Public health programs are starting to recognize the need to move beyond a one-size-fits-all approach in demand generation, and instead tailor interventions to the heterogeneity underlying human decision making. Currently, however, there is a lack of methods to enable such targeting. We describe a novel hybrid behavioral-psychographic segmentation approach to segment stakeholders on potential barriers to a target behavior. We then apply the method in a case study of demand generation for voluntary medical male circumcision (VMMC) among 15–29 year-old males in Zambia and Zimbabwe. Canonical correlations and hierarchical clustering techniques were applied on representative samples of men in each country who were differentiated by their underlying reasons for their propensity to get circumcised. We characterized six distinct segments of men in Zimbabwe, and seven segments in Zambia, according to their needs, perceptions, attitudes and behaviors towards VMMC, thus highlighting distinct reasons for a failure to engage in the desired behavior.

中文翻译：

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在自愿医学男性包皮环切术中产生有针对性的需求的心理行为分割方法的案例研究

公共卫生项目开始认识到需要超越一刀切的需求产生方法，而是根据人类决策的异质性量身定制干预措施。然而，目前缺乏实现这种定位的方法。我们描述了一种新颖的混合行为心理细分方法，以根据目标行为的潜在障碍来细分利益相关者。然后，我们将该方法应用于赞比亚和津巴布韦 15-29 岁男性自愿医疗男性包皮环切术 (VMMC) 需求生成的案例研究。典型相关性和层次聚类技术被应用于每个国家的男性代表性样本，这些男性根据他们接受包皮环切术的潜在原因进行区分。