Workshop: Audience segmentation

1. Workshop:Audience segmentation Caroline Ridler 18 November 2009

2. Outline of workshop • Background to audience segmentation • Leading segmentation tools • What can these tools be used for? • Discussion: Current and future usage of audience segmentation tools. How are you identifying target audiences?

3. Background • Geodemographic segmentation • ‘similar people live in similar types of neighbourhoods’ • Small area intelligence • Classifying small areas using socio-economic data; Census, deprivation, lifestyle… • Aim to aid effective targeting of resources

4. A typical segmentation tool will… • classify neighbourhoods into categories • include varying levels of detail within categories • provide a narrative of the typical environs and inhabitants • incorporate non-Census data, inc house prices/ unemployment/ council tax band Source: APHO Technical Briefing 5: Geodemographic Segmentation

5. “Public health use of geodemographic segmentation tools has lagged behind that of the commercial sector, but is now beginning to catch up as analysts in health and related fields overcome their suspicion of market research techniques” http://www.apho.org.uk/

6. ACORN ACORN Health ACORN 4 Groups Existing Problems Future Problems Possible Future Concerns Healthy 25 Types 60 sub-types Output Area level • 5 Categories • Wealthy Achievers • Urban Prosperity • Comfortably Off • Moderate Means • Hard-Pressed • 17 Groups • 56 Types • Postcode level

7. http://www.upmystreet.com/

8. HWHL Consumer Insight • 6 Clusters • Families attitudes and behaviours relating to diet and physical activity • Postcode directory • Output Area maps • Use with caution… • See NOO briefing note

10. Mosaic - Public Sector • Postcode • Updated - 2009 • Interactive Guide • 15 Groups • 69 Household types • 146 Person types

11. Output Area Classification • 7 Supergroups • Blue collar communities • City living • Countryside • Prospering suburbs • Constrained by circumstances • Typical traits • Multicultural • 21 Groups • 52 Subgroups

12. Examples of use: Berkshire Source: NCMP Berkshire, 2006/07, 2007/08 & 2008/09, pre-cleaned data Analysis performed by Sid Beauchant, Berkshire Shared Services

13. Limitations • Not always representative of the local population • Uses survey data modelled to postcode • Statistical models which should be used with the appropriate caution • Detailed methodology may not be available from commercial sources • Not a stand-alone analysis tool

14. Limitations continued…

15. References & resources • Abbas J, et al (2009). Technical Briefing 5: Geodemographic Segmentation. York: Association of Public Health Observatories • Abbas J, Ojo A, Orange S. Geodemographics – a tool for health intelligence? Public Health Journal 2009; 123:e35-9. • CACI (2006). The ACORN User Guide. http://www.caci.co.uk/brochures.aspx • Experian (2009). Mosaic Public Sector: the citizen classification for the United Kingdom. http://publicsector.experian.co.uk/Products/~/media/Brochures/MosaicPublicSector_Brochure_051109A.ashx • National Obesity Observatory (2009). Healthy Weight, Health Lives: Market Segmentation and Mapping. http://www.noo.org.uk/securefiles/091117_1532//HWHL_Market_segmentation.pdf • Vickers D, Rees P. Creating the UK National Statistics 2001 output area classification. J.R. Statist. Soc. A (2007) 170, Part 2, 137-403. • http://www.statistics.gov.uk/about/methodology_by_theme/area_classification/default.asp • http://www.nsmcentre.org.uk/

16. Group discussion • How have these tools been used in your PCT? • How do you identify target audiences? • How could you use these tools in future? • Advantages and disadvantages of audience segmentation for local health intelligence • What other data & local intelligence are available to complement these tools?

17. www.noo.org.uk caroline.ridler@sepho.nhs.uk 01865 334764