The Healthy Foundations Life-stage Segmentation Project
Dominic McVey, Director of Research National Social Marketing Centre London England
[email protected] [email protected]
The roots of social marketing two parents
Social policy
social sciences social reform social good
Marketing
commercial & public sector
SOCIAL MARKETING
Both areas contribute valuable expertise, skills, techniques and theory
Defining social marketing
the systematic application of marketing, alongside other concepts and techniques, to achieve specific behavioural goals, for a social or public good
marketing and other concepts and techniques
systematic application
for social good
behavioural goals
The Essential Attributes of a Social Marketing Intervention
1. BEHAVIOUR CHANGE 2. CONSUMER RESEARCH 3. SEGMENTATION & TARGETING 4. EXCHANGE 5. COMPETITION 6. MARKETING MIX
The Essential Attributes of a Social Marketing Intervention
1. BEHAVIOUR CHANGE 2. CONSUMER RESEARCH
3. SEGMENTATION & TARGETING
4. EXCHANGE 5. COMPETITION 6. MARKETING MIX
Deep insight and understanding of people underpins effective social marketing
The Insight agenda
Customer Centred Services Customer Satisfaction Metrics Deliberative Polling
Holistic view of the customer
Engaging with the Citizen Customer Journey Mapping
Effective targeting of limited resources The best preparation for governing is listening to the British people Gordon Brown PM
The Insight agenda
A deep truth about the citizen based on their behaviour, experience, beliefs, needs or desires, that is relevant to the task or issue and rings bells with targeted people
Sir David Varneys Review of Service Transformation 2007
The Insight agenda
A deep truth about the citizen based on their behaviour, experience, beliefs, needs or desires, that is relevant to the task or issue and rings bells with targeted people
Sir David Varneys Review of Service Transformation
We need to exploit customer insight as a strategic asset
Do we exploit insight as a strategic asset?
The competition exploit insight as a strategic asset?
For example the competition to a healthy eating campaign are those that market unhealthy food
The Stacker Quad Burger
A new Burger King Product
4 burgers+ 4 slices of cheese + 4 slices of bacon NO SALAD = 70% of your daily calorie intake
The Stacker Quad Burger
A new Burger King Product
Were satisfying the serious meat lovers by leaving off the produce and letting them decide exactly how much they can handle
Denny Marie Post Chief Concept Officer Burger King
4 burgers+ 4 slices of cheese + 4 slices of bacon NO SALAD = 70% of your daily calorie intake
We listened to consumers who said they wanted to eat fresh fruit but apparently they lied.
Wendys Spokesperson
A typical buyer isnt driving in there with a BMV and an expense account. Theyve got a couple of bucks in their pocket and their big objective is to get full
Anti fast-food backlash Healthy eating is more a state of intention than it is of action Burger King
The Stacker Quad Burger
A new Burger King Product
Were satisfying the serious meat lovers by leaving off the produce and letting them decide exactly how much they can handle
Denny Marie Post Chief Concept Officer Burger King
4 burgers+ 4 slices of cheese + 4 slices of bacon NO SALAD = 70% of your daily calorie intake
Research and Insight plenty of it!
Industry monitoring Social climate monitoring Consumer research Family Shopping behaviour
We listened to consumers who said they wanted to eat fresh fruit but apparently they lied.
Wendys Spokesperson
A typical buyer isnt driving in there with a BMw and an expense account. Theyve got a couple of bucks in their pocket and their big objective is to get full
Anti fast-food backlash
Healthy eating is more a state of intention than it is of action Burger King
Do we exploit insight as a strategic asset?
What messages do teenagers hear on the radio?
Dont smoke or youll become impotent!
What messages do teenagers hear on the radio?
Drugs will fry your brain find out more
Youre eating too much !
Dont be a binge drinker!
Dont smoke or youll become impotent!
What messages do teenagers hear on the radio?
Drugs will fry your brain find out more
Youre eating too much !
Dont be a pregnant teenager
Dont be a binge drinker! Dont take risks Dont drink and drive
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Dont smoke or youll become impotent!
What messages do teenagers hear on the radio?
Drugs will fry your brain find out more
Youre eating too much !
Dont carry knives!
Dont be a pregnant teenager
Dont be a binge drinker! Dont take risks Dont drink and drive
Do you know someone who has a gun?
The Citizen at the centre
Define the priority target groups? What do they need? How will we reach then?
SEGMENTATION
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The Healthy Foundations Life-stage Segmentation Project
A segmentation of the population
looking at the drivers of behaviour across smoking, obesity, alcohol/substance abuse, sexual health and mental health.
Explore the feasibility of multiple issue work streams for social marketing
For example, where appropriate tackling common drivers across issues.
In short providing the basis for a cross-issue view of the population, enabling DH to more accurately target those who need help.
Who is Involved?
Plus external experts from the academic and market research sectors
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The project was concerned with the health issues covered by the primary PSA (Public Service Agreement) targets in England:Obesity Mental Health Drugs & Substance Misuse Sexual Health Smoking Alcohol abuse
The specific objectives of the research review were:
To map target groups as currently defined and / or segmented To identify common drivers of behaviour shared by target groups across issues To identify knowledge gaps in the existing research base
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Scoping Stage
Over 80 reports/papers reviewed
Academic research reviews on health and behaviour change
Qualitative and quantitative market research reports commissioned by the DH across the six health issues
Government strategy documents
A list of reports suggested by COI, DH . NSMC , NCC and other expert contacts.
Epidemiological data e.g. Health Survey for England
Wide range of segmentation techniques
SOCIO-DEMOGRAPHIC
GEO-DEMOGRAPHIC
BEHAVIOURAL
PSYCHO-GRAPHIC AND ATTITUDINAL
EPIDEMIOLOGICAL
SERVICE UTILISATION
SOCIAL NETWORK ANALYSIS
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Grouping the drivers of behaviour by type and function
Individual Controlling factors
Long/ short term view Complacency /disassociation Self confidence Self respect Self efficacy
Environmental Controlling Factors
Life-stage Peer-pressure Social norms Level of parental control Deprivation/social exclusion
Drivers related to the activity itself
Pleasure Escape Excitement Addiction Habit
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Motivation/Engagement with health and well being
Possible Constructs Self Esteem Self Efficacy Locus of Control Health Consciousness Attitudes to Healthy Living Fatalism Attitude to Risk Short term Long term view of health /life Aspirations Anticipated Regret Behavioural Intentions Social Desirability Bias
high motivation
fighting
thriving
- environment
+ environment
surviving
disengaged
low motivation
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More effective targeting / Service redesign Health inequalities, reducing the gap
- environment
high motivation
fighting
thriving
+ environment
Exploring resilience
surviving disengaged
A more sophisticated understanding of people
low motivation
Personal Agency versus Structure
high motivation
fighting
thriving
- environment
+ environment
surviving
disengaged
low motivation
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The Hypothesis
(16)
25 39
40 59
Older settlers
(no dependents)
(65)
Younger settlers
(no dependents)
( - 9mths)
Cohabiting
06
7 11
(9)
12 15
(18)
(14)
16 24
(40)
couples
(20)
45 59
(75)
60 74
Active
(80)
(60)
75+
Ageing
Childhood
Discovery teens
Freedom years
Alone again
retirement
retirement
Younger jugglers
(dependents)
Older jugglers
(dependents)
High motivation
Fighters
Thrivers
- Environment
+ Environment
Survivors
Disengaged
Low motivation
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Next steps.
Next Steps
This is a hypothesis not the finished segmentation We are refining the motivation and environment axes We are testing the model: Large survey of the general population of England Autumn 2008 Qualitative studies of key segments within life-stage Spring 2009
In depth customer insight and segmentation within life-stage
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Segmentation
My goal is simple.
It is complete understanding of the universe, why it as it is and why it exists as all.
Stephen Hawking
Segmentation
My goal is simple.
It is complete understanding of the universe, why it as it is and why it exists as all.
Stephen Hawking
Nothing is particularly hard if you break it down into small jobs Henry Ford
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England is hosting the first ever World Social Marketing Conference
Brighton: A European Healthy City
29th - 30th September 2008
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