ESR 13

Community Investment – a Segmentation Approach (ESR13)

University of St.Gallen

Research on social acceptance often yields results about attitudes and preferences of average respondents. However, not all stakeholders of a project are equally salient to its success or failure. This research project will borrow from research in marketing to explore the value of a segmentation approach for analysing and ultimately managing social acceptance. In particular, it will distinguish between stakeholders strongly in favour, somewhat in favour, rather against and strongly against a given project. The aim is to predict changes in the attitudes of these groups as a project nears implementation, and apply target group-specific communication strategies.

 

The project will produce a literature review on segmentation approaches in consumer and voter behaviour, a representative survey in 2-3 of the participating countries, development of target group-specific communication strategies, and validation of these strategies with practitioners.

Click here to download the ESR13 job description

 

 

Project supervision

Prof. Dr Rolf Wüstenhagen
Professor of Management of Renewable Energies
University of St.Gallen

Professor Patrick Devine- Wright
Professor in Human Geography
University of Exeter