Using Audience-Segmentation Techniques to Tailor Health Behavior Change Strategies    

Melinda S. Forthofer, PhD; Carol A. Bryant, PhD

Objective: To introduce audience-segmentation techniques to health educators and health behavior researchers. Methods: Provide a comparison between non- marketing and marketing approaches to developing health behavior change strategies and reviews some of the most commonly used techniques for audience-segmentation analysis. Results: The determinants of the breast can cer screening among women in Florida are used to illustrate the use of CHAID for segmentation analysis. Conclusions: Audience-segmentation techniques enabled us to discover the unique characteristics of population segments with very high need and to focus intervention resources in a manner that is likely to maximize intervention impact.

Am J Health Behav 2000;24(1):36-43