Strategic Segmentation

Describing a People Group

                    Description -- Define their Worldview Unit

            Cultural Worldview Unit = Ethno-linguistic Unit:
                Self-identity -- smallest discrete unit, successively larger groupings.

            This is the level of entry the Registry of Peoples (ROP) attempts to catalogue

Cultural Worldview Unit(s)

            Culture and Worldview Groups Overlap.
            Find the discrete groupings based on cultural, social and linguistic factors.

                  This grid might represent many countries or regions of the world, with several cultures present and defined to varying degrees of separate identity.
              Note how the smaller groups lie within the Green culture section -- and some of the Green culture characteristics are in those smaller groups.
              The boundaries of some of the smaller groups are more distinct than others.
              Note that the Pink culture has clearly defined lines of identity, yet a segment within the Pink has aspects of the Black and Green cultures, as well as some ambient Yellow.
              Likewise, some of the smaller groups also share some characteristics.
              Note that the Green culture also lies within a larger broad culture group, represented by Black, and might thus be considered a sub-group of the larger culture.
              However, its boundaries are clearly defined as a totally separate culture.

              Looking closer, you see there is a section of the dominant Black culture totally within the Green culture.
              Certain areas of the smaller cultures also share in some of the Black culture characteristics.
              Members of these groups will think of themselves as members of different levels of culture groupings.

Any identified grouping can be further analyzed into some smaller groupings, down to single individuals.
Boundaries may not be clear, will usually be somewhat fuzzy.


                   Description -- Define their Strategy Unit


        Strategy Unit -- largest grouping within which change and decision making (and thus the gospel) can move freely without internal communication barriers.

Key Factors:
         What does the person call himself?

         What does an individual say others in his people/tribe/clan call themselves?
         Look for synonyms and sub-divisions.
         What are they called by other peoples?
         In Western popular or academic usage?
         What other people are in the same group?
         What languages do they speak?
         What are their common characteristics?
           Segments -- Smaller groupings within the same ethnic entity
        Geographic – Ethno-geography
        Social (Role, status, circle of relationships)
        Lingual
        Educational
        Age


           Strata (also called Social Segments) -- Various Demographic Categories applicable to any Ethnic Group and cutting across them.

Strata: Across ethnic entities in one society
What is the nature of the commonality?
Social (community groupings, activities)
Economic
Occupational
Recreational
Educational
   By Educational activities
   By Special educational needs
   By Providing education
Lingual – Same language across different pgs
   Native Language (mother tongue)
   Second language (Example: ESL)

What kinds of activities are appropriate in non-mother-tongue?

Visit NewWway online for more information on Segmentation and Stratification for Strategy.

Resources on People Group Segmentation


Copyright © Orville Boyd Jenkins 2002, 2004
Permission given for free download and use for personal and educational purposes.  All other rights reserved.
Orville Boyd Jenkins
14 March 2004
Last edited 17 December 2007

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