How can you build segments to target where more families can be found?
One of our strategies to find more families actually calls for desegmentation. Through a chi square test [4] we found that in fact there is a proven bias in terms of race. Specifically, African americans are biased towards african american children and away from caucasian and hispanic children. Hispanics and Caucasians are biased towards hispanic and caucasian children and away from African American children. Perhaps more advertisements of multicultural families and embracing diversity could change these statistics. Ultimately, the segment we are trying to reach is those that will adopt children of a different race.
Another segment to target could be single males[3] . Although they are the least represented in foster family structures, the logistic regression predicting a goal of adoption shows single males to be a positively significant predictor.