Resource of the month: To segment or not to segment? Guide to segmentation from the Public Interest Research Centre

To segment or not to segment?
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The always-brilliant Public Interest Research Centre have a tremendous new resource all about audience segmentation.

I’ve long been a fan of their guides to testing and framing communications, and this new resource is just as useful. It tackles the tricky question of segmenting – when is it useful, and when does it hamper our efforts by putting our audience in boxes that they don’t belong in? There’s useful strategic advice, case studies (great to see Ireland’s Yes Equality campaign highlighted here!), a checklist for deciding if and how to segment, and guidelines to avoiding the traps that segmenting can sometimes create.

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