Cargando…
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...
Autores principales: | , , , , , , , , , , , |
---|---|
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 |
_version_ | 1783268815677685760 |
---|---|
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. |
format | Online Article Text |
id | pubmed-5628013 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2017 |
publisher | eLife Sciences Publications, Ltd |
record_format | MEDLINE/PubMed |
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 |
work_keys_str_mv | AT sgaiersemak acasestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT eletskayamaria acasestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT englelisabeth acasestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT mugurungiowen acasestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT tambatambabushimbwa acasestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT ncubegertrude acasestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT xabasinokuthemba acasestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT nangaalice acasestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT gogolinasvetlana acasestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT odawopatrick acasestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT gumedemoyosehlulekile acasestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT kretschmersteve acasestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT sgaiersemak casestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT eletskayamaria casestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT englelisabeth casestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT mugurungiowen casestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT tambatambabushimbwa casestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT ncubegertrude casestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT xabasinokuthemba casestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT nangaalice casestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT gogolinasvetlana casestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT odawopatrick casestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT gumedemoyosehlulekile casestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision AT kretschmersteve casestudyforapsychographicbehavioralsegmentationapproachfortargeteddemandgenerationinvoluntarymedicalmalecircumcision |