Survey Demographics - Tip from the Pros
Let's face it--good marketing professionals create and utilize a substantial number of surveys. Whether analyzing, testing or measuring impact, research results drive good planning, good strategy and effective creative. So how can we build better surveys?
Here's a tip from the pros. When you are creating your demographic questions, take advantage of a couple of subtle, but powerful formatting tactics.
1- Collecting age data
Don't construct arbitrary age brackets, such as
18 to 20
21 to 30
31 to 40
41 to 50
Instead, align your age groupings with cohort groups, as follows:
23 years of age or younger - Millennial / Echo-boomers
24 to 31 years of age - N Generation (aka Internet Generation, Gen Y)
32 to 42 - Generation X
43 to 53 - Trailing Edge Boomers
54 to 62 - Leading Edge Boomers
63 to 80 - Postwar Cohort
In such fashion, you can build insights into your age group findings by turning to cohort theory and psychographic trends for comparison.
2- Collecting income data
Instead of formulating arbitrary income brackets such as-
$50,000 per year or less
$50k to $100k
$100k to $150k
$150k to $200k
$200k or more
Create your income brackets to align with US Census data groupings, as follows-
$34,999 per year or less
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200k or more
Again, you'll have an immediate basis for comparison, a benchmark in the Census data for the particular community, metro, county or state.
Marketing geniuses, what other research/survey tips would you be willing to share? We'd love to hear from you!