• mobility
start date
end date

SEGmented Marketing for ENergy efficient Transport SEGMENT’s overall objective is to test the use of detailed market segmentation techniques in persuading people to change their behaviour and adopt more energy efficient forms of transport.

It will use ‘trigger points’ associated with key life events which force consumers to question travel habit, and attempt to magnify the impact of campaigns by utilising detailed consumer segmentation techniques to fine tune the marketing messages, leading to resource efficient and effective behaviour change campaigns. SEGMENT will tackle sustainable mobility through appropriate consultation and involvement of a broad range of local stakeholders, to take into account societal changes, demographic developments and health issues with an integrated approach towards the use of different transport modes.

Other partners:

Hounslow (UK), Almada (Portugal), Gdynia (Poland), EPOMM