Acknowledgements

This chapter used information from HMRC and DWP customer insight training material and the HMRC stakeholder toolkit.

DWP Communications workplace learning guide: improving our skills in developing insight – Comms Academy and Dodds training

Making sense of audience segmentation, Susanna Barnett, Melcrum

Further reading

GCS How to Guide: Creating a stakeholder map
Simply communicate: Audiences and segmentation
GCS How to Guide: Customer journey mapping
GCS How to Guide: Customer journey map diagram
GCS How to Guide: Writing a communication strategy
Melcrum article: Making sense of audience segmentation
Institute for Government: Mindspace