Using audience-segmentation techniques to tailor health behavior change strategies

Objective: To introduce audience-segmentation techniques to health educators and health behavior researchers. Methods: Provide a comparison between non-marketing and marketing approaches to developing health behavior change strategies and reviews some of the most commonly used techniques for audience-segmentation analysis. Results: The determinants of the breast cancer screening among women in Florida are used to illustrate the use of CHAID for segmentation analysis. Conclusions: Audience-segmentation techniques enabled us to discover the unique characteristics of population segments with very high need and to focus intervention resources in a manner that is Likely to maximize intervention impact.