Cluster analysis is a common marketing tool for identifying groups of customers, clients, or consumers similar enough in demographics, behaviors, or attitudes to warrant specialized methods for targeting them with a desired message. We used cluster analysis on data from an integrated pest management (IPM) survey of the general public to categorize groups by their similarities with regard to IPM-related attitudes and behaviors. We describe how we used these data to target critical IPM messages in ways most likely to elicit positive behavior change. The methods we used could be applied in many disciplines to target Extension educational messages to diverse client groups.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.
Kratsch, H., Skelly, J., Hill, G., & Donaldson, S. (2017). Using Cluster Analysis to Target Educational Messages to Consumers. The Journal of Extension, 55(1), Article 25. https://doi.org/10.34068/joe.55.01.25