Audience Segmentation

  • Rhea Mehmet

In 2018 I managed the rollout of the Science Museum’s new segmentation model.

I was responsible for conducting market research and working with Morris Hargreaves McIntyre and the Audience Insights team to develop printed materials of audience insights.

I then developed and delivered interactive workshops and presentations so that every single member of the organisation understood the new model, bought into it and felt like they had ownership of it. I also managed the production of a detailed booklet, with information on audience segments, working with the design team and a freelance illustrator.

This was part of a wider project to make sure that audiences were at the heart of everything the Science Museum did, in line with their new brand mission and values.