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.

公共卫生计划开始认识到在产生需求时需要超越一种万能的方法，而是将干预措施调整为适应人类决策基础的异质性。但是，目前缺乏实现这种目标的方法。我们描述了一种新颖的混合行为心理学表述分割方法，以将利益相关者细分为目标行为的潜在障碍。然后，我们将该方法应用于在赞比亚和津巴布韦的15-29岁男性中，自愿性男性包皮环切术（VMMC）需求产生的案例研究。典型的相关性和等级聚类技术应用于每个国家的代表性男性样本，这些样本因其割礼倾向的根本原因而有所区别。