Do More Women Tune In To Podcasts?

Linux Pipeline | Survey: More Women Tune In To Podcasts

Data Dump Index: 77/100

The convenience sample backing these data would likely skew the results toward technology embracing adults who enjoy the real-time luxuries afforded by online and pod media. The larger trend data, however, moves us to encourage marketers exploring podcasts to place them on their near-term radar when looking to capture mindshare among female consumers.

Pew Examines Gender Role In Internet Usage

All Headline News - Gender Plays Role In Internet Usage - December 30, 2005

Data Dump Index: 96/100

Pew's expertise in tracking online habits and attitudes is exemplified in the rich data marketers should cull from this report when planning their next integrated campaign involving online advertising or e-mail targeting strategies. One caveat: these data are purely U.S.-centric so plan global campaigns accordingly.

Crystal Ball Survey Peers Into Future Attitudes

Data Dump Index: 78/100

The demographic segments that emerge from this well-researched survey provide marketers with valuable data to plan campaigns around seniors and Gen-xers, in particular. We reduce the Data Dump Index slightly only on the dubious sponsorship of this project.

Marketers Should Relish C-Suite Data in Entrepreneur Survey

Data Dump Index: 89/100

Media Reach: 10

Sample Frame: 10

Interview Bias: 9

Chronology of Interviews: 9

How do the media interpret the results: 9

How do the media present the results to the public: 9

PR factor: 9

Public perception: 8

Weighting of data: 8

Sponsored survey: 8

The C-suite segment can be the most elusive opinions to capture in any B2B market research endeavor and that is why marketers should relish the data in this Entrepreneur magazine survey. Be careful, however, not to make general projections of these nuggets to attitudes and behaviors of Fortune 500 executives.

No Mystery Here -- Holiday Customer Service Poor

Data Dump Index: 54/100

Mystery shoppers investigating the quality of customer service at retail locations nationwide found lots of helplessness and little upselling at the counter. Point-of-sale marketers positioning add-on products, such as gift cards, should consider investigating the year-end holiday track record of a retailer's customer service quality before considering campaigns that target shoppers at their registers.

Survey on Disaster Donations Has Little to Give

Data Dump Index: 28/100

We're appalled by the lack of thought put into the design of this survey and its inability to substantiate or validate hypotheses around charitable donations to disaster relief causes in light of their recent urgency. We appeal to the sponsors to redo the study by outsourcing it to a well-qualified market research vendor given the potential value of the findings to marketers and executives who need to understand the attitudes and trends among philanthropic consumers.

High-End Shopper Gift Budgets Nearly Double Others, says Survey

Data Dump Index: 87/100

Shopping in America's intercept study earns high marks on execution and thoughtful analysis of these data on spending patterns and attitudes of affluent holiday shoppers. Marketers take note of the parallels drawn between mainstream and upscale segments and incorprate these findings in go-to-market strategies for messages that target buyers of high-ticket items.

Survey Reveals That Online Shoppers Admit to Giving Inappropriate Gifts

Data Dump Index: 38/100

Marketers building profiles of online shoppers need only ignore these data on holiday gifts since the survey is grounded on a convenience sample of point-of-purchase shoppers. Moreover, the segments quoted are likely not projectable to the online shopping universe given this inherent response bias.

No Shocking Discoveries in Survey About 3D Films

Data Dump Index: 44/100

Further inspection of the Opinion Dynamics white paper summary of this survey failed to reveal any description of the survey methodology, customer sponsporship information, sample profile, nor statistical validity to population projections. Thus, we cannot encourage marketers with products or services for "thrill seeking" consumers to use these data with any actionable measures.

Survey Highlights Consumer Frustration With Holiday Shopping

Data Dump Index: 81/100

Marketers for big box retailers entering the year-end holiday home stretch will find these data useful for targeting last-minute shoppers searching for popular off-the-shelf items. Some 30 percent of consumers said they are willing to travel 50 miles or more from their homes in hopes of finding that perfect gift at another store when it is out of stock at their favorite shopping location.

Could Wi-Fi(R) Save Your Marriage? Survey Reveals How Wireless Technology is Changing Lives

Data Dump Index: 43/100

The inherent response bias in the self-selected online panel that feeds the data in this survey brings down the overall Data Dump Index on validity and use. Marketers of high-tech products that require message hooks related to consumer relationships or productivity should skip over these numbers entirely.

What is the Data Dump Index?

We subject the surveys we weed through here in The Data Dump to a series of stringent tests for validity, believability, and projected penetration of the public mindshare. The Data Dump Index is how well the survey scored on these 11 key factors:

Media Reach: Has the survey been cited in the popular mass media

Sample Frame: Did the researcher use a statistically valid portion of the population to quote accurate percentages

Interview Bias: Was the respondent base skewed in any way that may taint the results

Chronology of Interviews: Was the survey conducted during a period that may influence response bias

How do the media interpret the results: Have the media correctly cited results in a way that reflects reality

How do the media present the results to the public: Can information consumers, namely marketers, leverage the results effectively

PR factor: Has the survey been conducted primarily to publicize a product, person, or concept

Public perception: Will information consumers buy into the results and will the survey change public behavior or attitudes

Weighting of data: Did the researcher account for discrepancies in sample sizes

Sponsored survey: Has a large, well-financed organization backed the research

Survey method: Did the type of research methodology affect the outcome (i.e., online surveys with self-selected panels vs. phone)

By applying Data Dump Indices to each survey we can begin to aggregate surveys of similar topics and begin to provide comparative estimates of key data points and present more meaningful numbers that marketers and readers of this blog can levererage.

Holiday Shoppers Only Nearing Halfway Mark

Data Dump Index: 68/100

Year-end holiday-related data continues to flood marketers minds and this survey is no exception. We have seen several citing average consumer spending and the range appears to be between $480 and $725 when you take a reasonable average. We will continue to monitor and aggregate seasonal survey numbers as they arise and encourage marketers to monitor this blog as they plan first quarter post-holiday consumer campaigns.

Survey Profiles Last-Minute Shoppers

Media Reach: 9
Sample Frame: 8
Interview Bias: 2
Chronology of Interviews: 10
How do the media interpret the results: 6
How do the media present the results to the public: 6
PR factor: 10
Public perception: 9
Weighting of data: 6
Sponsored survey: 9
Survey method: 9

Data Dump Index: 84/100

I encourage marketers who need to profile habits/attitudes of impulsive and procrastinating consumers to plow through the data from this survey of last-minute holiday shoppers. There's highly objective evidence here on why they buy during the year-end holiday rush and it's tied nicely to some personal demographics, including religious beliefs. We regret there's no deep dive, however, into the Black Friday shopper segment.