Creating a segmentation of propensity to support ending homelessness for Launch Housing

Launch Housing is a not-for-profit operating predominantly in Melbourne, with a view to ending homelessness. As with any not-for-profit, it is critical for research budget to be used effectively, ensuring the maximum allocation for funds to achieving their mission. The organisation wanted to conduct a segmentation of the market to better understand who to target, how, and via what messages.

Launch Housing approached Pure Profile initially who provided access to their market research panel, and Vibrant Insights was brought in to create a segmentation of the market. Through close collaboration and consultation, segments were identified and profiled to guide direction.

The research provided a view not only of macro views toward social issues and homelessness, but a nuanced view of those with varying propensity to support charities, amplify messages, their orientation toward ending homelessness, and their views on Melbourne. The segmentation was such a success that it has become foundational reading for all new starters at Launch, and now forms the basis of ongoing brand health tracking research for Launch Housing.