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Review and potential development of the Defra pro-environmental Segmentation Model - EV0540

Defra produced an evidence based pro-environmental segmentation model in 2008 using qualitative and quantitatve methods. The segmentation model has been widely used by a number of organisations such as the British Trust for Conservation Volunteers and various Local Authorities. However, given that the model was developed five years ago there is a need to identify its continued use and usefulness and the potential need for adaptation of the model/segments if necessary.
(a) Who has used the model in the last 5 years (both internally and externally to Defra), for what purpose and to what effect (positive and negative), and what can be learnt from its use?
(b) Who (among those Defra traditionally works with) has not used the model, and why?
(c) What other segmentation models are being used by other government departments on sustainable lifestyles, why were they developed and selected, and what can be learnt from their use?
(d) Is the pro-environmental model still fit for purpose or does it need to be changed or re-developed and if so how might this work be undertaken?
Time-Scale and Cost
From: 2012

To: 2014

Cost: £65,900
Contractor / Funded Organisations
A D Research & Analysis
Customer Insight              
Social Research              
Fields of Study
Sustainable Consumption and Production