Psychographic Segmentation

​2017 California Blueprint for Belonging: A Report on Meta-Narrative Research, Practice and Philanthropy in the United States

Submitted to the Open Society Foundations By the Haas Institute for a Fair and Inclusive Society, UC Berkeley and Latino Decisions In Collaboration with the Perception Institute

"The way we tell stories changes the way we behave"

Challenge: Extract insights from mind science research to develop strategic narratives and messaging to targeted audiences to reframe how Californians think about race and to support funding initiatives.

We collaborated with researchers and funders to design and implement an original polling instrument to assess implicit bias among Californians. Our research integrated statewide polling data and qualitative focus group data, utilizing thematic analysis to identify bias by geographic area. We developed narratives by individual markets according to the degree of support and opposition of policies. This market segmentation was crucial for successful outreach, information campaigns, and philanthropic efforts.

Additional Skills:  

• Audience specific messaging 

• Asset framing

• Grant writing

• Survey research

• Polling instruments

• Qualitative consultations with cultural and communications strategists