Specifically we were keen to:

• Identify who our priority audiences are

• Understand their needs

• Understand what appeals to them

• To understand their attitudes to the cause

• Be able to target the segments

4

Audiences Define key audiences

Brand strategy Innovation

Strategy

Messaging

Hierarchy

Channel

Strategy

An actionable

segmentation

Interrogate brief

PHASE 1:

Hypotheses

PHASE 2:

Qualitative research

PHASE 3:

Quantitative research

PHASE 4:

Create segmentation

PHASE 5:

Describe segments

PHASE 6:

Interrogate brief

PHASE 1:

Hypotheses

PHASE 2:

Qualitative research

PHASE 3:

Quantitative research

PHASE 4:

Create segmentation

PHASE 5:

Describe segments

PHASE 6:

Interrogate brief

PHASE 1:

Hypotheses

PHASE 2:

Qualitative research

PHASE 3:

Quantitative research

PHASE 4:

Create segmentation

PHASE 5:

Describe segments

PHASE 6:

Interrogate brief

PHASE 1:

Hypotheses

PHASE 2:

Qualitative research

PHASE 3:

Quantitative research

PHASE 4:

Create segmentation

PHASE 5:

Describe segments

PHASE 6:

Interrogate brief

PHASE 1:

Hypotheses

PHASE 2:

Qualitative research

PHASE 3:

Quantitative research

PHASE 4:

Create segmentation

PHASE 5:

Describe segments

PHASE 6:

Interrogate brief

PHASE 1:

Hypotheses

PHASE 2:

Qualitative research

PHASE 3:

Quantitative research

PHASE 4:

Create segmentation

PHASE 5:

Describe segments

PHASE 6:

Clear & agreed

objectives

Buy-in of all

staff

Phase 1 : Interrogating the brief

Speak to all users

An actionable segmentation

Who will use it?

Strategic decisions

Audiences

Products

Messaging

Tactical decisions

Media spend

Targeting

Communications

Phase 2: Hypotheses

Demographics

Existing behaviours

Connection to CVD

Attitudes

Motivations

Language

Desk research Workshops

10

Phases 3 and 4 : Qualitative and Quantitative research

• Qualitative discussion groups

• Analysis and feeding back findings to BHF

• Quantitative ‘nat-rep’ online and telephone questionnaire

Research design

- Tested the developed hypotheses using qualitative research

- With both cold audiences (‘suspect’ & ‘prospect’) and BHF supporters (current &

lapsed)

- Enabled us to explore and better understand:

- relevant behaviours, beliefs, knowledge, attitudes and drivers / barriers to

engaging with BHF

- influence of awareness raising campaigns and whether they informed

behaviour

- potential extent of connection and support (including life-stage and experience)

Methodology

- Eight x 2-hour discussion groups with cold audiences and BHF supporters,

viewed by BHF staff

- Tested hypotheses, covered all relevant issues and allowed respondent-led topics

- Discussion groups allowed us to iteratively refine the content for subsequent

groups

- Group discussions were analysed by means of a thematic framework.

- We identified criteria relevant to all respondents and issues distinct to specific

cohorts

- Findings were presented to BHF and used to inform the content and structure of

the quantitative questionnaire

Phase 3 : Qualitative research

Research design

- Quantitative research amongst a representative sample of UK

population

- Primary objective was to differentiate between groups of respondents to

identify those segments of most interest to BHF

- Utilised a large sample size to enable robust analysis in next phase

Methodology

- Utilised a mixed methodology combining both online and telephone

research approaches to ensure the older age groups were sufficiently

represented in the research programme

- 3,000 interviews (2,750 online / 250 telephone)

Questionnaire for BHF

- Developed and fine-tuned based on findings & hypotheses identified

during previous stages

- Core areas: Geodemographics / Lifestyle & attitudes to CVD / Media

consumption / Attitudes to heart disease / Charity (BHF) – awareness /

levels of giving / types of giving / support

Phase 4 : Quantitative research

Deliverable

• Data to be used for segmentation

Section 5 Create

Segmentation

Data Prep

• Review high level findings from survey

• Data Quality Audit

• Data Manipulation

Analysis

• Initial Analysis

• Identify key questions

• Develop Attitudinal segmentation

Evaluation

• Profiling tool to compare and contrast segments

• Refinements

• Final agreement

• SAS used to import and transform the data

• Audit reviewed data integrity (validation against survey, ranges of values,

percentage of missing data)

• Data transformed to binary variables for analysis

Import Audit Transform

• Number of approaches

considered to identify the top

drivers of support for BHF

• Passion for BHF was chosen

as primary driver of the (29)

variables included in the

segmentation and links closely

to consideration of support and

financial giving

• Proximity which, as anticipated

drives attitudes (although not in

a simplistic way of closer

always means more passion

for BHF)

Correlation with target variable (e.g. Passion for BHF)

• K-means clustering used to develop the segmentation

• Still somewhat iterative process (adding or removing variables) to try and uncover clusters of respondents

that were:

• Actionable (large enough)

• Interpretable (sense check - similar attitudes, intuitive)

• Meaningful (relevant to BHF)

Index within Question

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29

Seg 1 0.5 0.9 0.8 1.0 0.9 0.9 0.7 2.7 0.6 0.7 1.2 0.8 1.0 1.0 0.9 1.3 0.6 0.7 1.2 0.6 2.6 3.9 3.6 0.9 1.1 0.7 1.1 0.8 0.6

Seg 2 1.8 1.4 0.2 1.4 1.6 1.0 0.5 1.3 2.1 1.4 0.0 2.0 1.3 0.5 2.7 2.0 2.3 2.4 0.1 3.1 2.2 2.4 2.3 3.2 2.8 3.5 1.5 2.4 2.9

Seg 3 1.1 1.0 0.5 0.5 0.7 0.5 0.9 0.4 1.2 0.4 0.5 0.7 0.4 1.0 1.0 1.9 3.8 1.3 0.0 0.4 0.6 0.3 0.5 0.5 0.5 0.3 0.7 0.5 0.5

Seg 4 1.4 1.2 0.9 0.5 0.4 0.2 0.8 0.4 3.1 0.3 1.0 0.7 0.5 0.6 1.6 0.2 0.0 1.7 0.9 0.4 0.6 0.3 0.3 0.3 0.4 0.2 0.3 0.2 0.4

Seg 5 1.2 0.9 0.6 6.0 5.1 7.6 0.6 6.8 1.3 9.7 0.0 3.7 6.6 0.2 2.2 3.0 0.8 1.3 1.0 2.7 2.3 3.9 2.9 3.6 3.1 4.6 5.8 6.7 2.7

Seg 6 1.8 1.6 0.1 1.4 1.4 1.5 0.3 0.7 0.8 0.9 0.1 1.5 1.6 0.4 0.2 0.2 0.0 0.2 1.6 2.8 1.3 0.6 0.8 1.7 2.2 1.6 0.8 1.1 2.9

Seg 7 0.6 0.8 1.3 0.6 0.5 0.5 1.3 0.3 0.0 0.2 1.4 0.7 0.5 0.0 0.3 0.4 0.0 0.5 1.5 0.2 0.3 0.1 0.2 0.3 0.3 0.2 0.7 0.3 0.1

Seg 8 0.4 0.6 2.7 0.3 0.3 0.4 1.9 0.3 0.2 0.2 2.7 0.0 0.1 3.8 0.3 0.3 0.0 0.4 1.6 0.2 0.2 0.1 0.2 0.1 0.1 0.0 0.3 0.1 0.1

Profiling by key outcomes ….

… and other questions and demographics

Segmentation

Clustering

Profiling

Insight

Research

Pen Portraits

Business Strategy

Highest Passion

Highest

Proximity

1

23

4

5

67

8

Average

1.0

2.0

3.0

4.0

5.0

6.0

7.0

3.0 4.0 5.0 6.0 7.0 8.0

Prox

imit

y to

hea

rt d

isea

se [

scor

e 0

-10]

Passion for BHF [score 0-10]

Proximity vs passion by segment(bubble size represents size of segment)

53m people in 8 Segments:

Highest Passion

Highest

Proximity

1

23

4

5

67

8

Average

1.0

2.0

3.0

4.0

5.0

6.0

7.0

3.0 4.0 5.0 6.0 7.0 8.0

Prox

imity

to

hear

t di

seas

e [s

core

0-1

0]

Passion for BHF [score 0-10]

Proximity vs passion by segment(bubble size represents size of segment)

Segment 2 – 12%

Elizabeth and

Jeremy

Caring and

Connected

Segment 3 – 16%

Judith and David

Affected yet

unconnected

Segment 4 – 11%

Dennis

In denial

Traditionalist

Segment 6 – 10%

Amy

Active Altruists

Segment 1 – 8%

Tony & Barbara

Unaffected middle aged

Segment 7 – 22%

Danielle

Experience

Seekers

Segment 8 –

16%

Ryan

Disengaged

Segment 5 – 5%

Mike

Passionate enthusiasts

1. Understand our audiences - understand all of the BHF’s audiences

2. Understand the role of each audience in delivering BHF’s aims and

their priority - have a plan for each of the audiences

3. Implement across the business - create principles, guidelines, aims

and metrics for each of the priority audiences and embed in our other

strategy work

Customers and Potential Customers

Organisations

Schools

Corporates

Community

Groups

NHS

GP surgeries

Health

Professionals

and Influencers

NHS decision

makers

Influencers

People Affected by

CVD, at Risk of

CVD or Carers

People Affected

by CVD, at Risk of

CVD or Carers

Staff,

Researchers and

Volunteers

Staff

Volunteers

Researchers

Elizabeth and

Jeremy Dennis Mike Amy Danielle Ryan

Judith and

David

Tony and

Barbara

Audiences for different business areas

Cross BHF audiences

Customers and Potential Customers

Customer and Potential Customers

Elizabeth and

Jeremy Dennis Mike Amy Danielle Ryan

Judith and

David

Tony and

Barbara

F&E and

standard

shoppers

Stock Donors Mass

Participation Legacy

supporters

Donors

People

Affected by

CVD, at Risk of

CVD or Carers

Health

Professionals

influencers

Volunteers

Elizabeth and Jeremy and Judith and David

Mike and Amy

Other segments

Our cause has a broad appeal (ultimately anyone who has a heart) but there are

hotspots of audiences who are more important to us

1. Segmentation Communication – communicate the segmentation

more broadly across the business

2. Embed audience thinking in each department - each department to

review the audience strategy and carry out an analysis to see if any

changes need to be made to focus more on our priority audiences

3. Embed in the new 5 year strategy planning – feed audience insight

into the strategy development

4. Embed over time - create a Roadmap showing how we will move to

being audience centric, using an agile and test and learn approach

5. Central audience led planning - resource to coordinate marketing

planning across the BHF plus audience centric comms planning

1. Informing our innovation work – watch this space!

2. Used to inform our latest brand campaign – highest increase

in consideration to donate we have seen

3. Informing our 5 year strategy

4. Informing our product portfolio management process