Segmentation Case Study
In a nutshell, what is this initiative?
The objective is to create a more resilient society by evidence-based prioritisation of key audiences at a national and local level. The methodology is person-centric rather than crime-based, thereby identifying the vulnerability of someone to becoming a victim and running targeted campaigns with partners to change their behaviour or encourage precautionary steps.
When did it start?
A pilot was launched in Lancashire in September 2015.
Who is involved?
The partner organisations are:
What does the project do?
The Home Office commissioned a set of key questions which could identify people’s behaviours in line with their risk of becoming a victim. There are 72 questions in total, but people answer between five and eight questions each as each question is weighted to ask a specific question based on the first response. People are then placed into one of eight ‘segments’.
This self-assessment tool integrates with VISAV’s Neighbourhood Alert tool, the database and communication system used by Neighbourhood Watch and Action Fraud nationally and by 19 police forces. This means that the survey looks like the messages which users see and trust on a weekly basis.
It also enables the results to be integrated into management tools and within Rapport, the system’s handheld mobile platform, so that front line police officers and Neighbourhood Watch coordinators can target messaging to and recruitment of vulnerable or underrepresented groups of people in a variety of ways.
What happened in the Lancashire pilot?
Lancashire Police sent out the survey in September 2015 via Neighbourhood Alert (known locally as ‘In The Know’). 18% (2,817 people) completed the survey.
Most respondents were well-protected but around 750 people were identified as unconcerned, or unprotected and trusting.
Going forward, Lancashire Police will be undertaking targeted crime prevention messages based on the segmentation groups and will be re-running the survey to monitor any shift in protection.
What are the plans for the future?
With partners, we plan to extend the pilot to Cumbria and Sussex – and potentially also a couple more areas – establishing baselines in those areas by March 2016 and undertaking targeted engagements based on the survey results, after which participants will be surveyed again to gauge any shifts in segmentation.
How is it evaluated?
A re-run of the survey can act to show shifts between groupings, with hopefully people moving from more into less vulnerable segments.
If it is used as a recruitment tool, further surveys may also show additional people coming on board into the higher risk segments initially. This would be a positive move as it would then allow partners to communicate appropriately with those people and hopefully see a reduction in risk later on.
Success can also be evaluated in other ways such as an increase in user satisfaction with messages received or an increased rating of message relevance.
Kate Algate, Operations Director, Neighbourhood & Home Watch Network – firstname.lastname@example.org / 0116 402 6111.