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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