Skip to main content

Table 1 Audience segmentation in the ‘Get Your Life Back’ campaign

From: ‘Get Your Life Back’: process and impact evaluation of an asthma social marketing campaign targeting older adults

Segment Sample size (n = 3,757)* Proportion of population Recent experience of respiratory symptoms Ever received an asthma diagnosis
Wheezers 540 14.4% YES YES
Breathers 112 3.0% NO YES
Strugglers 1,303 34.8% YES NO
Bloomers 1,792 47.8% NO NO
  1. *Sample from initial formative research [20].