Twice each year, Scarborough Research Inc. surveys more than 100,000 consumers across the US. In addition to gathering extensive demographic information, the Scarborough questionnaire covers offline, online and wireless media usage patterns, consumer shopping behaviors, and people's plans for major purchases.
Despite the large sample size in this survey, there are usually not enough respondents from small and lightly populated markets ‒ generally those outside the top 80 or so ‒ to support statistically valid inferences about the behaviors and plans of consumers in those markets. However, there is a statistical technique called Segmentation that enables us to project results from the larger survey onto smaller markets with a very useful level of certainty.
The Tapestry market segmentation system from Environmental Systems Research Institute, Inc. (Esri) assigns the Scarborough respondents to 65 market segments according to their socioeconomic and demographic characteristics, and then consolidates them into 12 "LifeMode Groups" based on urbanization and socioeconomic rank. Our consumer reports project the affinities and behaviors of these social groups (as revealed in the Scarborough data) onto your market area in proportion to the population of each group in that area.
This technique yields results for your market that are nearly as reliable as what you would get from a survey of more than 1,000 consumers in your market, but at a tiny fraction of the cost of conducting the primary research.
Data derived in this way informs the Consumer Profile tab in our Real Estate LA$R and is the basis for two off-the-shelf Consumer Data Reports that we produce.
This report lets you compare the characteristics of Infrequent, Moderate, Frequent and Heavy Internet users, which can be a powerful contribution to a discussion with a client about why it makes sense to re-allocate ad spending from legacy media into digital.
Each tab in the workbook examines the demographics, media use, and planned purchases that are covered in the Media Profile Report, but segments that data by the amount of time that respondents spend online.