Prioritising Segments
Contents |
>> Next: Executive Summary: Others Oriented
The process of elimination
The process of selecting the two priority segments (from the six segments generated) involved the wider project team, including input from an independent advertising consultant and an applied psychologist.
Segments initially screened out
Other Priorities is not an early priority target group because their motivations and (non) beliefs in the benefits of physical activity indicate that they would be very difficult to change.
Another group, OK for Now is also not a priority, because they perceive that they are reasonably healthy and they appear to be so (e.g. less overweight, fewer smokers, fewer health problems reported). So they are a lower priority in terms of health risks. They have very few barriers but see few benefits in physical activity. Thus, this group might also be a difficult group to change.
Almost There is the group most similar to the active group. That is, they believe in all the benefits, they are motivated, have high self-efficacy, have few barriers, and are doing some physical activity but not the recommended 30 minutes a day, five days a week. This group, although ripe for the picking, is almost there. It is considered that a specialist campaign is not a priority.
Potential segments
This leaves three segments: Others Oriented, Busy & Stressed and Support Seekers, which have the highest proportions of obesity (27%, 26% and 27% respectively).
Others Oriented is the first obvious segment to target. They are motivated extrinsically, more discouraged by others and have a lot of barriers, particularly environmental barriers.
Of particular interest, this segment also has the highest proportion of Pacific and Asian ethnicities.
The key distinguishing characteristic of Support Seekers is that they say they do not get enough encouragement (99%). Support Seekers are also more likely to have health problems and are less physically active.
The possibility of combining Others Oriented and Support Seekers was briefly discussed, as these two segments are similar on many of the other attributes. However, on closer investigation, these two segments differ enough to warrant/require quite different campaigns. Thus, Support Seekers are the second segment to profile and target.
Detailed reports have been completed for these two priority segments and the executive summaries are also included in this Overview Report.
Although Busy & Stressed rate perceived lack of time (due to family and due to work) highest and appear the most stressed, they have a lower immediate priority and will be a target in a following year.
Contents | >> Next: Executive Summary: Others Oriented
Updated | 22 Mar 2007.
Skip page tools.
