Step 1: Analyze Information Gaps
II: 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.
Audience 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.
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