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Clare Wilkinson and Emma Weitkamp

development communication (Barnett and Mahony, 2011 ). Segmentation can occur on a variety of criteria, including by demographic factors, attitudes and interests, to name some of the most popular (Bowater and Yeoman, 2013 ). It involves a process of dividing people up into ‘segments’ who would be expected to behave or respond to communication in the same or a very similar way; segmentation has advanced rapidly as an approach, due to the increased sophistication of techniques which can be applied to digital data on customers, clients or publics (Barnett and Mahony, 2011

in Creative research communication