Aim — to describe the conceptual framework of the joint research by Shupyk National Medical Academy of Postgraduate Education and Uzhhorod National University focused on the application of psychographic segmentation of the target audience on the factors of non-communicable diseases. Object and methods. Bibliosemantic, biostatistical, sociological methods, and the method of expert assessments were used. Reports and questionnaires of three international cross-sectional studies on the attitude of Ukrainian citizens to certain aspects of health, available World Health Organization guidelines for the last 15 years on communication, prevention of non-communicable diseases, and promotion of a healthy lifestyle were analyzed. A Questionnaire has been developed to study the factors of occurrence and measures for preventing of non-communicable diseases (to be filled in by the public and medical doctors). Results. The developed Questionnaire for the Study of Factors and Prevention of Noncommunicable Diseases provides answers to questions in 14 areas, such as understanding the problem, a person’s willingness to change behavior, take specific measures for maintaining health, assessing levels of personal engagement or barriers. Conclusion. The implementation of the survey and the analysis of respondents’ answers were designed to determine the structure of the population’s beliefs about non-communicable diseases prevention measures, the main factors, population segments, and determinants of readiness to choose healthy behavior.