Catching a Tiger By the Tail
It is true that in the business world there is a real need to quantify and juxtapose aggregate factors. What demographic is most interested in your product? Which demographic is interested, but never buys? What demographic could not be bothered to consider your product? From the standpoint of the retailer, knowing who is purchasing, who is merely interested, and who has no need for your product can mean the difference between abject failure and moderate success.
Find your audience and sell to them. But, finding your target demographic tends to be the Oz-like realm of the marketing firm. Any marketing firm worth its proverbial salt will have the capacity to draw upon at least a million possible individuals and families from which they can extrapolate certain specifics. Why does group A love Yoostar? Are they males, under 35 who fancy themselves actors? How will this affect your marketing strategy?
The field of demographic survey is hardly a science and is barely understood by most people, even the ones who rely most heavily demographics to stay in business. Though statistical information is indeed aggregated and categorized, there is a substantial margin for what is known as \”survey ambivalence.\” This defines the possibility that the participants in any given survey or research group are ambivalent to the subject matter and, in essence, fabricates feedback.
For as dearly as statisticians desire to be \”taken seriously\” by the greater scientific community, their profession lacks the crux of a scientific endeavor, namely, a control group. The possibility for bias and untruth is substantial enough to render most polling and consumer feedback questionnaires useless. In the end, they signify nothing, save the numbers they have aggregated. This means, while the marketing firm knows full well their information may be skewed, it can make for a very compelling case for hiring them. If they can tell you XYZ loves product X, then all the better.
Business seeks scientific data to substantiate its spending, even when that data constitutes nothing more than some person\’s desire to be done with a questionnaire. This, perhaps, is the downfall of middle management. So eager are most middle managers, and even some vice presidents, that they will embrace any set of numbers that justifies their salaries — even to the detriment of the company they work for. Such is the price of business.
Grasping key demographic factors can be very useful, even for an entertainment firm like Yoostar.
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