AKA | N/A |
Classification | Analyzing/Trending (AT) |
The demographic analysis tool is of great value when objective data is needed to describe and profile an audience or potential customer group. Data collection is accomplished through the use of various methods, such as surveys, interviews, or other summarized data sources. Demographic data analysis provides the researcher with an understanding of what is needed or expected by a customer and what decisions must be made to ensure that the information, products, or services meet these needs.
To develop a demographic profile of the audience or customer to assist in the decision-making process.
To collect data for the purpose of product or service targeting.
→ | Select and define problem or opportunity |
→ | Identify and analyze causes or potential change |
Develop and plan possible solutions or change | |
Implement and evaluate solution or change | |
Measure and report solution or change results | |
→ | Recognize and reward team efforts |
1 | Research/statistics |
Creativity/innovation | |
Engineering | |
Project management | |
Manufacturing | |
2 | Marketing/sales |
3 | Administration/documentation |
Servicing/support | |
Customer/quality metrics | |
Change management |
before
Surveying
Interview Technique
Questionnaires
Starbursting
Circle response
after
Customer Needs Table
Presentation
Hypothesis Testing (Chi-Square)
Task Analysis
Descriptive Statistics
Partial listing of demographic data items:
Group A
Gender
Age
Religion
Race
Marital status
Household composition
Group B
Home ownership
Time at location
Zip code
Location
Group C
Education
Hobbies
Languages spoken
Affiliations
Certifications
Travel
Group D
Employment
Income
Occupational group
Group membership
STEP 1 A demographic analysis requires the development of a demographic data collection instrument. Questions or demographic items need to be identified by the research team. Refer to data groups A-D above, item sources for most frequently asked questions.
STEP 2 Data are typically collected using survey, interview, focus group, product demos, or secondary data collection methods.
STEP 3 Data are sorted, organized, and summarized for analysis. A demographic profile can now be developed for specific purposes. See example Marketing Research Data.
STEP 4 The profile is used in marketing research reports or descriptive statistics data.
Marketing Research Data Date: xx/xx/xx |
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Product Targeting Information / Customer Profile |
More often than not the potential buyer
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Note additional data requirements:
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