Demographics. A thing of the past, no, a thing of the future.

Brian Roberts — Tue, 31 Jan 2012 09:31:43 +0000

Demographics is a subject often quoted but seldom really grasped. I’ve been providing demographic input for B2B and B2C clients for over a decade. Those who understand and buy-in to its value get solid customer knowledge they use to target real customers with their wants and needs, to build marketing and/or sales activity that delivers. Those who don’t buy-in to it can’t see more than the figures and a customers a customer right? Well, no, that’s the point.

With social marketing and almost immediate customer contact and response, there is a view that demographic knowledge and profiling is less relevant than it used to be. I think the reverse. Knowing what presses the customers’ button so to speak is more crucial. Being able to have that immediate interactive dialogue with a customer, or potential customer is priceless. Knowing their likely habits and preferences and behaviour will enable you to make that dialogue more relevant and valuable, and more rewarding to your business.

You can’t beat face to face customer response…or can you?

Brian Roberts — Wed, 02 Nov 2011 10:05:02 +0000

I’m trying to advise clients on the most effective quantitative research tool, when they perceive online space to offer immediate, and cost-effective results. Is the face-to-face focus group a thing of the past? Web based, social media based feedback may be ‘instant’ but can’t replace the in-depth insight of a ‘real’ focus group I feel. After all, it is the essence of quantitative research isn’t it?

As hotels face ever greater pressure on ARR and margins in the pursuit of occupancy, they seem to have overlooked the customer. In my experience, tailoring your hospitality offering to the type of customer you want is crucial to delivering them value, and getting the right ARR. Satisfaction surveys tell you what those who use you think of you. It cannot help you get the right customer, only real demographic knowledge and understanding can do that don’t you think?