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

Author:

Sgaier Sema K123ORCID,Eletskaya Maria4,Engl Elisabeth1,Mugurungi Owen5,Tambatamba Bushimbwa6,Ncube Gertrude5,Xaba Sinokuthemba5,Nanga Alice7,Gogolina Svetlana7,Odawo Patrick8,Gumede-Moyo Sehlulekile79,Kretschmer Steve1

Affiliation:

1. Surgo Foundation, Seattle, United States

2. Department of Global Health and Population, Harvard T.H. Chan School of Public Health, Boston, United States

3. Department of Global Health, University of Washington, Seattle, United States

4. Cello Health Insight, London, United Kingdom

5. Ministry of Health and Child Care, Harare, Zimbabwe

6. Mother and Child Health, Ministry of Community Development, Lusaka, Zambia

7. Ipsos Healthcare, London, United Kingdom

8. Ahimsa Group LLC, Nairobi, Kenya

9. Faculty of Epidemiology and Population Health, London School of Hygiene and Tropical Medicine, London, United Kingdom

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 circumcised. We characterized six distinct segments of men in Zimbabwe, and seven segments in Zambia, according to their needs, perceptions, attitudes and behaviors towards VMMC, thus highlighting distinct reasons for a failure to engage in the desired behavior.

Funder

Bill and Melinda Gates Foundation

Publisher

eLife Sciences Publications, Ltd

Subject

General Immunology and Microbiology,General Biochemistry, Genetics and Molecular Biology,General Medicine,General Neuroscience

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