Mapping Perceptual Differences to Understand COVID-19 Beliefs in Those with Vaccine Hesitancy

Thirty percent of US adults are COVID-19 vaccine hesitant, but little is known about them beyond demographics. We used segmentation and perceptual mapping techniques to assess perceptual differences in unvaccinated, vaccine hesitant adults in Philadelphia, PA (n = 110) who answered a cross-sectional survey in-person or online. The sample was 54% ethnic minority, 65% female, 55% earned less than $25,000 with a mean age of 44. K-means cluster analysis identified three audience segments based on reported trust of healthcare providers and personal COVID-19 impact (High Trust/Low impact [n = 34], Moderate Trust/High impact [n = 39], Low Trust/Low impact [n = 23]). Multidimensional scaling analysis created three-dimensional perceptual maps to understand differences in COVID-19 and vaccine perceptions. The Low Trust/Low Impact group showed higher agreement with items related to COVID-19 being a hoax (p = .034) and that minorities should be suspicious of government information (p = .009). Maps indicate vaccine messaging for all groups would need to acknowledge these items, but added messaging about trust of pharmaceutical companies, belief that COVID messages keep changing or that vaccines are not safe would also need to be addressed to reach different segments. This may be more effective than current messaging that highlights personal responsibility or protection of others.