In my previous article about audience and worldviews, I introduced a concept of heterogeneity of a homogeneous that I had not fully processed but “I promised to do something about it.” Now that I do not want to be like that uncle who asks for your CV to “see what they can do” to never get back, I’ve had to wrestle with it. The concept of heterogeneity of a homogeneous group came to mind because I was thinking about audience segmentation.
What is Audience Segmentation?
Audience segmentation is the categorisation of audiences into groups that are different from each other but internally similar. We segment audiences to communicate specifically, using unique insights about each group.
Communicators need to segment their audience because not everyone is interested in what you want to say, and neither are you interested in everyone regarding whatever you want to communicate. For example, in a conference, organisers might create parallel sessions for children, youth, married couples, singles, etc. Each group has unique characteristics they share while being distinct from other groups.
Heterogeneity of a Homogeneous Group
From what I’ve seen and experienced, we typically segment audiences by descriptive features such as demographics, behaviour, or interests. Now, the phrase heterogeneity of a homogeneous group combines two contradictory ideas: heterogeneous, meaning a mixed group, and homogeneous, meaning of the same kind.
Audience segmentation aims to create a homogeneous group that you can easily communicate with. But how easy is it to achieve that goal?
The Challenge
Theoretically, we’ve been led to believe this is an easy process. However, in practice, it’s far from a walk in the park. Just when you think you’ve defined a homogeneous group—say, by age—you realize there are countless other factors like location, status, education, interests, and so on. The more you refine the audience, the more layers you uncover. You may end up with a segment of one person because of the uniqueness with which God created us.
Heterogeneity within a homogeneous group is, therefore, a tension we must learn to live with.
Applying the Tension in Communications
How can we apply this tension in communication? I think it starts with the question: What problem do you want to solve for the homogeneous group?
Once you’ve identified the problem, the homogeneous group becomes your primary audience. When crafting your message, especially the call to action, consider the varied characteristics of the group. This way, you can include something specific to the secondary and tertiary audiences that might exist within the “homogeneous” group.
Examples
Let’s say you want to talk to university students about the need to develop reasoning and writing skills with AI. At first glance, they seem like a homogeneous group, right? But in your messaging, to be compelling and relevant to university students, you’ll need to consider heterogeneous factors such as:
- Level of study
- Course of study
- Motivation for studying
- Type of university
- Geographical location
Another example: If you’re a pastor preaching at a Sunday service, the homogeneity is the religious group. However, the heterogeneity could include class, faith, age, education, personal needs, and challenges. You will need to communicate to the single lady in the congregation desiring to get a marriage partner much as the couple wishing they could be single again for whatever reasons.
As I mentioned earlier, the concept of heterogeneity within homogeneity just dropped into my mind. I’ll try to develop more insights, but if I realize what I’ve started is too difficult to complete, I’ll let you know—because there will always be heterogeneity in homogeneity. 😊