We can create a unique sub-panel of consumers who buy your product/brand/category. This is called Private Demographics.
To set up a Private Demographic, please get in touch with us via the helpdesk. We will work with you to get this set up.
There are three types of Private Demographic we recommend:
Frequency Demographic
The most common type of Private Demographic is a frequency demographic. For example, you may wish to target a panel who consume your product weekly.
By using Demographics you can target your audience directly by framing the question to ‘How often do you buy bananas?’ rather than 'Do you buy bananas?'.
From this, you can then target your heavy, medium, light consumers.
For the options, we recommend two ways of setting your timeframes:
If required, we can tweak the wording of each option to be clear to the consumer e.g. More than once a month (but less than every week), A few times a year, Every week.
None of the above is an option that appears on demographic answers automatically. The consumers who select this option are called ‘rejecters’. Establishing who the rejecters are can be helpful for targeting them to understand why they don’t buy bananas.
This is a single answer steer that should not be randomised.
When creating the demographic, it is recommended to try to stick to 3 answers so you can identify those light, medium and heavy users.
Sometimes an additional option is necessary, but we recommend 3-4 options maximum.
By Brands/Outlets visited Demographic
The second option to target your audience is by the places they have visited.
This question needs setting up as a multi answer with the order randomised.
Attitudinal Statement Demographic
The third way to target your audience is by the attitudinal statement.
The options should be MECE (mutually exclusive and collectively exhaustive) and as a Single Answer, with the order randomised.
For further assistance please contact the help desk or use the speech bubble on the bottom right-hand side of this page.