How to segment your audiences

The document outlines the technical requirements and operational steps for using a set of 16 'golden questions' and associated Excel calculators to segment audiences into seven specific value-based categories in Britain. It specifies that all 16 questions must be answered in a precise order to ensure accuracy and provides guidance on using both 'single response' and 'bulk' classification tools.

• The tool classifies respondents into seven distinct value-based segments of the British public: Progressive Activists, Civic Pragmatists, Disengaged Battlers, Established Liberals, Disengaged Traditionalists, and Backbone Conservatives.
• Accurate classification requires the use of 16 'golden questions'—a subset of an original 45-question survey—which must be answered in the exact order provided to function correctly.
• The provided Excel tool offers two classification methods: a 'single response' version for interactive individual input and a 'bulk' version capable of processing up to 1,000 respondents simultaneously via copy-and-paste from Excel or SPSS.
• For the bulk calculator to work, pasted text must match the calculator's internal text exactly, as minor punctuation differences, such as a double dash versus a single dash, will cause calculation errors.

APA

Climate Outreach (2020). How to segment your audiences. https://climateoutreach.org/britain-talks-climate/practice/golden-questions-calculator/

Chicago

Climate Outreach. How to segment your audiences. 2020. https://climateoutreach.org/britain-talks-climate/practice/golden-questions-calculator/.

Wikipedia

{{cite report |author=Climate Outreach |title=How to segment your audiences |date=2 November 2020 |url=https://climateoutreach.org/britain-talks-climate/practice/golden-questions-calculator/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{climateoutreach2020how, author = {{Climate Outreach}}, title = {{How to segment your audiences}}, institution = {Climate Outreach}, year = {2020}, month = nov, url = {https://climateoutreach.org/britain-talks-climate/practice/golden-questions-calculator/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }