On Pulsar, Demographics analysis involves examining and analysing the various demographic factors that characterise an audience, such as their age, gender, language and location. Demographic analysis is commonly used in market research to gain insights into the characteristics of an audience discussing a particular topic, and this helps to identify patterns that can inform decision-making around marketing and campaign strategy, or product development. For example, a brand might use demographic insights to identify target markets and develop marketing campaigns that appeal to specific demographic groups.

In this article, we will explore the various elements of demographic analysis on TRAC and how they can be useful.

To begin with, TRAC has some powerful audience intelligence tools that help you to surface insights about your audience and their interests. The audience in this case are the people who are actively involved in the conversation. And you can leverage our filtering functionality to drill down into the demographics of a specific topic within the overall dataset. Below are some of the demographic data points you can find on TRAC

With that in mind, let's take a look at how demographic insights are visualised within Audience Insights > Demographics on TRAC.

The Active Audience Summary gives you an overview of the audience that is actively contributing to the conversation within your search: how many people are talking? what's their age and gender breakdown? where do they reside? what are their interests? how diverse are they in terms of languages spoken? These are pertinent questions and being able to answer this gives you an insight into the who the people are and what they care about.

This represents the total number of people who have contributed to the conversation, i.e. the people who have tweeted, responded to, and written articles about the topic. This provides insight into the size and diversity of the conversation and you can compare this value to the total content that you've collected in the search to get a sense of whether or not you're dealing with a representative dataset.

This allows you to categorise the people within your search by their age range and gender. Age and gender breakdown are an important demographic factor in market research because it can provide valuable insights into the attitudes, behaviours, and preferences of different generations or age groups grouped by gender. For example Millennials men's attitudes towards climate change may differ from those of Millennial women. Age and gender can influence how people perceive and interact with your brand and therefore is often used as a key variable for targeting specific consumer groups. By understanding the age and gender distribution of their target market, brands can create products or marketing campaigns that appeal to that demographic. Moreover, different genders within the same age groups may respond differently to different types of advertising. Understanding these differences can help companies create more effective advertising campaigns that resonate with their target audience.

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This allows you to understand the gender breakdown of the people participating in the overall conversation and discern whether or not this is a subject that women are more passionate about than men, and vice versa. This can also help dispel assumptions about specific topics that have been historically associated with one gender more than the other. Overall, as with age analysis, gender is an important factor to consider when studying an audience because it can help brands better understand their target audience and create more effective marketing strategies that resonate with their customers.

This helps you understand what the people in the conversation are passionate about and even what their pronouns are, which can be a signal for understanding who they are and their political leaning. Interests are derived from analysing the bios of the people discussing the topic, and because these are self declared, this helps brands gain further insight into their opinions, their beliefs and in some cases their professional background. Understanding the interests of your audience is useful in helping you identify potential areas for expanding your audience as well as producing more tailored campaigns.

This provides a summary of the top three countries where your audience is based. This information can be valuable in understanding the geographic reach and diversity of your conversation, as well as identifying potential areas for growth and engagement. By knowing where your audience is located, you can tailor your content and engagement strategies to better suit their needs and preferences, as well as identify potential opportunities to expand your campaigns into new regions or markets. Additionally, this information can be used to refine your targeting and comms strategies to better align with the cultural and regional nuances of your audience.

This allows you to view the top languages that your audience speaks. This information can provide insight into the linguistic and cultural diversity of your conversation, as well as help you to identify potential opportunities to expand your reach into new language markets. By knowing the languages in which your audience is posting, you can tailor your content and engagement strategies to better suit their needs and preferences, as well as identify potential areas for growth and engagement. Additionally, this information can be used to refine your targeting and messaging strategies to better align with the linguistic nuances and cultural contexts of your audience.

This is an extension of the Active Audience Summary chart, providing you with more detail regarding the location of your audience - giving you a list of the 10 most prominent countries and top 10 cities. To elaborate further, the list showcases the geographic distribution of authors involved in your conversation, with the top ten locations ranked in descending order based on the number of authors or contributors from each location. It enables you to identify the regions where your topic is mostly discussed, providing valuable insights into the audience's demographics. You can leverage the city view to further understand if the conversation is concentrated in largely urban, metropolitan, or rural areas. You can find out more about location analysis on TRAC here.

This is also an extension of the Active Audience Summary chart, and illustrates the percentage of users who participate in the conversation that you are analysing, categorised by the language they speak. To elaborate further, this chart provides a visual representation of the distribution of users based on the language they use to contribute to the conversation. It can be used to quickly identify the most prevalent languages used in the conversation, as well as any outliers.

It is worth noting that the doughnut chart displays data in a circular format, with each language category represented by a slice of the pie. The size of each slice corresponds to the proportion of users who use that language to participate in the conversation. This makes it easy to compare the relative contribution of each language to the conversation as a whole. You can find out more about our language analysis here.

Lastly, we also analyse demographics by extracting the bio keywords used by people to describe themselves, their interests and their beliefs. Analysing your audience's bios can provide some insights into their interests, background, and personality traits. Here are a few potential insights you can gain:

Of course, it's important to remember that people may not always be completely truthful in their bios, and that bios only provide a limited amount of information. However bios are a useful tool among many, to gain insights into your audience's behaviours and preferences.

There are numerous benefits to using demographic analysis in TRAC, including: