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CultureHive > Authors > Bryony Duncan
11th October 2013 Sara Lock

Resources by Bryony Duncan

Five segmentation steps

You’ve done some database mining, audience profiling or primary research and observed patterns that indicate audience groups you’re interested in, giving you the bones of a segmentation model. The groups have passed the first tests of segmentation – each is distinct enough and reflects shared needs and a common response to an offer. So, what next? This article suggests how you can colour in your sketches of each group, engage your colleagues in recognising them and keep your segmentation live and relevant. We consider two kinds of segments and describe the steps you might take. Included are some quotes and examples from Sound and Music (SAM), a contemporary music organisation, combining producing, programming, information and services.

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