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  • A thoroughly challenging (but enjoyable) project involved segmenting the very diverse range of parents in England in terms of their communication and information needs (for parenting and education).

    This segmentation clearly had to be multi-dimensional – drawing together parenting beliefs and attitudes, motivations and barriers as well as their needs and issues. It also had to be manageable – and has since been used effectively to focus specific communications and to ensure recruitment of the full cross-section of parents in subsequent projects.