Customer Segmentation

The Office of the Public Guardian (OPG) protects people in England and Wales who may not have the mental capacity to make certain decisions for themselves, such as about their health and finance. OPG is an executive agency, sponsored by the Ministry of Justice. It registers lasting powers of attorney (LPAs), enduring powers of attorney (EPAs), and supervises deputies appointed by the Court of Protection.

The segmentation research aims to inform the OPG of methods of how to grow LPA adoption and facilitate discussions across OPG with regards to which prospective customer groups to ideally to reach and how best to reach them.