Audience segmentation is widely used in health communication. Traditionally, segmentation has been based on demographic variables only. In this project, we present the use of extensive formative research to define and characterize audience segments (n=24) based on demographic, psychosocial, and behavioral characteristics. We conducted 100 in-depth interviews (IDIs) designed to gather information on the unique needs and characteristics of the audience segments related to physical activity. An open ended interview approach was used to assess participants’ beliefs and experiences related to physical activity. Participants were assigned to a demographic segment and a pyschosocial/behavioral segment based on their responses to a quantitative questionnaire administered prior to the IDIs. A comprehensive codebook was developed to guide the coding of the qualitative data. Inter-rater reliability was established among four coders with a primary code agreement of 84% and a categorical agreement above 86% for six out of the seven categories. A multi-level analysis plan was designed comprising of analyses occurring at the individual code level, the category level, and at the segment level. A profile was developed for each of the segments, and empirical and lay literature was used to support segment characteristics. Segment profiles will be used to develop physical activity newsletters that address the beliefs and experiences of a given segment. This presentation will describe the methods and findings of this formative work. Additionally, we will demonstrate how these characterizations will be used in message development. These messages will be evaluated for their effectiveness and cost effectiveness in a CDC-funded trial.
Learning Objectives: At the conclusion of the session, the participant will be able to: (1) describe the methodology used for conducting IDIs; (2) list three findings from the analysis of the IDIs; (3) discuss how formative findings were used to define and characterize audience segments.
Keywords: Audience Segmentation, Physical Activity
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.