What is a Demo?
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In a respondent-level system like TView, a juicy, very useful way of thinking about a demographic is that it's not merely a description, but an actual list of real homes or people. |
A demo is a list of homes or people that have something in common, such as:
| • | They have the same demographic characteristics (Examples: Men 25 to 54, or Women 18+ in homes with $50K+ income) |
| • | They have been identified as a user of a certain product (which we might have learned by importing data from a Nielsen Spectra, Nielsen Catalina Solutions, or Mendelsohn report, or from MRI fusion data). |
| • | They are in specific geo-clusters according to such systems as PRIZM, P$YCLE, or ConneXions. |
| • | They sometimes watch sports on TV on the weekend (identified by TeleDemo) |
| • | They saw one of our ad campaigns (identified by TeleDemo) |
| • | They were included in a random draw from among all respondents who meet some criteria |
The key is this: a demo is a list, a list of respondents, consisting of all of the homes or people that fit the description we have in mind.
(Advanced researchers may be interested in TView's support for further analysis with person-by-person details.)