■受众细分是一种分析技术,可以在人群中识别有意义的子群体,以告知对传播策略的定制。我们使用有关他们最经常咨询的知识来源的调查数据,对有执照的心理学家进行了实证聚类受众细分研究,以指导他们的临床决策。我们确定了人群中有意义的亚组,并为基于证据的实践(EBP)材料的传播策略提供了定制。
■数据来自2018-2019年对美国心理学会成员的持牌心理学家的网络调查(APA;N=518,反应率=29.8%)。十个二分变量评估了心理学家定期咨询以告知临床决策的来源(例如,同事们,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来源的心理学家的片段,并根据片段的最显著特征命名每个片段。
■确定了四个受众群体:无指南(45%的心理学家),研究驱动(16%),渴求知识(9%),和无评论(30%)。这四个部分不仅在他们喜欢的知识来源上有所不同,而且在他们提供的基于证据的创伤后应激障碍(PTSD)治疗类型中,他们对APAPTSD临床实践指南的认识和使用意图,以及对临床实践指南的态度。
■结果表明,有执照的心理学家在寻求知识的行为和对知识来源的偏好方面是异质的。这些部分的独特特征可以指导定制传播材料和策略,以随后在心理学家中加强EBP的实施。
受众细分是一种传播策略,它根据他们的信念将一组目标用户或受众分类为有意义的子组,行为,和/或其他特征。像许多其他科学或医学领域一样,由于实践挑战,临床心理学也难以在日常实践中使用经过临床测试的心理治疗(或EBP)。为了帮助解决这些障碍,像美国心理学会(APA)这样的专业组织发布临床实践指南,从业者可以使用这些指南来了解有关EBP的更多信息。然而,即使这些临床实践指南也不经常使用,因此,这项研究采用了受众细分分析来更好地理解心理学家的不同态度,行为,以及有关临床实践指南和其他临床信息来源的偏好。我们的研究发现,在大约600个APA注册的心理学家中,有四个不同的亚组,基于他们喜欢的知识来源:无指南(45%的心理学家),研究驱动(16%),求知欲(9%),和无评论(30%)。每个亚组提供的循证治疗类型也各不相同,以及他们的意识,愿意使用,以及对临床实践指南的态度。这一结果表明,有执照的心理学家不是一个统一的群体,传播策略应该根据每个亚组的特征进行调整,以最大限度地增加心理学家对EBP的使用。
UNASSIGNED: 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.
UNASSIGNED: Data come from a 2018-2019 web-based survey of licensed psychologists who were members of the American Psychological Association (APA; N = 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.
UNASSIGNED: 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.
UNASSIGNED: 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.
Audience segmentation is a dissemination strategy that categorizes a group of intended users or audience into meaningful subgroups based on their beliefs, behaviors, and/or other characteristics. Like many other scientific or medical fields, clinical psychology also struggles to use clinically tested psychological treatments (or EBPs) in everyday practice due to practical challenges. To help address such barriers, professional organizations like the American Psychological Association (APA) publish clinical practice guidelines that practitioners can use to learn more about EBPs. However, even these clinical practice guidelines are not often used, so this study employed the audience segmentation analysis to better understand psychologists’ diverse attitudes, behaviors, and preferences regarding clinical practice guidelines and other clinical information sources. Our study found four distinct subgroups within approximately 600 APA-registered psychologists based on their preferred source of knowledge: the no-guidelines (45% of psychologists), research-driven (16%), thirsty-for-knowledge (9%), and no-reviews (30%). Each subgroup also varied in the types of evidence-based treatments they provide, as well as their awareness, willingness to use, and attitudes toward clinical practice guidelines. This result shows that licensed psychologists are not a uniform group and that dissemination strategies should be adjusted to each subgroup\'s characteristics to maximize the effort to increase the use of EBPs among psychologists.