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Characterizing and reaching high-risk drinkers using audience segmentation.

Howard B Moss¹, Susan D Kirby, Fred Donodeo

¹National Institute on Alcohol Abuse and Alcoholism, Bethesda, Maryland 20892-9304, USA. mossh@mail.nih.gov

Alcoholism, Clinical and Experimental Research

|May 6, 2009

Summary

This summary is machine-generated.

Market segmentation identifies high-risk drinkers for targeted alcohol prevention. This approach helps plan public health campaigns and recruit research participants effectively.

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Area of Science:

Public Health
Social Marketing
Behavioral Science

Background:

Market segmentation is crucial for tailoring social marketing interventions to specific population groups.
Unlike epidemiological definitions, market-based segments focus on behaviors and attitudes, enhancing communication planning.
Segmentation has been underutilized in alcohol research, despite its potential for targeted interventions.

Purpose of the Study:

To illustrate the utility of market segmentation in alcohol research.
To identify and describe audience segments of high-risk drinkers using commercial data.
To inform public health campaign planning and research recruitment strategies.

Main Methods:

Conducted a segmentation analysis on individuals reporting high-risk drinking patterns (≥5 drinks/episode, ≥2 times/month).
Utilized the PRIZM (Claritas, Inc.) audience segmentation database merged with the CDC's Behavioral Risk Factor Surveillance System (BRFSS) data.
Described the top 10 PRIZM segments associated with risky drinking, with in-depth analysis for five segments.

Main Results:

Identified the top 10 audience segments (PRIZM clusters) most associated with high-risk drinking.
The "Cyber Millennials" segment exhibited the highest concentration of binge-drinking behavior.
Detailed consumer behaviors and geographic distribution for key high-risk drinking segments, including "Cyber Millennials".

Conclusions:

Audience segmentation effectively identifies and characterizes target populations for alcohol prevention efforts.
This data aids in locating segments for research recruitment and planning health promotion campaigns.
Understanding high-risk drinkers as consumers allows for more salient and targeted intervention development.