When Less is More: A Short-form Tool to Increase Segmentation Implementation
Authors: Carins Julia , Kitunen Anna , Rundle-Thiele Sharyn 
Published: July 2022

Background

Segmentation remains underutilised in social marketing research and practice. Simple segmentation tools that are easy to administer and simple for audience members to complete may increase the use of segmentation across the social marketing process.

Focus of the Article

Segmentation is a foundational marketing principle which allows marketers to tailor marketing activity to the needs of specific groups (segments). Evidence shows that behaviour change is more likely when more principles are used, yet segmentation remains underutilised. Data-driven methods are used to identify segments based on several variables collected via surveys, but they take time, require large sample sizes and technical analyses; and can be costly and time consuming.

Importance to the Field

Simple diagnostic tools are needed to simplify data collection and increase the use of key social marketing principles such as segmentation.

Methods

Three studies were conducted to create and verify a short diagnostic segmentation tool and later refine a tool that reflects contemporary social marketing practice. The first employed multiple linear regression to predict segment membership based on previously performed two-step cluster analysis. The second applied the tool to another data set to verify whether the tool could predict segment membership accurately. The final study delivers a short diagnostic tool following the same development approach to a data set drawn from a larger sample that included objective measures ensuring focus moved beyond how individuals think and feel.

Results

Segments in the first study had been defined by five variables (derived from 16 survey questions). The tool was able to predict segment membership to a high level of accuracy from five questions. In the second study the tool was used to predict segments, which had high correspondence to the segments identified in that analysis, which was also based on five variables (16 questions). The third study extended development to an analysis using 16 defining variables, based on 40 survey questions. The final tool predicted segment membership to a high degree of accuracy based on five survey questions.

Recommendations for Research or Practice

Segmentation is important for developing understanding that enables social marketers to design social change programs to meet the needs of more people. This simple tool developed and verified within and across samples has potential to simplify data collection enabling greater uptake of segmentation in social marketing practice. The final tool incorporated objective measures to ensure segmentation moves beyond the myopic consumer focus that has dominated social marketing. Future research could use the approach in this paper to derive short diagnostic tools with a broader range of behavioural contexts and with more diverse populations.

Limitations

The behavioural measures used in these studies were self-report measures, and the use of a more objective measure would further strengthen both the segmentation analysis and short diagnostic tool.