Social Marketing
Nutrition and Physical Activity


Make Strategy Decisions

AudienceChoose an Audience Segment

Once your final target audience is identified, you may want to spend some time writing a detailed description of the segment. If so, use the information you gathered in phases 1 and 2, such as

  • Current behaviors.
  • Attitudes
  • Perceptions.
  • Motivators.
  • Barriers to adopting the desired behavior.
  • Preferred methods of getting information.
  • Demographic characteristics.

Big Picture AlertBig Picture Alert

In some cases, if you don't have much data on the segment you've chosen, you may need to go back and identify any important gaps and use additional formative research to fill those gaps.