About people segmentation
What is segmentation?
Segmentation is a generic term for dividing a large group of
people into distinct groups, or segments.
Why use segmentation?
To have an impact on the behaviours of the adult population of
Wales is problematic:
- our contact with adults is disparate;
- we don't have the resources to work with all adults;
- our culture in society doesn't readily facilitate increased
Segmentation provides a tool by which we can better understand
the adult population and target resources more effectively.
We have been working with Experian to produce a segmentation
solution. Experian are the largest originators and owners of
consumer data in the UK.
Utilising this data, Experian have developed Mosaic UK, which
classifies all consumers in the UK. 400 data variables have been
used to build Mosaic UK. 54% is sourced from the 2001 Census. 46%
is derived from Experian's Consumer Segmentation Database, which
provides coverage of all of the UK's 46m adult residents and 23m
It includes the edited Electoral Roll, Experian Lifestyle Survey
information, Consumer Credit Activity, the Post Office Address
File, House Price and Council Tax information, hospital episodes,
and ONS local area statistics. All of this information is updated
annually and used to replenish the classification each
year. We have an extensive database detailing insight
into participation in sport and physical activity: the Active
We were keen to utilise this data with Experian's Mosaic UK's
segmentation and create bespoke (non)participation-informed
segments for Wales. In March 2008, we contracted Experian to 'code
up' the adult participation survey data with Mosaic UK and create,
through a series of cluster analyses, a twelve segment solution for
The people segments have now been updated to reflect the latest
Mosaic UK and Active Adults Survey data. We are also developing a
number of place segments, which will be launched later in 2012.
Benefits of using market segmentation
Segmentation can drive tactical and strategic decisions:
- Contribute to policy decisions
- Action planning
- Catchment area analysis
- Membership profiling
- Project evaluation
- Apply insight to geography
- Drive the marketing strategy
- Who to target?
- What to offer?
- Media channel to use?
- Tone and message to use
The twelve segments
Below are the 12 people segment profiles. The people
segmentation solution splits the adult population of Wales into 12
distinct market segments. Click on the name of each segment to
Maps for each people segment can be found in the Maps
section of the website.