Audience segmentation to improve targeting of conservation interventions for hunters

Abstract

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.

Saving rodents, losing primates—Why we need tailored bushmeat management strategies

“…The utilization of most taxa was related to differing levels of environmental awareness, and consumption of primate meat to a cultural and educational context. Previous studies have shown that within a commodity chain the motivations for utilization of bushmeat can vary between user groups (Bachmann et al., 2019) and the determinants of specific taxa utilization can vary within the same user group (Catarina et al., 2017; East et al., 2005; Foerster et al., 2012; Jones et al., 2018; Luiselli et al., 2019). According to our results, determinants and preferences can vary not only between and within user groups, but also depending on taxa, revealing the full complexity.…”

“…Moreover, replacing this food source with alternative animal protein could substantially increase unsustainable exploitation of other resources including fish stocks, and lead to habitat degradation to provide grazing land (Brashares et al, 2004;Nasi et al, 2011). The extent to which primarily rare or abundant species are targeted can vary between hunters (Catarina et al, 2017;Jones, Keane, John, Vickery, & Papworth, 2018) and consumption choices can also have species-specific drivers (East, Kümpel, Milner-Gulland, & Rowcliffe, 2005;Foerster et al, 2012). Thus, if bushmeat is considered as a homogeneous resource, an analysis of the determinants of bushmeat utilization would primarily reflect the drivers of the utilization of abundant species with a high share of the total bushmeat biomass.…”

Local attitudes toward Apennine brown bears: Insights for conservation issues

“…Most of the literature in human dimensions of conservation has framed conflict over carnivore as a conflict of positions and values, possibly because most studies have looked at differences between stakeholder groups (Glikman, Bath, & Vaske, 2010;Jones, Keane, St John, Vickery, & Papworth, 2019), rather than exploring geographic variation at a fine spatial scale, as was done here. Values are considered to be deep rooted and difficult to change (Vaske & Donnelly, 1999).…”

Jaguar Persecution Without “Cowflict”: Insights From Protected Territories in the Bolivian Amazon

“…This finding is significant to conservation because social norms can be changed. For example, conservation efforts targeting well-respected individuals or institutions in a community can influence the social acceptability of specific behaviors (Veríssimo, 2013;Veríssimo and McKinley, 2016;Jones et al, 2019;Marchini and Macdonald, 2019). Furthermore, measurements of conservation success may need to include levels of persecution, rather than solely attitudes and beliefs, even though the behavior can be a more sensitive topic given legal regulations and potential consequences.…”