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A case study for a psychographic-behavioral segmentation approach for targeted demand generation in voluntary medical male circumcision

Public health programs are starting to recognize the need to move beyond a one-size-fits-all approach in demand generation, and instead tailor interventions to the heterogeneity underlying human decision making. Currently, however, there is a lack of methods to enable such targeting. We describe a n...

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Autores principales: Sgaier, Sema K, Eletskaya, Maria, Engl, Elisabeth, Mugurungi, Owen, Tambatamba, Bushimbwa, Ncube, Gertrude, Xaba, Sinokuthemba, Nanga, Alice, Gogolina, Svetlana, Odawo, Patrick, Gumede-Moyo, Sehlulekile, Kretschmer, Steve
Formato: Online Artículo Texto
Lenguaje:English
Publicado: eLife Sciences Publications, Ltd 2017
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5628013/
https://www.ncbi.nlm.nih.gov/pubmed/28901285
http://dx.doi.org/10.7554/eLife.25923
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author Sgaier, Sema K
Eletskaya, Maria
Engl, Elisabeth
Mugurungi, Owen
Tambatamba, Bushimbwa
Ncube, Gertrude
Xaba, Sinokuthemba
Nanga, Alice
Gogolina, Svetlana
Odawo, Patrick
Gumede-Moyo, Sehlulekile
Kretschmer, Steve
author_facet Sgaier, Sema K
Eletskaya, Maria
Engl, Elisabeth
Mugurungi, Owen
Tambatamba, Bushimbwa
Ncube, Gertrude
Xaba, Sinokuthemba
Nanga, Alice
Gogolina, Svetlana
Odawo, Patrick
Gumede-Moyo, Sehlulekile
Kretschmer, Steve
author_sort Sgaier, Sema K
collection PubMed
description Public health programs are starting to recognize the need to move beyond a one-size-fits-all approach in demand generation, and instead tailor interventions to the heterogeneity underlying human decision making. Currently, however, there is a lack of methods to enable such targeting. We describe a novel hybrid behavioral-psychographic segmentation approach to segment stakeholders on potential barriers to a target behavior. We then apply the method in a case study of demand generation for voluntary medical male circumcision (VMMC) among 15–29 year-old males in Zambia and Zimbabwe. Canonical correlations and hierarchical clustering techniques were applied on representative samples of men in each country who were differentiated by their underlying reasons for their propensity to get circumcised. We characterized six distinct segments of men in Zimbabwe, and seven segments in Zambia, according to their needs, perceptions, attitudes and behaviors towards VMMC, thus highlighting distinct reasons for a failure to engage in the desired behavior.
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spelling pubmed-56280132017-10-05 A case study for a psychographic-behavioral segmentation approach for targeted demand generation in voluntary medical male circumcision Sgaier, Sema K Eletskaya, Maria Engl, Elisabeth Mugurungi, Owen Tambatamba, Bushimbwa Ncube, Gertrude Xaba, Sinokuthemba Nanga, Alice Gogolina, Svetlana Odawo, Patrick Gumede-Moyo, Sehlulekile Kretschmer, Steve eLife Epidemiology and Global Health Public health programs are starting to recognize the need to move beyond a one-size-fits-all approach in demand generation, and instead tailor interventions to the heterogeneity underlying human decision making. Currently, however, there is a lack of methods to enable such targeting. We describe a novel hybrid behavioral-psychographic segmentation approach to segment stakeholders on potential barriers to a target behavior. We then apply the method in a case study of demand generation for voluntary medical male circumcision (VMMC) among 15–29 year-old males in Zambia and Zimbabwe. Canonical correlations and hierarchical clustering techniques were applied on representative samples of men in each country who were differentiated by their underlying reasons for their propensity to get circumcised. We characterized six distinct segments of men in Zimbabwe, and seven segments in Zambia, according to their needs, perceptions, attitudes and behaviors towards VMMC, thus highlighting distinct reasons for a failure to engage in the desired behavior. eLife Sciences Publications, Ltd 2017-09-13 /pmc/articles/PMC5628013/ /pubmed/28901285 http://dx.doi.org/10.7554/eLife.25923 Text en © 2017, Sgaier et al http://creativecommons.org/licenses/by/4.0/ http://creativecommons.org/licenses/by/4.0/This article is distributed under the terms of the Creative Commons Attribution License (http://creativecommons.org/licenses/by/4.0/) , which permits unrestricted use and redistribution provided that the original author and source are credited.
spellingShingle Epidemiology and Global Health
Sgaier, Sema K
Eletskaya, Maria
Engl, Elisabeth
Mugurungi, Owen
Tambatamba, Bushimbwa
Ncube, Gertrude
Xaba, Sinokuthemba
Nanga, Alice
Gogolina, Svetlana
Odawo, Patrick
Gumede-Moyo, Sehlulekile
Kretschmer, Steve
A case study for a psychographic-behavioral segmentation approach for targeted demand generation in voluntary medical male circumcision
title A case study for a psychographic-behavioral segmentation approach for targeted demand generation in voluntary medical male circumcision
title_full A case study for a psychographic-behavioral segmentation approach for targeted demand generation in voluntary medical male circumcision
title_fullStr A case study for a psychographic-behavioral segmentation approach for targeted demand generation in voluntary medical male circumcision
title_full_unstemmed A case study for a psychographic-behavioral segmentation approach for targeted demand generation in voluntary medical male circumcision
title_short A case study for a psychographic-behavioral segmentation approach for targeted demand generation in voluntary medical male circumcision
title_sort case study for a psychographic-behavioral segmentation approach for targeted demand generation in voluntary medical male circumcision
topic Epidemiology and Global Health
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC5628013/
https://www.ncbi.nlm.nih.gov/pubmed/28901285
http://dx.doi.org/10.7554/eLife.25923
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