使用细分来共同设计健康饮食计划
Anna Kitunen1, Julia Carins1, Sebastian Isbanner2
1Social Marketing @ Griffith, Griffith University, Nathan, QLD, Australia.
Health marketing quarterly
|March 17, 2025
概括
共同设计中的细分为澳大利亚国防军 (ADF) 人员创建了量身定制的健康饮食计划. 这种方法通过满足各种各样的个人需求和偏好,确保有效地分配资源.
科学领域:
- 健康营销 营销健康营销
- 行为科学 行为科学
- 程序开发 程序开发
背景情况:
- 传统的健康计划往往使用'一个尺寸适合所有'的方法.
- 个人需求和偏好对计划的有效性有重大影响.
- 澳大利亚国防军 (ADF) 人员代表了健康干预的独特人口统计.
研究的目的:
- 在共同设计框架内应用市场细分.
- 为ADF人员开发量身定制的健康饮食计划想法.
- 探索对健康饮食倡议的细分特定偏好.
主要方法:
- 与73名ADF实习生一起进行了三次共同设计会议.
- 利用细分来识别不同的群体偏好.
- 收集了关于鼓励健康饮食的首选策略的见解.
主要成果:
- 共同设计会议揭示了特定细分领域的项目想法.
- 在ADF实习生中确定了对健康饮食干预措施的不同偏好.
- 证明了将细分集成到共同设计中的可行性.
结论:
- 细分对于开发有效,有针对性的健康营销计划至关重要.
- 量身定制的策略增强了对健康饮食的参与和坚持.
- 应用细分可以确保在促进健康的倡议中有效地分配资源.
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