Doelgroepsegmentatie is een methode om een heterogene doelgroep op te delen in afzonderlijke, meer homogene subgroepen met als doel (gezondheids)boodschappen specifieker af te stemmen op deze subgroepen. Tot nu toe vond doelgroepsegmentatie vooral plaats op basis van socio-demografische kenmerken. Op basis van resultaten uit marktonderzoek verwachten we echter dat segmentatie op attituden en waarden meer aanknopingspunten voor interventies op zal leveren. Daarom is in dit onderzoek nagegaan of het mogelijk was jongeren in te delen in segmenten als het gaat om hun waarden en attituden ten aanzien van alcohol. In totaal bleken vijf segmenten onderscheiden te kunnen worden, die van elkaar verschilden in ‘afkeer van dronkenschap’, ‘alcohol als norm’, ‘behoefte aan waardering’, ‘hedonistische associaties’, ‘desinteresse in alcohol’ en alcoholgebruik. In een workshop met experts zijn de segmenten verder ‘ingekleurd’ en mogelijke gezondheidsboodschappen en beleidsmaatregelen per segment benoemd.
Abstract
Adolescents and alcohol: audience segmentation on values and attitudes
Audience segmentation is a method whereby a heterogeneous population is divided into more homogeneous subgroups aimed at tailoring (health) messages specific to these subgroups. So far, audience segmentation is especially based on demographic characteristics. Based on the results of marketing research, however, we may expect that segmentation based on attitudes and values offers a better starting point for public health interventions. That is why in this study we examined whether it was possible to identify different segments regarding attitudes and values of adolescents with respect to alcohol. Five segments were found, which differed from each other in ‘aversion to drunkenness’, ‘alcohol is normal’, ‘admiration by others’, ‘alcohol as enjoyment’ and ‘lack of interest in alcohol’. Finally, in a workshop with experts, these segments were described in more detail. Moreover, these experts explained possible health messages and policy measures for each of the distinguishing segments.
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Mathijssen, J., van Bon-Martens, M. & van de Goor, I. Jongeren en alcohol: doelgroepsegmentatie op waarden en attituden. Tijds. gezondheids.wetenschappen 89, 282–288 (2011). https://doi.org/10.1007/s12508-011-0091-4
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DOI: https://doi.org/10.1007/s12508-011-0091-4