Personas: A market segmentation approach to describe physical activity behavior in autistic populations using the capability, opportunity, motivation, behavior (COM-B) framework

Physical activity, defined as “any bodily movement produced by skeletal muscle that results in energy expenditure” has the potential to mitigate some of the high rates of noncommunicable diseases, which autistic individuals are more susceptible to than are their peers; however, physical inactivity remains a challenge in this population. Unique drivers and barriers have been identified in previous research, but these are rarely described in a practitioner-friendly way that might inform intervention design and delivery. Taking a novel segmentation approach, this research aims to draw on behavioral science frameworks to describe groups or “Personas” that can be considered in intervention implementation. Results identified three distinct segments in the sample. Analysis of variance (ANOVA) showed sufficient group differences between capability, opportunity, motivation, and behavior framework (COM-B) constructs to form clusters (p < 0.001 for all). Qualitative themes included reframing and disguising physical activity, lack of self-efficacy, social comparison, unsuitable physical activity environments, strong interests, and sensory challenges. Three Personas were described as the Interested and Engaged, the Unsure and Uncertain, and the Uneasy and Averse.