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Concept
Demographic profile
Summary
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. By focusing on a specific audience, a company can more efficiently spend advertising resources to maximize sales. 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.
Traditional demographic profiling involves gathering information on large groups of people in order to identify common trends, 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. Analysis of this information may promote change in services for a population subset, such as children, the elderly, or working-age people. Newer methods of collecting and using information for demographic profiling include target-sampling, quota-sampling, and door-to-door screening.
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. The term "demographic profiling" is sometimes used as a euphemism for industrial espionage.
Historically, a census has been the most important tool when it comes to tracking demographic data such as population, births, deaths, and relationship status. The United States census was first introduced in 1790 and has been taken every 10 years since under constitutional law.
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