Survey Results

In last month’s journal we discussed the use of both demographic and psychographic measurements in determining ideal targets for our marketing efforts. Marketing professionals from several firms including Cisco, Apple, and Covidien, as well as a number of marketing consultants, responded to the survey. More than half of the respondents are not combining the two measurements on a regular basis.

Most respondents use third-party interviewers to conduct research, and the importance of customer surveys remains a key strategy. The majority of our respondents meet with the sales team to review what clients and prospects are saying.

Here are the results:

1. Do you combine demographic & psychographic analysis to determine your best targets for a campaign?

2. Which sources do you use to obtain demographic information when targeting your audience?

3. Do you use a third-party interviewer to conduct research?

4. Do you utilize data from customer surveys in your marketing strategy?

5. Do you meet with your sales team to review what prospects and clients are saying?

The results indicate that a significant number of marketing professionals are not combining psychographic and demographic measurements to zero in on prospects. They seem to remain two separate entities, used selectively. Trade publications, although there are fewer of them all the time, and vertical industry search engines, are high on the list, however the in-house database remains the number one source.