Discovering Who the Clients Really Are

Above view of large group of people with raised arms.

The purpose of this ongoing demographic research project was to gather and track various pieces of data about existing clients in order to obtain a profile of the target audience. This project included study and questionnaire design, project administration, analysis of primary and secondary data, and reporting the findings to senior management. In this case, the research revealed that the target audience was older and slightly more affluent than the client originally believed. The recommendations to the client included revising the communications message and advertising outlets based on the revised demographic data.

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