Directory of financial well-being segments
Segment 1 Undisciplined, Unhealthy, Uninformed & Price-Sensitive
I’m moderately educated, but I’m not at all that knowledgeable about financial or health issues. I lack financial discipline, often missing my credit card payments, and I have no long-term financial plan. I do not feel financially secure, and since I struggle to make payments, I really don’t have extra capital to invest in the market…more
Segment 2 Confident, Independent, Sophisticated & Healthy
I am educated and know how to manage my finances, but I don’t have enough money to feel completely secure. I’m disciplined and I understand investment risk but I don’t always have enough money to make spending lots of time on finances worthwhile. This financial insecurity makes me moderately price sensitive…more
Segment 3 – Satisfied & Uninterested Segment 3
I’m moderately educated with a good job and a good health plan. I feel very financially secure but I don’t enjoy dealing with finances. I’m really not interested in HDHP/HSA because I have a good plan already and I’m not interested in managing health expenses. Furthermore, I don’t want to price shop for medical care…more
Segment 4 – Knowledgeable, Engaged & Price-Sensitive
I am educated and know how to manage my finances, but I don’t have enough money to feel completely secure. I’m disciplined, and I understand investment risk, but I don’t always have enough money to make spending lots of time on finances worthwhile. This financial insecurity makes me moderately price sensitive…more
Segment 5 – Knowledgeable and Content
I am educated with a good job and a very good health plan. Since I’m quite satisfied with my current plan, I’m not very interested in HDHPs and see no need to raise my deductible from its current low level. The idea of an HSA is interesting, and I do understand finances a bit…more
Segment 6 – Worried about Health Expenses
I’m reasonably educated with a pretty good job, but I’m not so thrilled with my current plan. I definitely wouldn’t mind lowering my health expenses. The idea of an HDHP is intriguing if it will lower my premiums but I’m worried that it will end up costing me more money…more
Segment 7 – Insecure Bargain-Hunters
I am moderately educated, and I have a fairly low salary. I don’t understand finances or tax savings but my income is low enough it may not be worthwhile anyway. I am not very financially disciplined and often miss payments, although this may also reflect general financial insecurity…more
Here are the Personatm results.
This Directory of Segments provides access to each of the seven segments that resulted from the Personatm research. Clicking on any of the segments delivers a more detailed personification, a demographic profile and a summary of key attitudes.
What is segmentation?
Segmentation divides a population into groups, called segments, each attitudinally different from one another.
What are attitudinal segments?
Attitudinal segments are like-minded consumer groups identified through survey responses to statements about consumers’ needs, attitudes, and behaviors toward health and finance benefits.
How are segments formed?
A computer process called cluster analysis reviews consumers’ responses to a comprehensive survey about health and finance. The process groups consumers into a pre-selected number of segments based on similarities and differences in their responses.
How are segments used? Communicators use the attitudinal similarities and differences between the segments to create messages to which consumers will resonate more than to one-size-fits-all communications.
Using Personatm segments you can:
Cost effectively target and personalize communications to change the minds of “non-engagers”.
Ready for a deeper dive into attitudinal research?
Our Research Resources help you do it. Learn how Personatm experts build a segmentation and define the segments. You’ll also see how easy it is to apply Persona for your use!
Next read our blog about using personalization to reduce health and finance anxiety
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