Audience segmentation

Good evening!

Last week we discussed audience segmentation. Segmentation seems like it will be an asset for marketing health communication campaigns since it increases the efficiency and effectiveness of the message. I particularly enjoyed taking the VALS survey during lecture. It was interesting to see the types of questions that were asked and I wonder what the face validity of the answers is accurate. The profiling and audience segmentation that we will do this coming week for our group assignment will provide us invaluable information for the next project.

The readings for this week were interesting and a lot easier to read than previous readings we have had this semester thus far. My assumption is that we will find something similar to the TAAG segments. There will be a variety of segments for our population and we will want to tailor messages (high and low involvement) to those 6-8th graders who we think we can elicit behavior change first, and then later interventions we can target audiences who will be more difficult to change their behavior. I look forward to the information that our questionnaire and interviews will yield and the subsequent audience segmentation.