Nature Pill. An audience segmentation for campaign promoting spending more time in nature.

Klaudia Kowalik, Simone Hope Kim Bødtker Laustsen & Clemente Guidi

Studenteropgave: Fagmodulprojekt

Abstrakt

The growth of modern diseases related to mental distresses and physical inactivates is outpacing the counteractive actions. In order to combat those problems, people should engage with nature on more occasions since several scientific studies have shown a connection between spending time in nature, and improved health. This project conceptualized a communication campaign that would promote spending more time in nature for working population as an audience. We performed segmentation of given group by utilizing survey design. The cluster analysis revealed three profiles: the Nature Lovers, the Nature Appreciators, and the Nature Sceptics. Results of the survey were analyzed through theory of innovation, concept of adaptors and opinion leaders. The finding implied different characteristic and motivations between the groups that can serve as strategic tools in campaign design.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor
SprogEngelsk
Udgivelsesdato10 dec. 2019
VejledereLis Hornø

Emneord

  • Diffusion Theory
  • Audience Segmentation