Kwon Nayoung, Stewart Rebecca E, Wang Xi, Marzalik Jacob S, Bufka Lynn F, Halfond Raquel W, Purtle Jonathan
Department of Social and Behavioral Sciences, Harvard T. H. Chan School of Public Health, Boston, MA, USA.
Department of Psychiatry, University of Pennsylvania Perelman School of Medicine, Philadelphia, PA, USA.
Implement Res Pract. 2023 Jul 7;4:26334895231185376. doi: 10.1177/26334895231185376. eCollection 2023 Jan-Dec.
Audience segmentation is an analysis technique that can identify meaningful subgroups within a population to inform the tailoring of dissemination strategies. We have conducted an empirical clustering audience segmentation study of licensed psychologists using survey data about the sources of knowledge they report most often consulting to guide their clinical decision-making. We identify meaningful subgroups within the population and inform the tailoring of dissemination strategies for evidence-based practice (EBP) materials.
Data come from a 2018-2019 web-based survey of licensed psychologists who were members of the American Psychological Association (APA; = 518, response rate = 29.8%). Ten dichotomous variables assessed sources that psychologists regularly consult to inform clinical decision-making (e.g., colleagues, academic literature, and practice guidelines). We used latent class analysis to identify segments of psychologists who turn to similar sources and named each segment based on the segment's most salient characteristics.
Four audience segments were identified: the No-guidelines (45% of psychologists), Research-driven (16%), Thirsty-for-knowledge (9%), and No-reviews (30%). The four segments differed not only in their preferred sources of knowledge, but also in the types of evidence-based posttraumatic stress disorder (PTSD) treatments they provide, their awareness and usage intention of the APA PTSD clinical practice guideline, and attitudes toward clinical practice guidelines.
The results demonstrate that licensed psychologists are heterogeneous in terms of their knowledge-seeking behaviors and preferences for knowledge sources. The distinctive characteristics of these segments could guide the tailoring of dissemination materials and strategies to subsequently enhance the implementation of EBP among psychologists.
受众细分是一种分析技术，可识别总体中的有意义子群体，为传播策略的定制提供依据。我们利用关于持证心理学家最常查阅的知识来源的调查数据，对他们进行了实证聚类受众细分研究，以指导其临床决策。我们识别了总体中的有意义子群体，并为循证实践（EBP）材料的传播策略定制提供依据。
数据来自2018 - 2019年对美国心理学会（APA）成员中的持证心理学家进行的基于网络的调查（n = 518，回复率 = 29.8%）。十个二分变量评估了心理学家在临床决策时经常查阅的知识来源（例如，同事、学术文献和实践指南）。我们使用潜在类别分析来识别转向相似知识来源的心理学家群体，并根据每个群体最突出的特征对其进行命名。
识别出四个受众群体：无指南群体（45%的心理学家）、研究驱动群体（16%）、求知若渴群体（9%）和无综述群体（30%）。这四个群体不仅在偏好的知识来源上存在差异，在他们提供的循证创伤后应激障碍（PTSD）治疗类型、对APA PTSD临床实践指南的知晓度和使用意愿，以及对临床实践指南的态度方面也有所不同。
结果表明，持证心理学家在寻求知识的行为和对知识来源的偏好方面存在异质性。这些群体的独特特征可为传播材料和策略的定制提供指导，从而促进心理学家中循证实践的实施。
