Social Marketing
Nutrition and Physical Activity


Step 1: Analyze Information Gaps

II. Target audienceII: Target Audience

Audience Segmentation
The process of audience segmentation will help you divide the audience into more homogeneous segments. This means grouping individuals in a segment so they are more like each other than they are like the general population.

photo of a group of mothers and children in restaurantAudience segmentation can take place during various parts of the formative research process. Depending on your situation, you may first need to identify the best way to segment the audience and then follow up to get more information about a specific segment. Or, you may already know how you would like to segment your audience, and can use formative research simply to gather more information about the segment. Regardless of the method you choose, the information you learn about your specific segment will inform your intervention strategy.