There's been a lot of talk about the Big Society lately - a lot of talk in practically every pitch brief, brainstorm, seminar, presentation, workshop and focus group I've been involved with, that is.  From the people who are going to be expected to actually comprise the Big Society, there's been an ominous silence.  So while brands are keen to position their marketing and PR efforts as their 'contribution' to the Big Society, nobody seemed to be thinking about the people who would be acting as unpaid crowdsourcing agents... ahem.. activists.  Being a curious kind of Planner and likewise unwilling to tap up my boss for research funds, I did some correspondence analysis on TGI to see if we could segment and profile the population and gain any useful insights into what might motivate people to support the ideals and activation of the Big Society. I factored out the people who don't have any kind of community involvement at all - and just looked at the lower hanging fruit of the people who are already a members of clubs and societies, give to charity and get involved in charity events and initiatives.

The results are attached - forgive the clunky powerpoint, design isn't my strong point.  There are four key typologies: Approval Seekers, Agents of Change, Social Sceptics and Walled Gardeners and I've looked at their demographics, lifestyle, key attitude statements and the Big Society messaging that might resonate with them best.