Why segment audiences?

An excerpt from our book, ‘Who Cares?’

Still talking about ‘targeting the general public’? Here’s how to make the case for segmenting and selecting.

Whatever you might have heard, there is no ‘general public’ – not in any meaningful sense.

Whether the audiences you want to engage are members of the public or people working in particular professions, you’ll need to segment them. That means finding a way to carve up large populations of people into smaller groups using some kind of criteria, and then deciding which to target.