Split your audience into understandable, targetable groups

Survation designs practical audience segmentations that guide real decisions across campaigning, communications, fundraising, brand and public affairs.

Durable groups you can use for years to come

We specialise in designing values-based and attitudinal segmentation frameworks which are rooted in people’s worldviews and motivations. Because these views are more stable than surface-level or specific issue-based opinions, we are able to group people into segments that are durable over many years.

We develop what are called “golden questions”: a short set of repeatable questions you can include in future research to identify the same segments and track how they shift over time.

Designed for team adoption, not abstract analysis

Sometimes, audience segmentation projects remain as research-only outputs and are often not widely adopted by different teams within one organisation. This is why we design segmentations as organisational infrastructure, with adoption and longevity built in. We bring day-to-day users in from the start to ensure the segments work for all teams.

Segmentation-specific company training and aftercare then helps you embed the segments beyond the debrief – with clear guidance on how to use them as well as common pitfalls to avoid.

Qualitative insight that brings segments to life

Uptake often fails when segmentation is delivered as pages of black-and-white statistics that teams can struggle to use. We create engaging learning materials – including magazines, e-books, film, focus groups and online qualitative panels – to bring the people behind the data to life and build organisation-wide interest.
 

Audience segmentation projects deliver:

• a clear, interpretable segmentation framework

• detailed segment pen portraits and profiling

• replicable golden questions (questions you repeat in future research to track the segments over time)

• practical playbooks and e-books tailored to different teams

• workshops and training to support adoption

• further CRM mapping and modelling support

Additional support for technical adoption

We also support our clients to map segments into existing CRMs and data warehouses using supporter or customer surveys, geodemographic indicators, and observed engagement behaviour.

 
“Audience Mapping” or Segmentation: which do I need?
Choose Segmentation if you need a robust, future-proof framework to guide long-term strategy; built from dedicated, multi-stage research including values modelling and qualitative insight.

Choose Audience Mapping if you need a fast, light-touch way to group audiences using existing survey data – or an upcoming survey – to support targeting and prioritisation.

To discuss what’s right for your organisation, contact John Gibb on 020 3818 9661 or email researchteam@survation.com.

Recent segmentation work…

Embedding a values-led audience system across a major UK charity
In 2025, Trussell commissioned Survation to build a values-led audience segmentation to align campaigning, fundraising, brand and communications.

Politically salient segmentation with constituency-level impact
Survation turned national opinion into targeted campaigning and MP-facing insight in the 2025 Progressive Majority MRP framework for political campaigning organisation 38 Degrees.