Citizen Segmentation Model Phase 1

The Office for National Statistics (the Contracting Authority) requires support in developing a data-driven segmentation of the UK population to underpin marketing and communications activities and deployment of the Census.

This segmentation is needed to:

•provide a means to understand different sections of our audience, their willingness and ability to engage in the census, and their anticipated responsiveness to different channels and messaging;

•provide a consistent framework to underpin the planning, design and deployment of our engagement strategy and monitor its efficacy; and

•build the foundation of a flexible platform that can evolve and be enhanced with additional data as the programme progresses.

The segmentation will provide a common understanding of the Census audience to underpin and align the activities from functions across the ONS. It will be specifically applied in:

•campaign strategy/design and messaging;

•customer journey design (marketing, and end-to-end (awareness to completion and advocacy);

•media strategy and delivery/ management; and

•supporting a response forecasting model.

The segmentation will provide information on propensity to respond for each segment, key stimulants, key channels, and other descriptors, integrated through qualitative personas to 'bring them to life'. The customer segmentation may be phased or layered, with early 'cuts' shaping scope and providing a framework for the segmentation.

The outputs will need to align to existing knowledge and activity around hard to reach groups and forecasting. This contract is for Phase 1 of this activity.