Step 1: Analyze Information Gaps
II: Target Audience
Ways to Segment
The key to audience segmentation is to divide your audience by meaningful
factors that are relevant to the adoption of the desired behavior. What
separates the people who do the desired behavior from those who don't?
Many public health professionals tend to segment audiences based on disease
burden or risk, or by using demographic characteristics. Yet, these
characteristics may not be the most important factors when it comes to behavior
change, even though those data are usually easiest to find. People who fall into
the same demographic category can be very different from one another with
regards to nutrition and physical activity behaviors.