Introduction/Purpose: While the benefits of physical activity are well documented, actual physical activity levels across the United States are relatively low. One contributing factor is the lack of systematic segmentation efforts that target appropriate population segments. The purpose of this study was to identify the most appropriate population segment for physical activity programming in Utah. Methods: A three-round Delphi survey was conducted among 48 physical activity professionals in the state. The Delphi instrument consisted of seven demographic variables composed of 32 items. All items were ranked using two criteria: justifiable, a risk assessment; and probable, which was defined as the likelihood that the identified segment would increase its level of physical activity. Analysis involved the use of mean score ranks and confidence intervals (95%). A nominal group procedure was also conducted among seven physical education/healthy lifestyles curriculum directors representing 61 percent of all students enrolled in public schools statewide. Results/Conclusions: Results of qualitative methods revealed that children from middle-class income families be targeted in school settings. While Delphi survey participants suggested children are more likely than adolescents to engage in physical activity, nominal group participants suggested that childhood represents a period of life more conducive to developing strong attitudes, beliefs, and behaviors related to physical activity. This study demonstrated that the use of the Delphi and nominal group procedures was useful for initial audience segmentation, and that the planning process can benefit from expert opinion.
Learning Objectives: At the conclusion of this session, the participant will be able to: 1. Identify the value of qualitative methods among content experts to perform market segmentation. 2. Specify three ways segmentation contributes to the overall success of public health programs. 3. Describe the relative advantages of targeting physical activity programs to the specific audiences isolated in this study
Keywords: Social Marketing, Physical Activity
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.