A new way to think about audience segmentation - Kademy - chunk 7

or geography. That’s fine, but in an audience-driven communication plan they don’t get to the heart of what communication might mean to an individual. What makes a certain topic really personal? And what are the triggers that would get them to change behaviour, which is ultimately what delivers business results? In Kademy’s audience-driven segmentation approach, those triggers are impact and involvement. Consider this – will the person be impacted by what’s happening, and do we need them to be involved for the project to succeed? Unmanaged impact could lead to attrition, reduced productivity, reduced engagement. Impact produces emotions and reactions.