Segmentation
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Segmentation recognises that people differ, in their characteristics, personalities and circumstances. More importantly, these differences affect an individual’s behaviour and how they respond to stimuli and messaging.
Beyond Logic is expert in utilising geodemographics to provide a practical segmentation solution. This includes using both commercial systems such as MOSAIC and ACORN, and the ONS’ open source system, the Output Area Classification (OAC) and it’s London-specific version LOAC. These geodemographic segmentation tools recognise the important behavioural science concept of the Power of Context: this reflects the fact that an individual has less control over their behaviour than they like to think, with much of it determined by their circumstances and the options available to them. |
Geodemographic classification systems such as that illustrated below are useful for understanding an area and what measures or messaging are most appropriate for achieving your objectives.
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CASE STUDY: TFL CLASSIFICATION OF LONDONERS
Project description
Tony Duckenfield of Beyond Logic Consulting was seconded to TfL’s policy analysis team where he helped to create a new segmentation system designed to be used across the organisation and by delivery partners. The new segmentation, the TfL Classification of Londoners or T-CoL, is a geodemographic system using the ONS’ London Output Area Classification. Using this as a base, data from a bespoke segmentation survey, and from the London Travel Demand Survey was added and new segments and sub-segments created, optimised on travel behaviour and propensity to change behaviour.
Project outputs
The segmentation is now being used by TfL across a number of policy areas and supports initiatives such as Healthy Streets.
Added value
An important element of the creation of T-Col was creating a tool which could be used across different parts of TfL such as planning, policy analysis, forecasting and modelling, marketing, walking and cycling, and Tony was able to do this by having an understanding of the differing needs arising from each of these perspectives. This was helped by having had a long history of working with TfL.
Behavioural science concepts
Information asymmetry – sharing information about the underlying data and the process used for developing the segmentation helped to build trust and gain acceptance
Power of context – T-CoL was developed taking into account the impact of context on travel behaviour, achieved by bringing together a mix of data relating to the person (and their circumstances), trips and their characteristics, and public transport provision.
Project description
Tony Duckenfield of Beyond Logic Consulting was seconded to TfL’s policy analysis team where he helped to create a new segmentation system designed to be used across the organisation and by delivery partners. The new segmentation, the TfL Classification of Londoners or T-CoL, is a geodemographic system using the ONS’ London Output Area Classification. Using this as a base, data from a bespoke segmentation survey, and from the London Travel Demand Survey was added and new segments and sub-segments created, optimised on travel behaviour and propensity to change behaviour.
Project outputs
The segmentation is now being used by TfL across a number of policy areas and supports initiatives such as Healthy Streets.
Added value
An important element of the creation of T-Col was creating a tool which could be used across different parts of TfL such as planning, policy analysis, forecasting and modelling, marketing, walking and cycling, and Tony was able to do this by having an understanding of the differing needs arising from each of these perspectives. This was helped by having had a long history of working with TfL.
Behavioural science concepts
Information asymmetry – sharing information about the underlying data and the process used for developing the segmentation helped to build trust and gain acceptance
Power of context – T-CoL was developed taking into account the impact of context on travel behaviour, achieved by bringing together a mix of data relating to the person (and their circumstances), trips and their characteristics, and public transport provision.
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Tony Duckenfield is a Certified Member of the Market Research Society and ensures all Beyond Logic's research is undertaken to their demanding standards 
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