed as very poor. As a general rule they have a hard struggle to make ends meet, but they are, as
a body, decent steady men, paying their way and bringing up their children respectably.
E
Regular standard earnings, 22s to 30s per week for regular work, fairly comfortable. As a rule the
wives do not work, but the children do: the boys commonly following the father, the girls taking local
trades or going out to service.
F
Higher class labour and the best paid of the artisans. Earnings exceed 30s per week. Foremen are
included, city warehousemen of the better class and first hand lightermen; they are usually paid for
responsibility and are men of good character and much intelligence.
G
Lower middle class. Shopkeepers and small employers, clerks and subordinate professional men. A
hardworking sober, energetic class.
H
Upper middle class, servant keeping class.
Tools Available
Example Profiles using ACORN
Profile of all responses to the dental health survey (weighted)
25%
20%
15%
10%
5%
0%
A
B
C
Wealthy Achievers
Source: 2008 Dental Survey
D
E
Urban Prosperity
F
G
H
I
Comfortably Off
J
K
L
M
Moderate Means
N
O
P
Q
Hard Pressed
Produced by YHPHO 2009
Example Profiles using ACORN
Q4. Health of your teeth, lips, jaws & mouth
Response 'Poor or very poor'
All Responses
25%
25%
20%
20%
15%
15%
10%
10%
5%
5%
0%
0%
A
B
C
Wealthy Achievers
Source: 2008 Dental Survey
D
E
F
Urban Prosperity
G
H
I
Comfortably Off
J
K
L
M
Moderate Means
N
O
P
Q
Hard Pressed
Produced by YHPHO 2009
Example Profiles using ACORN
Q9. Have you had a painful aching in your mouth?
Response 'Occ, fairly/very often'
All Responses
25%
25%
20%
20%
15%
15%
10%
10%
5%
5%
0%
0%
A
B
C
Wealthy Achievers
Source: 2008 Dental Survey
D
E
F
Urban Prosperity
G
H
I
Comfortably Off
J
K
L
M
Moderate Means
N
O
P
Q
Hard Pressed
Produced by YHPHO 2009
Example Profiles using ACORN
Q22 - If you went to the dentist tomorrow do you think you would need treatment?
Response 'Yes'
25%
25%
20%
20%
15%
15%
10%
10%
5%
5%
0%
0%
A
B
C
Wealthy Achievers
Source: 2008 Dental Survey
D
E
Urban Prosperity
F
G
H
I
Comfortably Off
J
K
L
M
Moderate Means
N
O
P
Q
Hard Pressed
Produced by YHPHO 2009
Example Profiles using ACORN
Q12. About how long ago was your last visit to the dentist?
All Responses
Response '>2 years'
25%
25%
20%
20%
15%
15%
10%
10%
5%
5%
0%
0%
A
B
C
Wealthy Achievers
Source: 2008 Dental Survey
D
E
F
Urban Prosperity
G
H
I
Comfortably Off
J
K
L
M
Moderate Means
N
O
P
Q
Hard Pressed
Produced by YHPHO 2009
ACORN Group N: Struggling Families
These are low income families living on traditional low-rise estates. Some have bought their council
houses but most continue to rent. Estates will usually be either terraced or semi-detached. Two
bedroom properties are more typical but the larger families may be housed in three bedroom
properties. Either way there may be an element of overcrowding.
On some estates there are high numbers of single parents while on others there are more elderly
people, some with long-term illness.
Incomes are low and unemployment relatively high. Jobs reflect the general lack of educational
qualifications and are in factories, shops and other manual occupations.
There are fewer cars than most other areas. Money is tight and shopping tends to focus on cheaper
stores and catalogues. Visiting the pub, betting, football pools, bingo and the lottery are the principal
leisure activities.
These families share the twin disadvantages of educational under achievement and consequent lack
of opportunity. They are struggling to get by in an otherwise affluent Britain.
Other Segmentation Tools
All Responses
Response '>2 years'
14%
14%
12%
12%
10%
10%
8%
8%
6%
6%
4%
4%
2%
2%
0%
0%
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
2.1
Existing Problems
2.2
2.3
2.4
2.5
3.1
Future Problems
3.2
3.3
3.4
3.5
3.6
4.1
4.2
4.3
Possible Future Concerns
4.5
4.6
Healthy
Produced by YHPHO 2009
Source: 2008 Dental Survey
Q12. About how long ago was your last visit to the dentist?
All Responses
Response '>2 years'
Most Affluent
Source: 2008 Dental Survey
More Affluent
Av Affluence
Less Affluent
GX520
GR560
GX506
GR557
GR559
GM541
GR547
GM531
GM539
GF512
GM517
GR448
GR458
GX418
GM433
GM440
GF422
GF430
GF408
GF411
GX324
GX337
GX304
GX315
GR355
GX301
GR346
GR354
GM342
GR345
GM313
GM336
GF319
GF326
0%
GF307
GF314
0%
GX210
GX229
2%
GR256
GX203
2%
GM244
GR250
4%
GM234
GM235
GM238
4%
GM225
GM232
6%
GF221
GM223
6%
GF202
GF216
8%
GX105
GX127
8%
GR152
GR153
10%
GF128
GM143
10%
GF109
Personicx Geo
4.4
GR549
GR551
Health ACORN
Q12. About how long ago was your last visit to the dentist?
Least Affluent
Produced by YHPHO 2009
Other Segmentation Tools
All Responses
Response '>2 years'
24%
24%
20%
20%
16%
16%
12%
12%
8%
8%
4%
4%
0%
0%
1a
1b
1c
2a
2b
3a
3b
3c
4a
4b
4c
4d
5a
5b
5c
6a
6b
6c
6d
7b
Produced by YHPHO 2009
Source: 2008 Dental Survey
Q12. About how long ago was your last visit to the dentist?
All Responses
Response '>2 years'
Mature Oaks
Source: 2008 Dental Survey
Country Blossom ing
Orchards Fam ilies
Rooted
Households
Qual
Met
Senior
Nbhds
Suburban Stab
New Starters
MC
Centres
Urban Prod
W'thered
Dis
Com m nuities Housholds
M40
M38
M35
L37
L32
K36
K31
K29
J34
J30
J28
J27
I33
I24
H26
H25
H22
G23
G21
G19
G17
F20
F16
F10
E08
D15
0%
D14
0%
D13
3%
D11
3%
C12
6%
C07
6%
C03
9%
B09
9%
B04
12%
A06
12%
A05
15%
A02
15%
A01
P2
7a
L39
OAC
Q12. About how long ago was your last visit to the dentist?
Urban
Challenge
Produced by YHPHO 2009
Case Study - Snack Right
The Snack Right social marketing campaign was undertaken by the Cheshire and Merseyside
Public Health Group (CHAMPS), to address a perceived need to reduce consumption of unhealthy
snacks by pre-school children during the ‘danger period’ between the end of organised day care
and teatime. Mosaic was used to build up a picture of the target population of families with young
children in deprived areas. This knowledge of the relevant Mosaic segments informed the design
and conduct of focus group work, and also helped to identify potential retail partners to involve in
the campaign.
www.nsms.org.uk/public/CSView.aspx?casestudy=37
What geodemographics can not tell us.
• Birds of a feather may not always flock together
• Most geodemographic tools have a large Census 2001 component
• Analysis of the profiles is usually based on probabilities, rather than
hard data.
• They are not really intended to be used as a trend monitoring tools.
Cannot quickly detect change
• Geodemographics, and segmentation tools in general, in themselves
do not provide the answer. They are simply one of a range of tools and
approaches that can be used to generate insight and health intelligence
to support social marketing decisions.
How do they add value?
• Population health profiling
- Understanding the characteristics of small geographical areas.
- Mapping and visualisation.
• Targeting health interventions by identifying areas with excess
expected prevalence/incidence etc.
• Measurement of health inequalities by:
- Explaining variation in health determinants, outcomes or services.
- Providing a more granular measure of health inequality.
• Social marketing and communications
• Support data linkage, and non-disclosable data sharing.
• As a base for generating additional insight - on top of the off-theshelf descriptions.
Useful Links
• National social marketing centre: www.nsmcentre.org.uk
• APHO tech briefing 5: www.apho.org.uk/resource/item.aspx?RID=67914
• Output Area Classification User Group: www.areaclassification.org.uk
• CACI: www.caci.co.uk/acorn
• Experian: www.business-strategies.co.uk
• Acxiom: www.acxiom.co.uk/QuickLinks
• Beacon & Dodsworth: www.beacon-dodsworth.co.uk
Simon Orange, Public Health
Information Analyst
Yorkshire and Humber Public Health
Observatory, [email protected]
01904 328225