Demographic surveys are a powerful type of market segmentation that can target the right respondents you need.
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 for Demographic Surveys
- 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
Many market segmentation studies focus on understanding the tangible and intangible meanings attached to a product or service or providing a descriptive analysis of past, current, or potential purchasers of the product.
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, particularly dealing with demographics, please contact one of our survey specialists.