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Audience segmentation to improve targeting of conservation interventions for hunters

机译：受众分割，以改善猎人保护干预措施的目标

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Audience segmentation could help improve the effectiveness of conservation interventions. Marketers use audience segmentation to define the target audience of a campaign. The technique involves subdividing a general population into groups that share similar profiles, such as sociodemographic or behavioral characteristics. Interventions are then designed to target the group or groups of interest. We explored the potential of audience segmentation for use in defining conservation target groups with a case study of hunters in Liberia. Using 2 data sets describing households (n = 476) and hunters (n = 205), we applied a clustering method in which infinite binomial mixture models group hunters and households according to livelihood and behavior variables and a simple method to define target groups based on hunting impact (hunting households and high-impact hunters). Clusters of hunters and households differed in their experiences with confiscation of catch at roadblocks and participation in livelihood-support programs, indicating that these interventions operate unevenly across subsets of the population. By contrast, the simple method masked these insights because profiles of hunting households and high-impact hunters were similar to those of the general population. Clustering results could be used to guide the development of livelihood and regulatory interventions. For example, a commonly promoted agricultural activity, cocoa farming, was practiced by only 2% (out of 87) of the largest hunter cluster of nonlocal gun hunters but was prevalent among local trappers, suggesting that assistance aimed at cocoa farmers is less appropriate for the former group. Our results support the use of audience segmentation across multiple variables to improve targeted intervention designs in conservation.
机译：观众细分有助于提高保护干预措施的有效性。营销人员使用受众分割来定义活动的目标受众。该技术涉及将一般人群分为共享类似档案的组，例如社会阶乘或行为特征。然后旨在旨在针对组或感兴趣的群体。我们探讨了在利比里亚猎人的案例研究定义保护目标群体的受众分割的潜力。使用描述家庭（n = 476）和猎人（n = 205）的2个数据集，我们应用了一种聚类方法，其中无限的二项式混合物模型根据生计和行为变量进行组猎人和家庭以及基于的简单方法定义目标组狩猎影响（狩猎家庭和高冲击猎人）。猎人和家庭的集群在守则和参与生计支持计划的情况下，他们的经验不同，这表明这些干预措施在人口的子集中不均匀地运作。相比之下，简单的方法掩盖了这些见解，因为狩猎家庭和高冲击猎人的曲线与一般人群的曲线相似。聚类结果可用于指导生计和监管干预的发展。例如，普遍促进的农业活动，可可耕种，仅仅2％（87分）的非本地枪猎人最大的猎人群，而是在当地捕手中普遍存在，这表明针对可可农民的援助不太适当前组。我们的结果支持在多个变量中使用观众分割，以改善保护的目标干预设计。

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