RMIT study - drinking related lifestyles

1. CASE STUDY: GOVERNMENT & SOCIAL
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Segmenting drinking related lifestyles
for behaviour change
The business issue
RMIT University, a partner of VicHealth, aimed to
identify key interventions to reduce the incidence
of harmful drinking amongst Victorians.
Our approach
The purpose of this research was to gain insights into
alcohol consumption and its connection to Victorians’
lives, to identify key segments and explore impact of
communications.
Latitude Insights recommended research that
explored values, attitudes and behaviour of the target
audience. In doing so, Latitude Insights was able to:
› Understand key behaviours and motivations to
provide behaviour change strategies
› Determine the reasons behind the limited impact
of previous campaigns on creating real behaviour
change
› Segment the target audiences to inform future
communications
› Identify the most compelling communications
messaging for each segment
The methodology
Latitude Insights designed two Insights
Communities to host 200 Victorians. One
community was designed for an 18-35 year old
demographic, whilst the other hosted those
30+years.
The results
The research provided RMIT with a
segmentation of drinking identities that future
communication directions.
Advantages of the methodology
› Both secure and accessible, giving members
the convenience of participating when and
where suits them
› Given the sensitive nature of the topic, the
online affords participants a degree of
anonymity. This in turn encourages more
honest and open feedback
› Discussions are both spontaneous and
prompted and therefore allows for greater
context within findings
› The iterative nature of the research gives
greater flexibility and ability to dig deeper and
go beyond the obvious