The Wildfowl & Wetlands Trust (WWT) is one of the world’s largest and most respected wetland conservation organisations working globally to safeguard and improve wetlands for wildlife and people. The work of WWT is supported by a much valued membership base of over 200,000 people. In 2010 WWT embarked on a major piece of research to help them understand their visitors in more depth. This resulted in a new segmentation model that helps WWT plan their work, market resources and support visitors better.
The WWT visitor segmentation model was based on research data collected over a period of five months in 2010. Surveys were run with staff and volunteers, and with visitors, to find out how we could group them into similar ‘segments’. We asked questions such as ‘who do you come with?’, ‘what’s the main reason for your visit today?’, and ‘would you call yourself a bird watcher?’ and showed them a series of pictures, asking them to pick those that made
them want to visit or they thought described the most important things that would make up a ‘perfect’ visit.