All posts tagged: Segmentation

Beyond segmentation: Towards audience alignment

Segmentation can easily be misunderstood as an attempt to pigeonhole human behaviour and flatten complexity into neat consumer profiles

David Reece and Sarah Chambers discuss why segmentation is most powerful when it’s a reflective organisational practice – less about categorising audiences and more about aligning with values, purpose and future direction. Drawing on examples from across the sector, they explore how segmentation can be a tool for clarity, connection and cultural change.

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Historic data: is it really history?

Folded laptop

The era of Coronavirus created an 18-month crevasse in our databases. As we climb up the other side, what is the role of historic data?

With some questioning the usefulness of pre-pandemic datasets, Libby Papakyriacou argues that now more than ever, understanding historic data is crucial to recovery.

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