Historic England Audience Segmentation Development

Descriptions

Historic England (HE) is the public body responsible for protecting, championing and saving England's historic environment. We help people care for, enjoy and celebrate England's spectacular historic environment, from beaches and battlefields to parks and pie shops. Working with communities and specialists we share our passion, knowledge and skills to inspire interest, care and conservation, so everyone can keep enjoying and looking after the history that surrounds us all. This is a role that we are passionate about, but it is also one of our statutory duties to promote the public's enjoyment of, and understanding of, heritage and the historic environment in England. Our bespoke audience segmentation has been in place for three years and has been a vital tool in guiding the work of the Public Engagement Group and building a wider organisational understanding of the differing motivations of the public. The segmentation now requires a revision in terms of changing social-demographic profiles and to reflect the current financial, economic and cultural climate. HE's corporate priorities also need to be reflected more clearly in the segmentation insights.