SEGMENT: Applicability of an Existing Segmentation Technique to TDM Social Marketing Campaigns in the United States
This project was funded by the National Institute for Transportation and Communities (NITC) under grant number NITCN-RR-1057. The PI would like to acknowledge graduate student Minh Pham for his assistance with the statistical analysis portion of this project, and for his contributions to the development of segment groups and the “golden questions.”
Social Marketing, Transportation Demand Management
Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. Social marketing is a useful transportation demand management (TDM) planning approach to promote travel-behavior change. The purpose of this study was to explore a consumer market segmentation technique (SEGMENT) successfully used in Europe for its applicability to social marketing campaigns in the United States. Major contributions of this project are the validation of a successful existing segmentation technique for applicability in the United States, which will maximize the impact of TDM social marketing campaigns on changing travel behavior and reduce the costs of customized segmentation studies.
Winters, P.L., Lester, A.B., & Pham, M. SEGMENT: Applicability of an Existing Segmentatio Technique to TDM Social Marketing Campaigns in the United States. NITC-RR-1057. Portland, OR: Transportation Research and Education Center (TREC), 2018. https://doi.org/10.15760/trec.210
This is a final report, NITC-RR-1057, from the NITC program of TREC at Portland State University, and can be found online at: https://nitc.trec.pdx.edu/research/project/1057
Data for this report is located here: https://doi.org/10.15760/TREC_datasets.02