POPULATION SEGMENTATIONwith Ninon Lewis

Early Years Collaborative: Learning Session 3

Objectives • Explore together population segmentation concepts and

strategies.• Distinguish between entire populations, subpopulations,

and project populations.• Discuss how to develop action plans to better

understand the needs of particular segments from a person-centred viewpoint. This can shape planning for resources, service delivery, and other supports to ensure that each family's needs are being met effectively.

• Understand how GIRFEC fits in.

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A couple of important notes before we begin…3

• There is no perfect way to segment a population.– Why? Because segmentation is contextual.

• There is no standard framework for segmentation. • If you have already begun a segmentation effort

within your CPP, build upon that and share your experience with others!

• “All models are wrong, but some are useful”

Suppose…4

Reduce youth violence in our

community

Gang members & other youth who engage in violence

Non-violent youth

Teachers, Policemen, Others who deal with youth

Adults

Community residents

Parents

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Why Segment?• You don’t have the resources to devote the same level of

effort to everyone without sacrificing your impact• Referring the family to a different service or professional for

each problem or trying to tackle all problems simultaneously will be overwhelming for the family

• “An effective intervention is planned and purposeful, based on a comprehensive assessment and staged to meet the family's needs and capacities over time.”

- Australian Institute for Family Studies

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When might you segment the population?

• When you're concerned about a particular segment of the population

• When the population is composed of a number of different segments

• When you'll need very different interventions to reach different segments of the population

• When some segments of the target population are easily reachable and others are not

Community Toolbox, 2013

A population of focus that you hold yourself accountable for.

Cannot be defined by a social or clinical condition

Modified graphic courtesy of Palmetto Health Note: The size of the rectangles is indicative of population size

From Overall Population to Intervention

A sub-population, e.g., high utilizing families from the larger population.

People who have “fallen through the cracks” of our system.

Modified graphic courtesy of Palmetto Health Note: The size of the rectangles is indicative of population size

A population of focus that you hold yourself accountable for.

Cannot be defined by a social or clinical condition

From Overall Population to Intervention

Sub-groups, people from the high utilization sub-population that can be stratified based upon relatively similar needs.

People who have “fallen through the cracks” of our system.

Sub-groups based more on needs and less on conditions.

Modified graphic courtesy of Palmetto Health Note: The size of the rectangles is indicative of population size

A population of focus that you hold yourself accountable for.

Cannot be defined by a social or clinical condition

A sub-population, e.g., high utilizing families from the larger population.

From Overall Population to Intervention

People who have “fallen through the cracks” of our system.

Interventions intended to address the needs of high utilization sub-groups, Plan Do Study Act cycles.

Sub-groups based more on needs and less on conditions.

Some interventions will work and some will not. All should result in learning and start on the smallest practical scale.

Modified graphic courtesy of Palmetto Health Note: The size of the rectangles is indicative of population size

A population of focus that you hold yourself accountable for.

Cannot be defined by a social or clinical condition

Sub-groups, people from the high utilization sub-population that can be stratified based upon relatively similar needs.

A sub-population, e.g., high utilizing families from the larger population.

From Overall Population to Intervention

Segmentation Strategies• Geographic• Demographic• Psychographic• Behavior• Service Utilization • Level of individual activation• Hierarchy of Needs• Vulnerability

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Click icon to add picture

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• Starting to take a new role. • Individuals do not feel confident enough to play an active role in their own

improvement. They are predisposed to be passive recipients of services.

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• Building knowledge and confidence.• Individuals lack confidence and an understanding of their health and well

being or recommended health regimen.

3

• Taking Action.• Individuals have the key facts and are beginning to take action but may

lack confidence and the skill to support their behaviors.

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• Maintaining behaviors.• Individuals have adopted new behaviors but may not be able to maintain

them in the face of stress or crises.

Levels of Activated Individuals

Model adapted from Patient Activation Measure

Hierarchy of Needs• Maslow suggested that humans have a natural drive to

fulfill their potential but this cannot be achieved unless other, more basic needs are first fulfilled.

• Parents may derive little benefit from or struggle to benefit from counseling or parenting programmes if they are unable to provide their children with appropriate clothing, fix the car, or replace a broken window.

• It is only when parents are able to meet the survival and safety and security needs of their family that they will be ready to attend any form of parenting intervention.

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Australian Institute for Family Studies

Map to ServicesClick icon to add picture

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Australian Institute for Family Studies

Vulnerability• Targeting the most vulnerable parents, families, and/or children.• Case Study: 100,000 Homes Campaign– Vulnerability Index:

• Screens for the social and health conditions that make people more likely to die on the streets and helps communities identify the most vulnerable people in their midst.

– Overview of Segmentation Technique

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So you’ve segmented…now what?• Can you define the number?• Know them by name! With Photos!• Create personas for others to learn from• Prioritize/triage• Use the 5 GIRFEC questions to guide your work:

– What is getting in the way of this child or young person’s wellbeing?– Do I have all the information I need to help this child or young person?– What can I do now to help this child or young person?– What can my agency do to help this child or young person?– What additional help – if any – may be needed from others?

• Determine what you want to accomplish with each segment and test, test, test!

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For Discussion1. Have you segmented the population you are trying

to reach?2. If yes, how are you currently segmenting and what

are your challenges?3. If no, how might you begin to try one of these

methods?4. Which segmentation strategy fits the best with your

work?5. If you could develop a standard vulnerability index,

what would it consist of?

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It can be done…• 100k Homes Campaign has housed 72,341

people via participating communities, and on track to exceed their goal of 100,000.

• From their efforts, have calculated a steady rate to eradicate homelessness in the US (house 2.5% of your community’s homeless population each month and make it part of your daily work)

• 100k Homes Campaign Year 2 Recap

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Thanks for Joining Us!

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Links to Videos1. http://

www.youtube.com/watch?v=7oktEUZyRog2. http://www.youtube.com/watch?v=Db-72KU

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