The HTA segmentation model groups UK households into nine segments based on their demographics, life-stage, attitudes and hobbies; as well as the size of their gardens, garden spending, garden contents and what they use the garden for. 

Each segment has a 'pen portrait' describing them, their preferred products and how you can reach them. The nine pen portraits can help your business to:

• Understand your customers and their wants, needs and motivations
• Identify new potential customer groups in your local area, or the customers best suited to a particular promotional strategy
• Target and reach specific audiences for particular promotional campaigns - in this User Guide we also show you how you can apply the pen portraits to Facebook advertising