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Segmentation Quiz

The SEGMENT project has generated eight main attitudinal segments identified as being useful for the design of mobility management campaigns. This was based on results from over 10,000 comprehensive attitudinal surveys containing over 100 questions. From this a smaller set of 'Golden Questions' have been derived. Golden questions are the smallest number of survey questions that can be used to reproduce market segments previously created from longer lists of questions. They are derived statistically by examining the segments produced from the long list of questions and applying discriminant analysis to identify the most ‘powerful’ ones (i.e the ones that best discriminate between the segments).

Golden questions allow the allocation of any ‘customer’ or contact to a segment, not just the ones who took part in a survey. The on-line tool (segmentation quiz) presents the user with the 'Golden Questions' and then uses their responses to allocate them to the Segment which they are most alligned with. Take the segmentation quiz below to find out what kind of traveller you are ...

Click here for a summary of all respondents' results

The SEGMENT Golden Questions analysis and on-line tool have been developed by the University of Aberdeen, Centre for Transport Research. In addition to the on-line Segmentation tool, a survey analysis tool has also been developed. This takes the form of an Excel Workbook and calculates the distribution of different Segment types from within a group of up to 5000 survey respondents. Click here to download the survey analysis tool. Detailed description of the ‘golden questions’ methodology, development and use of the on-line segmentation tool and use of the off-line survey analysis tool is provided in this report. For more information, or to enquire about hosting a version of the tool on your own web-site, contact Jillian Anable: