Summary "Using Information Technology to Conduct Demographic Market Research"

Demographic research is a core marketing tool for large Business-to-Consumer organisations. The techniques used in this field tell retailers and service providers who their clients are, what motivates their spending habits, and where people similar to these clients can best be found. Until recently, this sort of research was beyond the reach of most arts and cultural organisations, but this appears to be changing. This resource touches on the benefits to conducting demographic market research, the sorts of data that are gathered, the knowledge that can be generated, and how information technology is playing a role in this process. The resource also cites a project recently carried out by the Ontario Presenting Network that allowed participating organisations to share project costs and the resulting information.