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National Social Marketing Centre - Supported by the National Social Marketing Centre

Overview of the segmentation tool

Added on 08/03/2010

The segmentation was initially developed to support the national campaigns on harmful drinking. It has since been adapted and extended for use with PCT alcohol social marketing activity.

Segmentation Search

The segmentation search contains the following information;

Descriptive Spreadsheet
This provides a more detailed breakdown of the population in each segment. It includes more detailed demographic, media consumption and drinking behaviour.
Postcode Directories
These are provided at PCT and national level. They contain all the postcodes in the PCT with an associated segment and population and household counts. They can be used to code up service users or campaign respondents. They can also be searched so that the PCT can identify all of the postcodes that are in a particular segment or identify the segment of a particular postcode.
A3 Maps in pdf format
These can be printed off and used to provide a quick picture of where the high risk segments are located in the PCT.

Start your search now >

Social Marketing Drinking Segments

These provide a brief description of the types of people in each segment in terms of their age, affluence, drinking behaviour and hospital admissions.