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Learning what our target audiences think and do: extending segmentation to all four bases
Anna Kitunen1, Sharyn Rundle-Thiele2, Mohammad Kadir2
1Social Marketing @ Griffith, Griffith University 170 Kessels Road Nathan, Qld, Brisbane, 4111, Australia. annakatariina.kitunen@griffithuni.edu.au.
BMC Public Health
|April 7, 2019
Summary
This study identified three distinct segments of young adults in Queensland based on sexual health behaviors. Demographic and behavioral factors were key to defining these groups for targeted interventions.
Area of Science:
- Social marketing
- Public health
- Behavioral science
Background:
- Segmentation is crucial in social marketing but often underreported.
- Limited research exists on segmentation for young adult sexual health in Queensland.
Purpose of the Study:
- To extend segmentation research by applying all four bases.
- To examine young adults' (15-29) sexual health behavior in Queensland.
Main Methods:
- Online survey conducted with 15-29 year olds in Queensland, Australia.
- Data collected online and in-person on university campuses.
- Quotas used to ensure demographic representation.
Main Results:
- Two-step cluster analysis identified three distinct segments.
- Key segmentation variables included age, household type, risky sexual encounters, and STI testing history.
- Demographic and behavioral variables proved most effective for segment definition.
Conclusions:
- Three distinct segments were identified among young people aged 15-29 in Queensland.
- Behavioral variables are critical for understanding and segmenting sexual health contexts.
- Findings provide insights for targeted sexual health strategies.
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