Illustration of a market segmentation technique using family-focused prevention program preference data

Abstract

Using family-focused prevention programs as an example, this paper illustrates how consumer research techniques can be employed to segment populations targeted for the promotion of preventive interventions. Two multivariate statistical techniques, conjoint analysis and cluster analysis, can be used to clarify differences in program preferences among target population segments which can be helpful in tailoring program promotions to those segments. Following a summary of the rationale and indications for preference-based segmentation, an application of the two techniques is presented. Using data on parents' preferences for various features of family skills programs, three clusters were identified which varied along several dimensions, including preferred level of effort expended for a program. Practical strategies for program promotions suggested by segmentation analyses are outlined.