Identifying differential needs and capacities
Identifying differential needs and capacities through market research, consumer categories and geo-demographic segmentation techniques. Segmentation is becoming increasingly important to social innovation in fields such as health (sometimes under the misleading label ‘social marketing’) – where policies and programmes that work well for one group may fail for others. Where governments in the past focused on typical or ‘average’ citizens, today policy and provision is much more interested in disaggregating data. There are also a range of tools for mashing and mining data to reveal new needs and patterns. These sites show how to run competitions for ‘mash up’ ideas from citizens using government data, such as Sunlight Labs and Showusabetterway.