自2015年以来, the 百乐博app下载 has been developing and testing a simple segmentation model that we use as framework to understand our audiences over the age of 16, and to help us refer to groups of people based on the extent to which they see 科学 as part of their 文化 and identity.

这四组是:

  • Professionals - people who study, produce or curate scientific knowledge 
  • Engaged - people who are enthusiastic about 科学 and seek out information, 事件, 等
  • Inactive - people who say they are interested in 科学 but do not actively seek out information, 事件, 等 
  • Not interested - people who see 科学 as ‘not for me’.

在一起 伦敦国王学院, we have undertaken research into how this model maps to the attitudes and behaviours of the UK public. Our latest research (2016) suggests that the “Not interested” and “Inactive” groups make up three quarters of the UK population, 约, 4900万人. We have set an ambitious target to move 4 million of these people move to the “Engaged” or “Professional” groups by the end of 2020.

This model was created to be a simple-to-use tool for the BSA to understand our audiences. We appreciate this is a simple model; people are complex and don’t fit neatly into four categories. 但作为一个模型,它是有帮助的 乐博app下载 in making in making our mission tangible and measurable.

一个战略工具

We use the model to help us decide w在这里 to focus our time and energy: we prioritise the activities which are most likely to transition people from the ‘Not interested’ or ‘Inactive’ groups to the ‘Engaged’ or ‘Professional’ groups. 

一个评估工具

We use a set of survey questions with the people who participate in 我们的活动 that help us understand which audience model group they fall into, 这是否会改变 由于 我们的活动.

分享我们的模型

Several organisations from within the 科学 engagement sector have shown interest in using our model, and some have already started to do so. We would like to encourage other people to explore whether our model will work for them because, 这样做, they will be helping to contribute to our 4 million goal.

我们已经概述了模型, 我们如何使用它, and the questions we ask in our evaluations in a document, 你可以下载 在这里.

Our chief executive, 凯瑟琳·马西森, explains 更多信息请见本博客.