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

ABSTRACT: 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 circumcis

SUBMITTER: Sgaier SK 

PROVIDER: S-EPMC5628013 | biostudies-literature | 2017 Sep

REPOSITORIES: biostudies-literature