SEGmented Marketing for ENergy efficient Transport (SEGMENT) is a 3 year project funded by Intelligent Energy Europe Steer programme which will test the use of market segmentation in persuading people to change their behaviour and adopt more energy efficient forms of transport. It will focus on the use of life change ‘trigger points’ which force consumers to question travel habits, alongside a detailed market segmentation approach to magnify the impact of mobility management campaigns. 7 Partner cities (Sofia, Almada, Athens, Utrecht, Munich, and Gydnia) will use the framework of the project to test the methodology, which will be developed by Dr Jillian Anable at the Centre for Transport Research; and in particular to establish whether the approach can be successful using limited market data. SEGMENT will build capacity to implement behaviour change campaigns across Europe. An extensive dissemination programme will be coordinated by the European Platform on Mobility Management (EPOMM).