Audience Segmentation of Kentucky Mothers by Nonparticipation Status in the Special Supplemental Nutrition Program for Women, Infants, and Children

ABSTRACT

We identify women most and least likely to discontinue participation in the Special Supplemental Nutrition Program for Women, Infants, and Children (WIC) program. Kentucky WIC program management information system data from 2012 to 2013 was explored through a retrospective cohort study. Audience segmentation identified unique groups with respect to nonparticipation. Presumptive eligibility for Medicaid was the strongest predictor of nonparticipation. Among those who were not presumptively eligible, women who were the only ones in their households enrolled in the program were at higher risk of nonparticipation. Outreach strategies at the point of enrollment or when presumptive eligibility for Medicaid is granted could mitigate further nonparticipation.

KEYWORDS:

• Audience segmentation
• CHAID
• nonparticipation
• WIC

Acknowledgments

The authors acknowledge Dr. Robert McDermott for editorial assistance during the writing phase of this manuscript. This work was completed between 2012 and 2014. Anthony Panzera has been employed by the Food and Nutrition Service (FNS), U.S. Department of Agriculture, the federal agency administering WIC, since January 2016. This piece does not reflect the views of the U.S. Department of Agriculture in any way and solely represents research performed previous to Dr. Panzera’s employment at FNS.