Segmentation for a cause

Case study

The context

The Natural History Museum had adopted a new strategic mission of ‘creating advocates for the planet’. To achieve this mission it needed to unify the organisation around a common understanding of current and potential audiences.

What we did

A segmentation informed by several stages of primary and secondary research, covering domestic and international markets, members, on-site visitors, online audiences, staff and pre-existing research reports.

We also provided an algorithm so that people could be accurately assigned to segments in future.

How it helped

The segmentation clearly differentiated on sustainability attitudes and behaviour, as well as attraction visiting, to provide a strong foundation for different client departments to work towards a shared mission and financial objectives.

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