One of the first steps in any effective public health communication campaign is knowing your audience. Audience segmentation studies help identify like-minded groups within the public who could be expected to respond in similar ways to messaging.

This segmentation study was based on data from a national survey of 1,054 Australians conducted in May-June 2021 by Monash and Massey Universities. It identifies five different COVID vaccine audience segments and what motivates them to get or not get vaccinated, to support the tailoring of campaign messaging for maximum engagement and vaccine uptake.