Segmentation in campaigning: the Utrecht case

Basic Information

Series Title

CIVITAS

Language

English

Availability

Funder

EU IEE

Price

Free

Host

CIVITAS website

Summary

When we want to change behaviour, targeted messages that appeal to the individual will have more effect than a one-fits-all approach. In this webinar, we will give a brief overview of the benefits of and techniques for setting up targeted campaigns for specific segments of people. The city of Utrecht, the Netherlands, will present their experiences with their successful campaign developed within the SEGMENT project. SEGMENT experimented with two types of segmentation techniques: (1) Targeting consumers undergoing ‘life change moments’ which causes them to question and reconsider their travel habits. (2) Clustering these consumers (using detailed questionnaires) into relatively homogenous groups (in terms of their attitudes towards car use, cycling, electric vehicles or wider issues such as climate change and health etc.) and then devising bespoke campaigns.

Material creator

Mark Degenkamp

CIVITAS thematic group "Mobility Management"

Associated project: SEGMENT

sarah.martens [at] mobiel21.be

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Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of CINEA. Neither the European Union nor CINEA can be held responsible for them.

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