SEGMENT: Applicability of an Existing Segmentation Technique to TDM Social Marketing

016844292018Final ReportPDFTech ReportNITC-RR-1057Segmentation (Communications)Travel demand managementSocial mediaTravel behaviorValidationSegmentation TechniqueTDMSocial MarketingData and Information TechnologyPlanning and ForecastingTransportation (General)United StatesNational Institute for Transportation and Communities (NITC)Winters, PhilipLester, AmyPham, MinhUniversity of South Florida. Center for Urban Transportation ResearchNational Institute for Transportation and Communities (NITC)University Transportation Centers Program (U.S.)US Transportation CollectionSocial 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 studie