Member segmentation for Boundless
The challenge
Boundless serves a diverse membership of people working in — or retired from — public sector roles. This broad appeal is a strength, but it also created a challenge: with so many different motivations, lifestyles and expectations, it was difficult for the organisation to understand how each group engaged with its offer.
trueology saw an opportunity to bring clarity through a segmentation framework that would be simple enough for everyday use, yet robust enough to guide long-term strategy.
Our approach
Using existing membership data, we designed a set of ‘golden questions’ that captured the core characteristics shaping member behaviour — including work status, family situation, and interests such as motoring, sports, arts and crafts, wellbeing, travel and entertainment.
These questions formed the foundation of a model that was statistically sound, stable over time, and suitable for both panel research and full-membership surveys.
Our analysis produced clear, actionable segments — including Time-Pressed Families, Culture Seekers, and Wellbeing Future-Proofers — each with distinct needs and engagement drivers.
Time-Pressed Families: valued practical, time-efficient benefits.
Culture Seekers: sought experiences, learning and enrichment.
Wellbeing Future-Proofers: prioritised support that helped them plan ahead and improve their personal wellbeing.
What we delivered
Once the segmentation was established, we worked closely with Boundless to embed it across the organisation. The framework became central to interpreting quarterly panel studies, annual surveys, and ongoing member feedback.
By tagging all research responses by segment, Boundless gained a far richer understanding of how perceptions, behaviours and expectations varied across the membership.
We also provided regular updates on segment shifts within the Boundless panel — early warnings of changing membership dynamics and signals of which initiatives were attracting different member types.
The impact
The segmentation framework has become a practical toolkit for communication, strategy and product development at Boundless. It now guides:
Targeting and personalisation of campaigns
Tone and messaging across channels
Development of new ideas and member offers
Understanding of engagement, satisfaction and retention
What began as an analytical project has become a long-term strategic asset that continues to support smarter decision-making and stronger member relationships.
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