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Using segmentation to co-design a healthy eating program

Anna Kitunen et al.

Health Marketing Quarterly2025https://doi.org/10.1080/07359683.2025.2478350article
AJG 1ABDC B
Weight
0.44

Abstract

Segmentation avoids "one size fits all" approach acknowledging that people differ in their needs and wants. This study applied segmentation during co-design to develop ideas for a healthy eating program for Australian Defence Force (ADF) personnel. Three co-design sessions were conducted with 73 ADF trainees to uncover segment-preferred solutions to encourage healthy eating. The segments provided different co-designed programs emphasising the need for tailored strategies. This study demonstrates how segmentation can be built into co-design process and the segmented preferences for a healthy eating program. The findings confirm that segmentation should be applied in health marketing ensuring effective resource allocation.

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https://doi.org/https://doi.org/10.1080/07359683.2025.2478350

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@article{anna2025,
  title        = {{Using segmentation to co-design a healthy eating program}},
  author       = {Anna Kitunen et al.},
  journal      = {Health Marketing Quarterly},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1080/07359683.2025.2478350},
}

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Using segmentation to co-design a healthy eating program

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Evidence weight

0.44

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.32 × 0.4 = 0.13
M · momentum0.57 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.