ILLUSTRATION OF A MARKET-SEGMENTATION TECHNIQUE USING FAMILY-FOCUSED PREVENTION PROGRAM PREFERENCE DATA

Using family-focused prevention programs as an example, this paper ill ustrates how consumer research techniques can be employed to segment p opulations targeted for the promotion of preventive interventions. Two multivariate statistical techniques, conjoint analysis and cluster an alysis, can be used to clarify differences in program preferences amon g target population segments which can be helpful in tailoring program promotions to those segments, Following a summary of the rationale an d indications for preference-based segmentation, an application of the two techniques is presented, Using data on parents' preferences for v arious features of family skills programs, three clusters were identif ied which varied along several dimensions, including preferred level o f effort expended for a program, Practical strategies for program prom otions suggested by segmentation analyses are outlined.