VEPRe. A Mixed-Method Approach for Including Sociological Profiles in Audience Segmentation for Communication Campaigns

The VEPRe model aims at providing practical recommendations in times of crises through a mixed-method approach for audience segmentation leading to the creation of sociological profiles. The model inherits from theoretical models in audience segmentation from the distinct disciplines of marketing, psychology, sociology, linguistics, and anthropology. We propose a model divided into four main dimensions: values, emotions, practices, and relations to the norm. This model, whose approach is deliberately empirical, is an answer to the limits of entirely statistical approaches that occasionally overlook some individuals, their systemic properties, and their complexity. In this model, audience segmentation is predictive as it aims to define levers of action for each persona that lead to conversion, empowerment, a mind-shift, higher trust, role-modeling, or a better understanding of a given situation. The VEPRe method is inclusive (it allows individuals to belong to several groups) and flexible (it evolves over time and opens the way to the evolution and change of individuals). This grouping method also encourages the completion and mutual support between segments; it is a peer-supporting method.