Victor Loukas is a market research specialist in the San Jose area,
and has over fifteen years of experience in the field. One of the most
important components of market research is surveying a wide variety of
demographics and analyzing the results to determine a target audience
for the client’s advertising campaign and product placement. If the
demographics that are studied are skewed in any way, this can affect the
integrity of the data and produce ineffective research.
There are
many demographic factors that are important in market research. Basic
factors like age and gender are some of the most important, but it is
also beneficial to dig deeper into the consumer’s lifestyle to determine
their needs, wants, and motivation. Collecting information from your
consumers like race, socioeconomic status, religion, political views, level of education, and location can help you locate any trends in your
customer base, and you can see if it matches up with your ideal
audience, or change your focus if you find you aren’t reaching your
target market.
For example, if you are targeting male professionals in their late 20’s and early 30’s for a tech product, but find that your actual consumer base consists mostly of middle-aged couples, you can adjust your strategy so that you can both appeal to your actual consumer base and better target your ideal audience. Ways to do this include changing your social media strategy, placing advertisements in different publications, or sending samples or promotional offers to the audience that you want. By focusing on demographics in market research, Victor Loukas believes that you can better uncover your customer’s needs.
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| Victor Loukas |
For example, if you are targeting male professionals in their late 20’s and early 30’s for a tech product, but find that your actual consumer base consists mostly of middle-aged couples, you can adjust your strategy so that you can both appeal to your actual consumer base and better target your ideal audience. Ways to do this include changing your social media strategy, placing advertisements in different publications, or sending samples or promotional offers to the audience that you want. By focusing on demographics in market research, Victor Loukas believes that you can better uncover your customer’s needs.
