Cluster Analysis for Extension and Other Behavior Change Practitioners: Information and Terminology Needed for Cluster Analysis

Helping people adopt behaviors to improve social, economic, and environmental conditions is central to Extension’s mission. Extension is tasked with consistently evolving and remaining relevant to meet the current needs of a broad range of audiences. This evolution can be seen in the shift from a one-way delivery of singular mass messages to a more refined, participatory approach where specific audience needs are met through targeted, tailored programming (Monaghan et al., 2014; Warner et al., 2019). Cluster analysis is a quantitative technique that can be used to identify audience subgroups so that tailored education and communications can be designed. This series is for Extension professionals or other social scientists working in any disciplinary area who want to understand how cluster analysis is used or are considering using it themselves. 

Any written, electronic, or graphical method of communicating information. The basis of an information system is the sharing and processing of information and ideas. Computers and telecommunication technologies have become essential information system components.

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