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SEGMENT
SEGmented Marketing for ENergy efficient Transport
Summary
SEGMENT is a 3 year project which will test the use of Market Segmentation in persuading
people to change their behaviour and adopt more energy efficient forms of transport. It will
focus on the use of ‘trigger points’ associated with key life events which force consumers to
question travel habit, alongside detailed market segmentation approaches to magnify the
impact of mobility management campaigns. 6-9 cities will use the framework of the project
to test the methodology; and in particular to establish whether the approach can be
successful using limited market data. An extensive dissemination element is proposed.
Market Segmentation and Trigger Points
Marketing products and lifestyles to sophisticated western consumers is a well developed
discipline. Marketeers know that as a result of the diversity of populations, employing a
‘one size fits all’ approach to their campaigns is unlikely to be successful at increasing
market share. However, equally, dealing with individuals on a completely bespoke, one-toone setting is incredibly time consuming and is not usually an effective use of resources.
This is also a key issue for local authorities whose mobility management campaign budgets
are limited - especially when placed in comparison to the vast budgets expended on
marketing by car manufacturers. As such SEGMENT will work to develop techniques to
'smarten up’ the marketing of sustainable transport through the effective use of consumer
segmentation data. The segmentation of consumers in partner-cities will be undertaken in
two ways:
1. Research suggests that most mode-of-travel decisions are made through 'habit' individuals can often be resistant to campaigns asking them to change this engrained
behaviour. Targeting consumers who are undergoing 'life events' which force them to
question their travel behaviour (or wider lifestyle) may be a more effective use of
resources.
2. Likewise, within the general population, clustering groups of residents 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 to target specific values or attitudes can increase the likelihood of
initiatives being successful, whilst also reducing cost.
Where possible these techniques will be combined to further magnify the impact of the
campaign. It is worth noting that segmentation in marketing sustainable transport is being
used in some areas already, but almost exclusively only in terms of a priori consumer
segments – notably socio-economic group, age, levels of car ownership etc. However these
apparently homogenous segments often have a vast range of attitudes and rationales
towards travel behaviour that cannot be captured through simple socio economic statistics
and require more in-depth insight into attitudes and values. SEGMENT will summarise best
practice in this field, identify suitable data sources or cost-effective mechanisms for
gathering this data in consortium cities and develop, implement and evaluate campaigns
that utilise these techniques of targeting consumers using segmentation techniques.
State of the Art
Research on barriers to behaviour change and consumer segmentation is now readily
available, but as yet has only been employed in small, ad hoc campaigns.
Research undertaken in the UK by the consultancy SDG has demonstrated that “change
moments” offer some of the best opportunities for fostering behaviour change. As people
Document
874009157
Date
22-Jun17
Author
[email protected]
Page
1
change jobs, move home, retire or undergo some other major change, they reflect on their
habits and quite often make significant changes. They suggest that it is at these points that
marketing campaigns may be particularly effective in promoting moves towards more
sustainable travel habits.
Market segmentation is a new technique to be applied to behaviour change in relation to
transport habits. It is increasingly well-researched, for example Anable (2008) talks of a
“segmentation gold standard” and alludes to the following approaches:
 Use a detailed questionnaire, and where possible large sample sizes to develop robust
and independent segments – linking to existing geo-demographics where possible
 Use Factor/cluster analysis to segment
 Follow-up with qualitative evaluation of segments to ‘reason check’ statistical
inferences
 Track changes in attitudes over time for segments
The project will therefore
travel planning in a novel
to key market segments.
although there may be
TRAVEL.
be leading-edge in applying research and marketing techniques to
way, taking extensive research and testing its practical application
However, no projects funded either under IEE or CIVITAS use it,
links to the IEE-funded projects AD PERSONAM and TRENDY
Added European value
The proposal is a priority under the IEE-09 Call, para 9.4.2: Energy-efficient transport, in
particular the 2009 objective “To raise awareness of different target groups in a changing
society of their mobility behaviour and its impact on energy consumption and to motivate
and achieve changes in behaviour”. While the project originates from the UK, which is datarich and has a liberalised market economy, the intention is to develop the approach so that
it can be applied in other situations as well. The UK’s Department of Transport has
identified this field as a priority in the next phase of its research programme.
Core Elements: trigger points and behaviour change within market segments
The project-partners will together agree a set of life events which are identified as trigger
points for decisions on forming transport habits. As part of the bid preparation the partners
will agree a menu of these. In addition, a review of existing consumer segmentation data
available to inform and ‘smarten’ campaigns will be undertaken. Where possible these two
approaches will be combined – for example targeting school leavers from specific consumer
segments susceptible to marketing campaigns around climate change.
Each trigger point group will be addressed by at least ½ the partners; each partner will
address at least three target trigger point groups. The long list of target trigger point
groups proposed could include:
 Families with child starting primary school
 Families with child moving to secondary school
 New home owners
 Incoming migrants
 Health scares
 New drivers
 New years resolutions
 Death
 Divorce
 Job search / job change
Document
874009157
Date
22-Jun17
Author
[email protected]
Page
2
Project structure
WP1
PROJECT MANAGEMENT
WP2
INITIAL MAPPING AND METHODOLOGY
Review data availability, social groupings etc in the partners. Calibrate existing
questionnaire material. Set evaluation methodology.
WP3
CAMPAIGN DESIGN
Parallel campaigns in each city; in particular, the development of a questionnaire
survey in those cities unable to access pre-existing marketing data, tailored to the
specific segments being targeted
WP4
CAMPAIGN IMPLEMENTATION
c18 months for cities to test the impact of the approach
Capacity building / growing skills / know how exchange – need to include here or
in WP5/6
WP5
EVALUATION & CONSOLIDATION
Questions: Are market segments the same in different Member States? What are
the key dimensions of diversity? Can the same techniques be used to address
them? How much data is required? What behaviour change has been achieved?
WP6
DISSEMINATION AND EVALUATION
across the EU and within at least 4 non-partner Member States.
WP7
LEGACY
Plan the next steps beyond the life of the project. Links to EU LA networks
Eurocities, Energie Cités, Climate Alliance, Covenant of Mayors etc
Consortium
 6-9 City Partners with, in general, the following similar characteristics:
o
o
Medium to large cities (ideally 150k-600k population)
Responsible for more than ‘just’ public transport (the project will cover all aspects
of transport)

1 Specialist Partner who will provide the link with current research, and be responsible
for evaluating the effectiveness of the work.

1 Dissemination Partner who will evaluate the relevance of the approach in other
Member States, and be responsible for leading the dissemination programme.
Indicative budget
Project management
Specialist partner
City partners
Dissemination partner
TOTAL
IEE co-finance @ 75%
no
1
1
9
1
12
€k/unit
180
90
240
90
€k total
180
90
2,160
90
2,520
1,890.0

Joint costs (project management, some dissemination and evaluation) will be shared
between city-partners

c60% of city-partners’ costs will be local, so partners’ detailed budgets will vary
accordingly (indicatively: BG total would be €156k; HU €198k; ES €247k; SE €282k)

In principle all partners will receive the same EU co-financing rate; however we may
need to vary this if some partners have particular difficulties.
Document
874009157
Date
22-Jun17
Author
[email protected]
Page
3
Bid preparation
The London Borough of Hounslow offers to lead the bid and the project:
Mark Frost
+44 20 8583 5037
[email protected]
Bid preparation consultants: Global to Local Ltd:
Fiona Glover
01534 840072
[email protected]
LB Hounslow wishes to share the costs of preparing the bid. The total cost for preparing the
bid will be c€15k. City partners will be asked to contribute to the bid preparation costs on a
basis that reflects Member State GDP.
A minimum of 6 city-partners is required for a viable project
1
1
Eligible countries are: EU Member States plus Norway, Iceland, Liechtenstein and Croatia.
Document
874009157
Date
22-Jun17
Author
[email protected]
Page
4