Developing a Customer Profile Approaches to Segmentation Anne

Developing a Customer Profile Approaches to Segmentation Anne Greaves Head of Market Research, Learning and Skills Council LSDA Conference 8 December 2004

Background • Key part of the LSC’s activities rely on understanding their markets and how to communicate with them- appropriate media messages and media utilisation is key • Investigation of young people (15 -24’s), parents of 15 -24 year olds and employers required to provide in-sight on aspirations and attitudes

Adult Segmentation Model • Developed through a cluster analysis • Analysis of data from Uf. I survey results (TNS) • Created a two level solution: • 20 detailed clusters • Grouping into four high level large clusters

Data Modelling • Identification of common questions between NALS and TNS • ‘Discriminant Function’ created from questions with a significant influence on cluster membership • Use function to allocate NALS records to the clusters identified

Customer Segmentation Clusters • Achieved (34%) • Unfulfilled (30%) • Disinterested (20%) • Rejectors (16%)

Young People and Aspirations • Views on Education • Perceptions/attitudes towards the Future • Personal Self-Belief and Motivators • Parents’ views on child(rens) future • Achieving Career Aspirations

Constructing the Aspirations Index A regression analysis to identify statistical relationship with: “Do you expect that you will attain your career aspiration? ”

Aspirations Segmentation • Engaged Achievers (25%) • Unfocussed (15%) • Disinterested (14%) • Disaffected (11%) • Community Focused (14%) • Dual Focused (20%)

Contact Details Ms Anne Greaves Head of Market Research Learning and Skills Council, National Office Cheylesmore House Quinton Road COVENTRY CV 1 2 WT Tel: (024) 7682 3797 Fax: (024) 7682 5885 Email: anne. greaves@lsc. gov. uk