What is Demographic Research?
“Demographics or demographic data refers to selected population characteristics as used in government, marketing or opinion research or the demographic profiles used in such research. Commonly-used demographics include race, age, income, disabilities, mobility (regarding travel time to work or the number of vehicles available), educational attainment, home ownership, employment status, and even location”.
Demographic trends are the changes in demographics in a population over time. For example, the average age of a population may increase or decrease over time. Demographics are most often used in the fields of media studies, advertising, marketing, and polling, and should not be used interchangeably with the term “demography” or (more broadly) “population studies.”
Marketing researchers typically have two objectives in this regard: first to determine what segments or subgroups exist in the overall population; and secondly to create a clear and complete picture of the characteristics of a typical member of each of these segments. Once these are constructed, they can be used to develop a marketing strategy and marketing plan. The five types of demographics in marketing are age, gender, income level, race, and ethnicity.
Firms like WILDmonkeyDESIGN help clients develop a target audience demographics, that will help them reach their ideal clients through, advertising, direct mail, trade show exhibiting, web promotions, email marketing, etc. A well-defined strategic demographic of your customers and prospects is half the battle in new client conversion. It also leads to the next phase of creating buyer personas which helps in both marketing and sales.