Research and analysis

Deep Dive research project: antecedents, behaviours and consequences

Research on understanding segment allocation and any consequences for HM Revenue and Customs and the individual.


Antecedents, behaviours and consequences: individuals segmentation

Request an accessible format.
If you use assistive technology (such as a screen reader) and need a version of this document in a more accessible format, please email Please tell us what format you need. It will help us if you say what assistive technology you use.


This research report contains a qualitative study into the individuals segments to understand people’s attitudes and values and why they are in the segment they are in.

Published 19 October 2012