Decision Making Tool 3.3 Detailing Target Audiences

Instructions for Use:

Part 1: Determine ONE primary target audience - Write the potential primary target audiences in each column on row 1 as they have been cited throughout Step 3. Score them from 1 to 4 (1 lowest and 4 highest) based on the questions provided. Total each column. Select the ONE audience with the HIGHEST score as the promotion program primary target audience. Write on Products 2: Overview of Research and 3: Behavior Analysis. See Part 3 below to further segment this ONE audience.

Our primary target audience is: ___________________________________

Questions to Ask of Each Potential Primary Target Audience	Audience:	Audience:	Audience:	Audience:
Who is most affected?
Which group would benefit most from change?
Which group might be most responsive to change on this issue or call for improved practices?
TOTAL Score

Part 2: Identify the secondary and tertiary audiences - Answer the following questions. Identify 2-4 secondary audiences. Identify 1-3 tertiary audiences. Write secondary and tertiary audiences on Products 2: Overview of Research and 3: Behavior Analysis.

Question	Secondary Audiences?	Tertiary Audiences?
Who might use the messages or use promotion materials and activities (allies)?
Who might be required to ensure that products/services are available to practice the behavior(s) (providers)?
Who might encourage the primary audience to listen and respond to the feasible practice promoted and messages used (influencers)?

Part 3: Segment ONE primary audience - Review each characteristic to consider for the ONE primary target audience. Specify characteristics for this one primary target audience. Be specific: lists are offered, but only one characteristics per each row should be selected, for example, “education” - secondary.

Primary Audience:	Segmentation Characteristics
√	Example: Gender – Male and Female
	Gender – Male, Female
	Marital Status – Married, Single, Widowed
	Household Head – Female, Male
	Occupation – List out appropriate possible choices
	Education – None, Primary, Secondary, Post Secondary
	Residency Location – Urban, Peri-urban, Rural
	Area Type – Traditional, Formal, Informal
	Number of Children
	Number of Children under Five
	Sex of Children – Male, Female
	Income – use levels appropriate
	Age – child, teen, young adult, adult
	Language, note
	Household Size
	Race, Ethnic Group, note
	Community Status – be specific
	Community Role
	Consumer type – private, public, commercial, governmental, household, individual
	Present Customer
	Potential Customer
	Access to Sanitation Facilities
	Sewerage System-Type
	Access to Hygiene
	Access to Water Facilities

Decision Making Tool 3.3 Detailing Target Audiences

Step 3 Activities

Step 3 Decision Making Tools

Step 3 Products

Step 3 References