Audience segmentation in worksite health promotion: a procedure using social marketing concepts

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Abstract
This study demonstrates how techniques of audience segmentation can be combined with principles of social marketing to enhance planning for worksite health promotion (WHP). Using data from a mail survey of university employees, ‘future participation’ was regressed on three blocks of (1) demographic, (2) behavioral and (3) psychosocial variables. Each block contributed significantly to explaining variance in the dependent variables. All three blocks together explained 40% of the variability in future participation and so all variables in the regression formed the basis for the segmentation procedures. Six substantive clusters were identified that differed along demographic, behavioral and psychosocial dimensions as well as work location. Analyses of variance demonstrated that clusters were significantly related to differences on several variables important to planning and can be used to provide useful information for program planning by associating group membership with specific preferences for different types of programs and channels for delivery.

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