Behavioural and attitudinal segmentation

citb logo

CITB (Construction Industry Training Board) is the Sector Skills Council for Construction with some 80,000 members.

For a number of years, CITB had been undertaking an annual employer and stakeholder study (~1,900 sample). However, they were not able to effectively apply the outputs from their study. As a result, CITB approached Turquoise to undertake a deep-dive of the 2013, 14, 15, 16 ESR data and to undertake a segmentation of that data in conjunction to behavioural data held on each member.

Methodology & Outputs

Through an in-depth process of quantitative market research, Turquoise became the first company to produce a workable segmentation model to be applied back to the whole database, with all members now identified by segment. As a result, we were asked to undertake further qualitative market research within each segment in order for CITB to enhance the communication of their messages to these key groups.

I have worked with Turquoise recently on two established key pieces of research for our organisation and on both projects the team were able to take the research forward resulting in valuable additional insight and analysis. The team are also very proactive and a pleasure to work with.

– Emma Link, Researcher

In 2016 Turquoise completed an attitudinal segmentation for CITB of 1,000 young people aged between 14 -18, along with 500 parents of that age group and 650 careers advice and guidance professionals. This research has been successfully used by the client to further enhance engagement within these groups.

Find out who else has benefited from our segmentation experience and expertise