Golden Questions and Social Marketing Guidance Report.

The SEGMENT methodology used a large number of survey variables to develop the final eight attitudinal segments it identified as being useful for the design of mobility management campaigns (See Deliverables 2.4, 3.2 and Annex 4 here). However, it is not feasible for Local Authorities or other bodies to conduct such large surveys on a regular basis. Therefore, the SEGMENT expert partner (Jillian Anable at Aberdeen University) conducted an additional piece of work to identify a smaller set of questions that can be used to find the segments in future surveys or to include on a website to allow people to be automatically allocated to a segment. These questions are called the ‘Golden Questions’. This note outlines these questions and the process that would need to be followed in order to replicate the segments in future surveys or to develop a web-based ‘what segment am I in?’ tool. After presenting the Golden Questions themselves, 4 annexes are used to outline the necessary technical steps and other useful information to enable the Golden Questions to be used effectively. It also presents the background to the whole segmentation methodology for SEGMENT