Pandemic lifeworlds: A segmentation analysis of public responsiveness to official communication about Covid-19 in England.

ABSTRACT: Pandemics such as Covid-19 pose tremendous public health communication challenges in promoting protective behaviours, vaccination, and educating the public about risks. Segmenting audiences based on attitudes and behaviours is a means to increase the precision and potential effectiveness of such communication. The present study reports on such an audience segmentation effort for the population of England, sponsored by the United Kingdom Health Security Agency (UKHSA) and involving a collaboration of market research and academic experts. A cross-sectional online survey was conducted between 4 and 24 January 2022 with 5525 respondents (5178 used in our analyses) in England using market research opt-in panel. An additional 105 telephone interviews were conducted to sample persons without onli

SUBMITTER: Coleman S 

PROVIDER: S-EPMC10830050 | biostudies-literature | 2024

REPOSITORIES: biostudies-literature