Learning what our target audiences think and do: extending segmentation to all four bases

Autor: Abi Badejo, Megan Price, Mohammad Abdul Kadir, Sharyn Rundle-Thiele, George Zdanowicz, Anna Kitunen
Rok vydání: 2018
Předmět:
Adult
Male
medicine.medical_specialty
Adolescent
Universities
Sexual health
Sexual Behavior
Two-step cluster analysis
Applied psychology
Population
Health Behavior
Sexually Transmitted Diseases
030209 endocrinology & metabolism
Context (language use)
Social marketing
03 medical and health sciences
Young Adult
0302 clinical medicine
Risk-Taking
Segmentation
Surveys and Questionnaires
Medicine
Cluster Analysis
Humans
030212 general & internal medicine
education
Set (psychology)
Students
Reproductive health
Demography
education.field_of_study
Data collection
business.industry
lcsh:Public aspects of medicine
Public health
Public Health
Environmental and Occupational Health
Australia
Behaviour change
lcsh:RA1-1270
Adolescent Behavior
Female
Young people
Queensland
Biostatistics
business
Research Article
Zdroj: BMC Public Health
BMC Public Health, Vol 19, Iss 1, Pp 1-10 (2019)
ISSN: 1471-2458
Popis: Background While acknowledged as one of social marketing’s necessities, limited reporting of segmentation exists. The current study seeks to extend segmentation drawing on all four segmentation bases within the context of Queensland young adult sexual health behaviour. Methods An online survey was used to collect data from 15 to 29 year old people in Queensland, Australia. Data collection was undertaken online to capture the broader population of young adults and in person on campuses to gather data from students who were currently enrolled at University. Quotas were set to ensure a broad representation was attained reflecting the States demography. Results Two-step cluster analysis revealed three different segments. The most important variables in segment formation were age, household type, experience of risky sexual encounters and previously being tested or treated for sexually transmissible infections (STIs). The results suggest that demographic and behavioural variables were the most effective in segment definition. Conclusions This study investigated young people aged 15–29 in Queensland, Australia to examine group differences drawing from four bases. This study revealed three distinct segments in a sexual health context and highlighted the importance of behavioural variables in segment formation, insight and understanding. Electronic supplementary material The online version of this article (10.1186/s12889-019-6696-2) contains supplementary material, which is available to authorized users.
Databáze: OpenAIRE
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