Developing strategic targeted interaction design to enhance disaster resilience of vulnerable communities

Abstract

Still too often, technical reconstruction assistance does not lead to adoption of hazard-resistant construction techniques by disaster-affected households. Ideally, effective interactions should be framed and communicated in such a way that it appeals to different intentions of individual households to build back safer. Currently, there is no model for humanitarian interactions that indicates what household characteristics reveal intention differences. To develop audience-specific interactions, this study adapted the three stages used in marketing: segmentation, targeting, and positioning, and the established social scientific model motivation, ability, and opportunity. Our strategic targeted interaction design (STID) method segments the affected population based on intentions to build back safer and provides tailored interactions. Based on similarities, 27 target groups are identified, requiring different interaction approaches. To test viability of the STID method, data were collected through 865 open-ended household interviews in earthquake affected communities in Nepal. Cluster analysis shows the presence of different target groups within the same communities. Descriptive statistics of the target groups led to a proposal of audience-specific interaction strategies to enhance safer construction practices and reduce disaster risk. Our analysis indicates a combination of multiple interaction strategies, prioritizing the learning process and interactions within communities over interactions with external actors. This study presents a highly promising method toward personalization of aid, tailored to perceptions of target groups over general community characteristics.