About Demographic Surveys
Demographic questions are one of the most used types of questions for market segmentation. The purpose of market segmentation is to classify groups of customers by product usage rates, or the likelihood of purchasing the product or service in the future. However, simple identification of these groups does not guarantee that this information is meaningful in a business sense. Effective demographic segmentation places requirements on the market.
General Guidelines
Make sure that your market segmentation surveys are:
- MEASURABLE: Identify segmentation variables that are related to purchase of the product and develop a descriptive profile of the market segment using a combination of variables
- ACCESSIBLE: In addition to being able to identify the market segment, we must be able to reach them in an efficient and cost-effective manner
- ACTIONABLE: The market segment must produce the differential response or be willing to purchase the product when exposed to the market offering
Frequently Used Demographic Variables
- Marital Status
- Household Income
- Age
- Race
- Gender
- Level of Education
- Primary Language
- Location of Residence
- Employment Status
- Language
- Mobility
For more information on building a market segmentation survey (dealing with demographics) please feel free to contact one of our survey specialists.