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Benefit-Based Audience Segmentation: A Tool for Identifying Nonindustrial Private Forest (NIPF) Owner Education Needs

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Abstract:

Providing relevant forestry education and assistance to nonindustrial private forest (NIPF) landowners is necessary to encourage informed decisionmaking on these lands. To be accepted and implemented on a wide scale, forestry outreach efforts must take into account the diversity of goals that NIPF owners have for their land. Benefit-based audience segmentation techniques can be a valuable method of identifying meaningful subgroups of landowners who desire similar outcomes from their forest property and who will respond to similar communication strategies. For this study, we surveyed and interviewed Utah NIPF owners in three counties and identified three audience segments: amenity-focused landowners, multiple-benefit landowners, and passive landowners. After comparing the demographics, forestland characteristics, attitudes toward forest management, and learning preferences of these three audience segments, we discuss specific approaches for reaching them with forestry information.

Keywords: market segmentation; nonindustrial private forestland (NIPF); outreach

Document Type: Research Article

Publication date: December 1, 2006

More about this publication?
  • The Journal of Forestry is the most widely circulated scholarly forestry journal in the world. In print since 1902, the Journal has received several national awards for excellence. The mission of the Journal of Forestry is to advance the profession of forestry by keeping forest management professionals informed about significant developments and ideas in the many facets of forestry: economics, education and communication, entomology and pathology, fire, forest ecology, geospatial technologies, history, international forestry, measurements, policy, recreation, silviculture, social sciences, soils and hydrology, urban and community forestry, utilization and engineering, and wildlife management. The Journal is published bimonthly: January, March, May, July, September, and November.
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