Identifying population segments for effective intervention design and targeting using unsupervised machine learning: an end-to-end guide

One-size-fits-all interventions that aim to change behavior are a missed opportunity to improve human health and well-being, as they do not target the different reasons that drive people’s choices and behaviors. Psycho-behavioral segmentation is an approach to uncover such differences and enable the design of targeted interventions, but is rarely implemented at scale in global development. In part, this may be due to the many choices program designers and data scientists face, and the lack of available guidance through the process. Effective segmentation encompasses conceptualization and selection of the dimensions to segment on, which often requires the design of suitable qualitative and quantitative primary research. The choice of algorithm and its parameters also profoundly shape the resulting output and how useful the results are in the field. Analytical outputs are not self-explanatory and need to be subjectively evaluated and described. Finally, segments can be prioritized and targeted with matching interventions via appropriate channels. Here, we provide an end-to-end overview of all the stages from planning, designing field-based research, analyzing, and implementing a psycho-behavioral segmentation solution. We illustrate the choices and critical steps along the way, and discuss a case study of segmentation for voluntary medical male circumcision that implemented the method described here. Though our examples mostly draw on health interventions in the developing world, the principles in this approach can be used in any context where understanding human heterogeneity in driving behavior change is valuable.