Audience Segmentation Tree

Source
Johns Hopkins University Center for Communication Programs
Date of Publication
2015

An audience segmentation tree is a visual tool that is created by identifying the characteristics of the potential audience using an audience segmentation template, and then developing a graphic (which looks like a tree) to track those characteristics.

With this tool, the team begins with a potential audience, and then divides it by differences which are thought to be important in creating campaigns. These characteristics can include: 

  • Socio-demographic differences
  • Geographic differences
  • Behavioral differences
  • Psychographic differences
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