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Attitudes not Age Groups: The Power of Smart Segmentation

Demographics tell you who someone is. They rarely tell you why they do anything.

If your feedback analysis stops at age, gender, and postcode, you're describing your customers—not understanding them. And there's a meaningful difference.

This webinar is about what becomes possible when you build past the obvious. Wordnerds' Zoe Wilson walks through a four-layer segmentation framework—from demographics right through to the attitudes and motivations that actually drive behaviour—and Emma Smith from the British Red Cross shares how they've built it in practice. Not as a finished system. As an honest, ongoing journey.

The British Red Cross had five teams asking five slightly different questions about the same supporters, ending up with five slightly different stories. The solution wasn't more data. It was a shared language.

 

 

We'll explore together:

✓ The four layers of smart segmentation — demographics and behaviour are your foundation, but attitudes and motivations are where the real explanatory power lives

✓ Why demographics mislead as often as they illuminate — and what you can do about it without throwing out what you already have

✓ How the British Red Cross built a universal segmentation model — one shared way of thinking about supporters that's broken down silos across fundraising, marketing, and beyond

✓ How qualitative feedback unlocks attitudinal insight at scale — because yes, it's harder to measure than age group, but your text data is already there

✓ Practical next steps wherever you are in your journey — whether you're not segmenting yet, deep in demographics, or already experimenting with attitudinal layers

Perfect for:

  • Insights and CX leaders who want to understand their customers—not just describe them
  • Analysts tired of producing the same demographic cuts and wondering if there's more
  • Anyone whose segmentation was built by an external agency two years ago and has quietly gathered dust ever since (you know who you are)
  • Teams dealing with siloed data, conflicting definitions, or too many teams pulling in slightly different directions

What you'll receive:

  • Full recording of the session
  • Digital resource pack including the four-layer segmentation framework

Webinar Details:

🕐 Duration: 60 minutes (including Q&A)
🎤 Speakers: Katie Kavanagh, Zoe Wilson, Emma Smith (Senior Voice of Supporter Manager, British Red Cross)