English
| What we do | The surveys |
Who we are and why we'er doing this |
- Member profiles:
- Demographics: these are standard profile descriptions like age, sex, education and location. They are not terribly helpful in marketing since not all men or 20-35 year olds or whatever behave the same, but they’re easy to measure so advertisers tend to use them a lot for segmentation
- Psychographics: these try to measure how you think. It’s much more useful than demographics in trying to sell you stuff, but it’s not so easy to measure. Lots of research firms make up psychographic (or behavioral) segments; ours are based on Carl Jung’s theories of how the mind works. These are much better tested than most other tools, so we think they’re better than what the other guys made up.
- Media habits: advertisers need to understand where to advertise, so we ask about what magazines you read, tv shows you watch, websites you visit and so on. Nothing really complicated here.
- Demographics: these are standard profile descriptions like age, sex, education and location. They are not terribly helpful in marketing since not all men or 20-35 year olds or whatever behave the same, but they’re easy to measure so advertisers tend to use them a lot for segmentation
- Product categories: we ask for your knowledge (what do you know), attitudes (what do you think) and practices (what do you do) regarding different brands along four major product areas – fast moving consumer goods (FMCG – stuff you buy fairly often like groceries or soap), large purchases like a car or a refrigerator, financial services like bank accounts or credit cards, and technology related items like mobile phones or internet services. We ask about this stuff because these are our major clients – they advertise a lot so need to know what you’re thinking.
- Entertainment & topical: We think it’s fun to see who and what is popular or what people think about recent news events. We don’t make any money off this stuff, it’s there to share. It’s not all about money, you know, we like to have some fun too!
- Custom-designed surveys: sometimes clients ask us for specific research, like “hey, do you think 25-30 year old guys would buy underwear without a fly?” In that case, we have to develop a new survey since it doesn’t fit the standard product categories . Usually people get extra bonus points or cash for these surveys, but you have to be invited - like in this example, only 25-30 year old guys would be invited.