[Sigia-l] Re: audience analysis and demographics

[George Olsen]

Ferguson, Natalie said:
> I find for projects in our area that basic demographics are a first
> step in about any project. We have to know who our target audiences
> are, and what characteristics they share -- or don't.

Agreed.

It's important to note that not all demographics are created equal. Among
the key potential difference is between buyers and users -- since most
marketing demographics are focused on buyers.

There's also a wide of the types of marketing demographics: attitudinal,
behaviorial, pyschographic, etc., some of which are more useful for our
purposes than others.

So it's recognizing when it's appropriate to use them and when it's not.

_____________________________________________________________________
George Olsen                           george at interactionbydesign.com
User Experience Architect                                310-993-0467