In 2012 CFA commissioned a segmentation study on the attitudes, values and beliefs of Victorians living in high bushfire risk areas towards bushfire survival planning. The research built on exploratory work that had been done by the Research and Evaluation team in 2011. A quantitative survey of over 1000 residents in high risk areas and the subsequent segmentation analysis identified five groups, each with different combinations of perceptions of risk, feelings of control and willingness to live with uncertainty. These factors contribute to their existing levels of planning for bushfire and influence their intended actions. Focus groups and in-depth interviews with the segments were then used to gain further insight and knowledge of the prevailing attitudes and motivations of the different groups.

The segments help to illustrate that CFA is working with and providing services for a diverse range of communities that are constantly changing and living in a diverse range of high risk environments. In order to successfully engage with individuals and households about bushfire survival planning it is necessary to be aware of these differences, accepting that the same outcomes may not be applicable to all, and prepared to spend time understanding what the specific needs or issues are.

Considered application of the findings of the segmentation study has the potential to assist emergency services in engaging more successfully with people living in bushfire prone areas in order to influence desired behaviour. It is important to recognise that people don’t necessarily fit neatly into segments and neither is it a constant state. A guide to engagement has been produced that will help inform existing and future program design, implementation and training. Further validation of the segments is being incorporated into future research to ensure a strong evidence base from which to proceed.