From ‘So What?’ to ‘Wow!’
Researching Your Audience
Insight & Segmentation in Practice
RITA BROP
,Background
A marketing professional specialising in social marketing & social research
Extensive experience delivering strategic insight for a wide range of UK wide social marketing interventions
Campaign Planning & Delivery
Moderation, Facilitation, Training
Campaign Evaluation
Member of the Association of Qualitative Research
Fellow of the Market Research Society
Board member of the European Social Marketing Association
,Strategic insight to inform behaviour change programmes to improve public health:
Cancer awareness & screening uptake – cervical, prostate, breast, bowel, skin
Encouraging breastfeeding & community acceptance of breastfeeding
Flu vaccination uptake
Smoking cessation & smoke free homes
Stopping smoking during pregnancy – “Quit for a New Life” – National Social Marketing Centre case study*
T2D prevention
Oral cancer screening – “Love Your Mouth” - National Social Marketing Centre case study*
National Child Measurement Programme
*www.thensmc.com/resources
, Audience research and segmentation is an integral component of social marketing
Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours
that benefit individuals and communities for the greater social good*
Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the
delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable.
*Consensus definition of social marketing endorsed in 2013 by iSMA, ESMA & AASM.
Definition working group members: A Tapp, R Brophy, M Carausan, J Carruthers, S Peattie, S Revill, M Chamberlain , N Lee, S Sherif , T Beall, W Morgan , C Lellig, S Suggs, J French.
Researching Your Audience
Insight & Segmentation in Practice
RITA BROP
,Background
A marketing professional specialising in social marketing & social research
Extensive experience delivering strategic insight for a wide range of UK wide social marketing interventions
Campaign Planning & Delivery
Moderation, Facilitation, Training
Campaign Evaluation
Member of the Association of Qualitative Research
Fellow of the Market Research Society
Board member of the European Social Marketing Association
,Strategic insight to inform behaviour change programmes to improve public health:
Cancer awareness & screening uptake – cervical, prostate, breast, bowel, skin
Encouraging breastfeeding & community acceptance of breastfeeding
Flu vaccination uptake
Smoking cessation & smoke free homes
Stopping smoking during pregnancy – “Quit for a New Life” – National Social Marketing Centre case study*
T2D prevention
Oral cancer screening – “Love Your Mouth” - National Social Marketing Centre case study*
National Child Measurement Programme
*www.thensmc.com/resources
, Audience research and segmentation is an integral component of social marketing
Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours
that benefit individuals and communities for the greater social good*
Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the
delivery of competition sensitive and segmented social change programmes that are effective, efficient, equitable and sustainable.
*Consensus definition of social marketing endorsed in 2013 by iSMA, ESMA & AASM.
Definition working group members: A Tapp, R Brophy, M Carausan, J Carruthers, S Peattie, S Revill, M Chamberlain , N Lee, S Sherif , T Beall, W Morgan , C Lellig, S Suggs, J French.
