RIBA – connecting with the wider world

By Jon Young
Research Problem

The Royal Institute of British Architects needed to connect with the public to both help their members and to realise their mission. They needed to understand how people think about architecture, see it in the wider world and engage with its purpose.

Approach

Through qualitative focus groups and a comprehensive whole of UK market survey, BVA BDRC developed an actionable market segmentation of the UK adult population with comprehensive pen portraits that has enabled RIBA to effectively engage different parts of society,  direct campaigns toward the most relevant segments benchmark the effectiveness of marketing & communication strategies on each of the segments and be in a better position to progress its public mission.

Outcomes

The segments are embedded within RIBA and all public facing activity of the organisation is now formulated in the context of their seven segments.

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