Purpose: The purpose of my study is to contribute to more knowledge about barriers to effective segmentation and how to diagnose and treat these barriers. I have done a case study of Lärarförbundets communication to one of their target groups, headmasters. To obtain a broad understanding I have interviewed both employees and members. The research questions are: What do a selection of employees and members regard as the main reasons why Lärarförbundet does not succeed better with its audience-targeted communication? What can help Lärarförbundet to improve its audience-targeted communication?

Design/methodology: This research was a case study using a qualitative data gathering method. A total of eighteen semi structured interviews were conducted, nine interviews with members and nine interviews with employees.

Findings: All interviewed respondents believe that communication to the group of headmasters can be better. None of the employees know that there is any follow-up of the goal of communicating to different audiences. Most respondents believe that Lärarförbundet need to get more knowledge about the headmaster group to reach out with more relevant information. To improve it is crucial that management supports the segmentation process and ensure change in current communication. The work with knowledge management (KM) also needs to be developed. Finally, Lärarförbundet need to draw up a plan with clear steps.

Originality/value: Only a few studies have focused on the part of segmentation which deals with practical problems when segmentation is implemented. This study contributes to better understanding about barriers to effective segmentation.