This paper describes the initial steps in target market
segmentation and evaluation as part of an
industry-linked research project to develop a social
marketing program for sun protection. The Project
Reference Group developed a set of segmentation
evaluation criteria based on recommendations from
marketing and health promotion literature, as well as
adding criteria specifically relevant to the industry
partner. The process enabled an informed, representative
and defensible selection of a primary target market as
an initial starting point for further target market
research and segmentation. It also demonstrated that
bridging terminology from the fields of marketing and
health promotion as well as including context-specific
evaluation criteria can enhance target market
segmentation in social marketing. pdf
