Cluster analysis is a common marketing tool for identifying groups of customers, clients, or consumers similar enough in demographics, behaviors, or attitudes to warrant specialized methods for targeting them with a desired message. We used cluster analysis on data from an integrated pest management (IPM) survey of the general public to categorize groups by their similarities with regard to IPM-related attitudes and behaviors. We describe how we used these data to target critical IPM messages in ways most likely to elicit positive behavior change. The methods we used could be applied in many disciplines to target Extension educational messages to diverse client groups.

Extension professionals often assess community needs to determine programs and target audiences. Data can be collected through surveys, focus group and individual interviews, meta-analysis, systematic observation, and other methods. Knowledge gaps are identified, and programs are designed to resolve the deficiencies. However, do Extension professionals look deeply enough into the data to identify subgroups that will allow more targeted programs, or are programs based on only superficial analysis? Cluster analysis allows data to reveal demographic patterns and relationships involving survey respondents. It allows Extension professionals to more precisely target program audiences and thus effectively achieve program impacts.