Demographic profile

A demographic profile is a form of demographic analysis in which information is gathered about a group to better understand the group's composition or behaviors for the purpose of providing more relevant services.

In business, a demographic profile is usually used to increase marketing efficiency. This is done by using gathered data to determine how to advertise products or services to specific audiences and identify gaps in marketing strategy.[1] By focusing on a specific audience, a company can more efficiently spend advertising resources to maximize sales.[2] This tactic is more direct than simply advertising on the basis that everyone is a potential consumer; while this may be true, it does not capitalize on the increased returns that more focused marketing can generate.[3]

Traditional demographic profiling involves gathering information on large groups of people in order to identify common trends,[4][unreliable source?] such as changes in population size or composition over time. These trends can be identified by analyzing data gained through surveys, censuses, in-store purchase information, records, registries, and so on.[2] Analysis of this information may promote change in services for a population subset, such as children, the elderly, or working-age people.[1] Newer methods of collecting and using information for demographic profiling include target-sampling, quota-sampling, and door-to-door screening.[5]

A comprehensive demographic profile is a powerful tool for marketing. Detailed information about potential customers provides insight into how to best sell them a product.[4] The term "demographic profiling" is sometimes used as a euphemism for industrial espionage.[6]

  1. ^ a b "Lesson 3: Creating a Demographic Profile". MEASURE Evaluation.
  2. ^ a b FitzGerald, Maureen; Arnott, David (August 1996). "Understanding demographic effects on marketing communications in services". International Journal of Service Industry Management. 7 (3): 31–45. doi:10.1108/09564239610122947. ProQuest 233640609.
  3. ^ Jothi, A. L. (2015). "A study on influence of demographic factors on customers' preference towards cosmetic products". Sumedha Journal of Management. 4 (4): 39–48. ProQuest 1776777815.
  4. ^ a b "Tech Trends 2016: Understanding the driving forces behind the connected consumer". WARC.
  5. ^ Treiman, Donald J.; Lu, Yao; Qi, Yaqiang (8 December 2014). "New Approaches to Demographic Data Collection". Chinese Sociological Review. 44 (3): 56–92. doi:10.2753/csa2162-0555440303. PMC 3704565. PMID 23844330.
  6. ^ Hudson, John (1 December 2002). "Demographic profiling". Ubiquity. 2002 (December): 1. doi:10.1145/764008.763951. S2CID 28020979.