Using segmentation to co-design a healthy eating program

Segmentation avoids "one size fits all" approach acknowledging that people differ in their needs and wants. This study applied segmentation during co-design to develop ideas for a healthy eating program for Australian Defence Force (ADF) personnel. Three co-design sessions were conducted with 73 ADF trainees to uncover segment-preferred solutions to encourage healthy eating. The segments provided different co-designed programs emphasising the need for tailored strategies. This study demonstrates how segmentation can be built into co-design process and the segmented preferences for a healthy eating program. The findings confirm that segmentation should be applied in health marketing ensuring effective resource allocation.